GSC Partners With Applecrumby To Enhance Family-friendly Cinema Experience

PUTRAJAYA, Nov 28 (Bernama) -- Leading cinema exhibitor Golden Screen Cinemas (GSC) has announced a year-long partnership with Applecrumby, an international health and wellness baby brand, to elevate the family movie-going experience.

GSC chief marketing officer Shirley Low said the collaboration’s focus is on creating a secure and enjoyable environment for families, with GSC Play family-friendly halls and play areas now featuring Applecrumby products to ensure quality care for young children.

According to her, the nursing and baby rooms at four GSC Play locations now include Applecrumby products such as bottle and utensil cleaner and premium baby wipes for parents to use every time they visit one of these GSC Play locations.

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"At GSC, we are dedicated to creating safe and welcoming spaces where families can make meaningful memories together. We understand that bringing young children to public places can be challenging, so we’ve taken extra care to enhance our facilities with the comforts parents need at every touchpoint, such as Applecrumby essentials.

“Our partnership with Applecrumby highlights our commitment to comfort and safety, making family outings more enjoyable and stress-free. Together, we look forward to providing even more value to families and creating wholesome experiences,” Low told reporters today after the launch of GSC and Applecrumby’s partnership.

She said the partnership also introduces two 60-second on-screen “minisodes” featuring GSC Play’s mascots Jesse and Pop Pop, alongside Applecrumby characters — Roger Moor, Lola Bunn and Drako Greene.

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“The first ‘minisode’ introduces Applecrumby’s newly decorated nursing and baby room. This ‘minisode’ will premiere at GSC locations nationwide at the end of November.

“The second ‘minisode’ highlights Applecrumby’s premium baby wipes, designed with kids' safety in mind. Made from natural ingredients and free from harmful chemicals, these gentle, durable wipes are perfect for daily use. Watch the adorable characters enjoy GSC PlayPark with these skin-safe wipes by their side. This exciting ‘minisode’ is set to be screened from March 2025 onwards,” she said.

In an innovative move, GSC and Applecrumby have also launched exclusive designer diapers featuring GSC Play’s mascots Jesse & Friends and Applecrumby’s signature characters.

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Meanwhile, Applecrumby chief executive officer and co-founder Sean Tan said this collaboration marks a significant milestone for Applecrumby as it allows the brand to introduce its baby essentials in an exciting, family-oriented setting.

“After months of meticulous planning, we are thrilled to unveil our partnership with GSC. By combining our expertise in baby care with the magic of cinema, we hope to create memorable experiences for families across Malaysia,” he said.

The GSC x Applecrumby Tower Contest, running from Dec 15 to Jan 25, 2025, is also being held as part of the collaboration. Participants will have a chance to take home the “ultimate product tower”, valued at RM8,528, filled with GSC and Applecrumby designer diapers, Applecrumby essentials and exclusive Jesse & Friends merchandise.

-- BERNAMA