Speaker
Description
The Malaysian cinema theatre industry has been significantly impacted by the COVID-19 pandemic, with prolonged closures, reduced consumer confidence, and a shift towards Over-the-Top (OTT) streaming platforms. This paper investigates strategies to revitalize the industry using an innovative combination of SWOT analysis and the Full Consistency Method (FUCOM). The SWOT analysis identifies key strengths, weaknesses, opportunities, and threats within the industry, while FUCOM is applied to prioritize recovery strategies based on expert feedback. Through an empirical approach, the study highlights critical internal factors such as strong cultural relevance and external factors like OTT competition. Four recovery strategies are developed and ranked, with an emphasis on rebuilding consumer confidence and leveraging digital integration. This research fills a gap in existing literature by focusing specifically on the post-pandemic recovery of cinema theatres in Malaysia and providing a methodological contribution through the application of FUCOM, which ensures consistency in data-driven decision-making. The results offer practical insights for cinema operators and policymakers to effectively navigate the challenges of the endemic stage and sustain long-term business growth.
