Commentary: The Projector’s Cathay pop-up shows people don’t want cookie-cutter cinemas anymore

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At Golden Mile, they hype up their “intermission bar” as having all kinds of “gourmet shit” (their words, not mine) – “craft beers, creative cocktails [and] the best goddamn nachos you’ll ever eat in a cinema”, a claim I’ve yet to verify.

At Riverside Point, they turn every weekend night into a party, with live gigs and all sorts of music from trap to Latin jazz.

GOING TO THE CINEMA NOT JUST FOR A MOVIE

In essence, The Projector gives the Netflix generation the best reason to go to the movies: To get an experience you can’t replicate at home, no matter how huge your OLED TV is.

This implies the folks behind this venture are disruptors, by offering a curated experience instead of selling the same Disney+ product in a cinema hall.

Getting people back to the movie hall after the pandemic isn’t about number crunching how many screens are sustainable for the business to survive, or counting on Marvel to keep churning out one blockbuster after another.

Now that The Projector is setting up shop at The Cathay, there’ll be yet another attraction at the heritage location besides a busker’s standout performance.

Edwin Yeo, a former movie critic, leads the Singapore office of SPRG, a regional integrated communications agency.

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