Cinemagoing culture through the Malaysian settings of the cinema one stop centre / Muhammad Danish Nazri and Nur Liana Mohd Redzuan Roy

Malaysian cinema-going culture has undergone significant changes with the emergence of the One Stop Centre (OSC) concept. This study argues that the One Stop Centre concept, which is used practically everywhere in Klang Valley, keeps Malaysia's cinemagoing culture strong in the modern era. It also argues that this is because people's tastes in movies vary depending on whether they watch them in person or on the internet. Additionally, the flexibility and freedom of choosing where to watch a movie at a One Stop Centre also impact an individual's enjoyment of movies. This study seeks to identify the concept of the One Stop Centre and analyse what has made it popular and still relevant today. This research will use qualitative research as the primary method to collect data and observations on the findings. Besides that, this paper will interview focus groups of cinema-goers in Klang Valley, specifically 1 Utama Shopping Centre, to obtain deep insight from respondents regarding cinema-going in the contemporary era. Data and results obtained from respondents are expected to help this study ascertain the impact of the One Stop Centre concept on contemporary Malaysian cinema-going culture and how it has made cinema-going more accessible and enjoyable for everyone. This research expects to contribute to the studies of Malaysian cinema, especially cinema-going culture and understanding of the Malaysian audience in the future.