Why Shaw Theaters is investing more than ever while everyone else is pulling back

Here’s the strategy behind Shaw Theatres’ 90-year run

It is easy to conclude that Singapore’s cinema scene is declining.

After all, cinemas have been going down and closing in recent years, from fan-favorite indie cinema The Projector to the closure of Cathay Cineplexes after 86 years of operation.

Data from Singapore’s Statistics Department also shows that cinema attendance has more than halved over the past decade, falling from more than 20 million visits to less than 10 million.

But there is one local production that has managed to hold its own through the tumultuous years of pandemic closings, Hollywood strikes, and increased broadcasting—and that’s Shaw Theaters.

We spoke to Mark Shaw, Director of the Shaw Organisation, about the cinema chain’s playbook to stay relevant over the past 90 years and what it takes to survive in Singapore’s dynamic but brutal environment.

The turbulent years of cinema

For decades, if you want to catch the latest movie, you go to the cinema.

The pandemic fundamentally changed that.

Broadcast platforms, already booming before COVID-19, became the default entertainment option overnight as audiences were confined to their homes due to lockdown restrictions. So when movie theaters opened, they faced a different type of audience, someone who is used to watching whatever they want, whenever they want, without leaving the couch.

Just as the industry was beginning to recover, the 2023 strikes by the Writers Guild of America and the Screen Actors Guild disrupted Hollywood’s pipeline of blockbusters, delayed the cinema industry’s recovery by another year, and the effects no doubt rippled all the way to Singapore.

“The industry needs a steady stream of quality content to fully recover, and now we’re finding out how preferences are changing,” Mark said.

However, he believes that the evil is behind them. Ever since the Hollywood strikes ended and pandemic restrictions were lifted, going to the cinema has been steadily improving.

Other films, he added, continue to prove why cinemas remain relevant. Titles shot exclusively for IMAX—like Christopher Nolan’s The Odyssey—offer an experience that cannot easily be replicated at home.

“Cinema is something you share with friends and family, and it’s something that can only be seen on the Big Screen,” says Mark.

How did you catch Shaw?

While other cinema operators have slowed down over the years, Shaw has remained remarkably consistent. Today, it still operates eight stores across Singapore, and its flagship at Shaw House continues to stand out along Orchard Road.

Rather than pursuing aggressive expansion, the company is focusing on reinvesting in its existing movies and giving audiences reasons to keep coming back.

One of its biggest bets came in 2011, when Shaw became the first operator to launch IMAX in Singapore at its flagship Lido venue.

According to Mark, IMAX screenings have always outsold regular theaters, with tickets often selling well ahead of regular screenings. Today, Shaw operates five IMAX theaters, each designed to meet the format’s strict rules for screen size and auditorium design.

But IMAX wasn’t the company’s only investment. Over the years, Shaw has continued to experiment with different cinematic concepts designed for different audiences.

I the first show the concept, which combines theater food with high seating, was launched in 2010 and first opened at the NEX store in Feb 2011. For more than a decade, it has been a one-stop offering, as the kitchen infrastructure required for a cinema restaurant meant that it could not simply be distributed everywhere.

Lumiere, which began operations at Jewel Changi Airport and Paya Lebar Quarter in 2019, was designed as a central location, offering the comfort of high-end seating without a full dining experience.

That same year, Shaw also launched Dreamers at Jewel: Singapore’s first and only cinema concept designed for families with young children. Featuring low seats and open layouts, the concept aims to make moviegoing more comfortable for both parents and their children.

“We look at our data, and we listen to our patrons’ feedback,” says Mark, explaining how Shaw develops new concepts.

Shaw also noted changing tastes beyond the cinematic experience itself.

The demand for alternative content has grown significantly in recent years. Anime screenings, which were short-lived before COVID-19, have become a much bigger part of Shaw’s plans, growing from six titles in 2023 to 11 in 2024.

Meanwhile, special fan events, from K-pop concert films to anniversary screenings of cult classics, often sell out in less than 15 minutes, he added.

The change has changed how Shaw organizes his screens. Rather than relying solely on the Hollywood release calendar, it has increased content selected from niche communities, giving audiences more reasons to visit the cinema beyond the latest blockbuster.

Lido change

The clearest expression of that strategy is Shaw’s flagship Lido on Orchard Road, which has undergone a major transformation over the past two years.

As Shaw’s first location to launch IMAX in 2011, the Lido has long served as the company’s trademark. And according to Mark, that’s not changing anytime soon.

“The Lido is our flagship location, and there will always be an emphasis on this area.

The latest phase of investment saw the addition of another the first show hall – Shaw’s most advanced cinema experience – and the hall of dreams in March 2026, next to the Lumiere Grand, which opened last month in February.

But perhaps the biggest change is not inside the cinema hall at all.

In April 2026, Shaw launched Centro, a multi-concept restaurant that aims to transform the Lido from a place where people just watch a movie to a place where they spend the night.

Rather than developing concepts in-house, Shaw partnered with Stephanie Hancock and Guy Wachs, co-founders of Wild Honey, using their experience to build one of Singapore’s most popular cafe restaurants.

“Partnering with them allows us to make something reliable, durable and well-made from day one,” says Mark. “It’s a very collaborative approach—they have the experience to create an F&B brand from scratch while we provide the launch space, locations, infrastructure, and basic support.”

The collaboration resulted in four dining concepts designed to complement, rather than compete with, the cinema experience. The goal is to encourage visitors to arrive before their film, stay after it, or simply visit the Centro without watching a film at all.

“Centro is open to everyone, not just moviegoers,” notes Mark. “It’s a concept that we thought could add to the idea that going to the cinema is night or day.”

One size does not fit all

The release of Centro also shows how Shaw approaches its different locations: instead of repeating the same concepts everywhere, it combines each cinema for the audience it serves.

The Lido, located in the middle of Orchard Road, attracts office workers, tourists, and shoppers looking for a night out. There, the full Centro experience, which includes an espresso bar, a cocktail bar, a dining room, and a grab-and-go concept, fits naturally alongside its premium cinema offerings.

The newest addition to the Centro family is Shaw’s Jem outlet in Jurong, where the Centro Gelato & Dessert Bar opened in Jun 2026. Paired with Dreamers halls for parents with young children, the concept is associated with Jem’s family-oriented demographic rather than a complete Lido replica.

For moviegoers looking for something between the standard theater and the the first show experience, Shaw’s IMAX, Lumiere and Lumiere Grand (exclusive to Lido) theaters across the country offer additional luxury options, from enhanced sound and viewing experiences, to premium seating in a more intimate setting.

“Each location serves a different audience and context,” explains Mark. “Instead of using a one-size-fits-all model, we believe in combining concepts to fit the environment and demographics.”

Giving S’poreans a reason to get out of their living rooms

Shaw is looking to expand its flagship lounges to 40% to 50% capacity at each location, with a unique combination of concepts that reflect each neighborhood’s population.

Regular lounges will continue to be Shaw’s offering, with student and senior discounts remaining, and the group sees itself catering to all market segments.

But Shaw’s long-term strategy is evident in its strategic investments.

Mark wants to make each Shaw store a single destination for dining and entertainment, with Shaw Theaters Lido serving as the blueprint for what the entire network could eventually look like.

Getting there won’t be fast. Investing in infrastructure is expensive, and repairs can only be done periodically, which is why Mark emphasized the importance of continually assessing who the patrons are and what they really need, rather than renewing them for the sake of it.

Although patrons visit cinemas less often, they are willing to spend more if they find the experience valuable. If you look at the data, this shows an audience that did not leave the cinema but raised the bar for what makes a trip to the cinema worthwhile.

“The role of the cinema is no longer just to show films, but to create moments, be it through storytelling, hospitality, or community,” said Mark. “This is where we see the future.”

“We believe that cinema can be a profitable business, and our aim is to give all our patrons a reason to leave their living room and watch a film, and we intend to entertain them for a long time to come.”

• Read more about Shaw Theaters here.
• Read other articles we’ve written about Singapore businesses here.

Featured Image Credit: Prestige Online/ Shaw Theatres