AS movie theatres struggle to draw the crowds because of lingering fears of Covid-19, two entertainment companies have banded together to bring the outdoor cinema experience to people.

M-Junction, the joint venture between 2Spicy Entertainment and MD Events Asia, will see the first drive and dine-in cinema open in Malaysia at the end of July in Kuala Lumpur. 

2Spicy Entertainment director Arvin Randahwa said movement-control restrictions on the industry completely changed the way cinemas can operate.

“We were not allowed to operate during the movement-control order (MCO) and this has affected our business which saw a drop of up to 95%. 

“We also had to let off 50% of our staff. So, we needed a new avenue to survive financially and decided on the drive and dine-in concept,” he told The Malaysian Insight.

2Spicy Entertainment ran tourist attractions, such as Dinner in the Sky and Plane in the City, while MD Events Asia is a sound and lights specialist. 

The drive and dine-in cinema will be located at the Malaysian Tourism Centre at Jalan Ampang and is scheduled to open on July 28.

There are already 14,000 online reservations since M-Junction opened for bookings on July 3.

Comfort from car

Arvin described the experience of the drive and dine-in akin to watching a movie in the comfort of one’s home, or rather, one’s car.

“You will not be surrounded by strangers like in a cinema where you aren’t allowed to make calls. Our concept allows you to use your mobile, answer calls or even use your laptop if you want to.

“There is social distancing in place as moviegoers are in a car. Food is ordered online. So, there is practically no contact with others.”

The drive and dine-in concept also allows 2Spicy Entertainment to use its inventory of LED screens, speakers and audio visual equipment which would otherwise be left lying idle.

Marketing executive Govin Randhawa said its usual clients are no longer calling because of the pandemic.

“Our biggest clients are events and concert companies who were all unable to operate for the past few months. 

“It makes perfect sense to utilise our inventory (of equipment) for an outdoor cinema.”

This will be the first outdoor cinema that combines driving in with dine-ins. 

Another drive-in cinema was launched recently in Perak by the state government as a way to revive tourism following lockdowns for the Covid-19 pandemic.

All movie-goers at the outdoor cinema still have SOPs to follow that include the usual temperature check, said Govin.

“There is a prep time of one hour before the movie starts. This is for temperature checks, short briefings of the dos and don’ts and arrangement of cars.

“Only 50 vehicles will be allowed for each screening and each vehicle can only have two people.”

The plan is to start with two shows daily during dinner time from 7pm to 9pm and 9pm to 11pm. The time slots are in line with operation hours stipulated under the recovery MCO. 

Viewers will watch films on a 9m x 4m screen and a selection of local and international movies from 2018.

As for the food, Arvin said a combination of local and Western fare will be sold, with options for cashless payment.

The package per vehicle is RM99, including meals for two. 

Viewers need not sit through the entire duration and can drive off if needed by informing ground crew members who will guide them out, Arvin added. – July 23, 2020.