Golden Screen Cinemas (GSC), Malaysia’s leading cinema exhibitor, is inviting families to unplug, reconnect and create lasting memories with the return of the GSC x AIA Vitality Playfest, part of the GSC Ultimate Family Adventure (GUFA). Taking place from 24-26 July 2026 at IOI City Mall, Putrajaya, the three-day family festival embraces the theme “Play at Every Turn”, presenting an exciting lineup of immersive experiences designed to spark imagination, encourage active play and strengthen meaningful family connections beyond the screen.
As
a flagship initiative under GSC Play, GSC Ultimate Family Adventure (GUFA)
transforms GSC’s commitment to family entertainment into a vibrant real-world
experience. It creates a safe and inclusive space where parents and children
can spend quality time together through interactive activities, hands-on
workshops, engaging performances and shared adventures. More than just a
festival, GUFA celebrates the joy of making memories through play, discovery
and togetherness.
“Entertainment
has always been at the heart of what we do, but today, families are looking for
more than just a place to watch a movie - they are seeking meaningful
experiences they can enjoy together. Through GSC Ultimate Family Adventure,
anchored by GSC x AIA Vitality Playfest, we are creating opportunities for
families to connect beyond the screen through shared moments of play, discovery
and imagination. As families navigate increasingly digital lifestyles, we are
committed to providing a trusted family destination where parents and children
can unplug, engage with one another and create joyful memories together. GSC x
AIA Vitality Playfest reflects our vision of extending the experience beyond
the cinema, bringing families together through experiences that inspire
connection, learning and lasting memories,” said Ms. Koh Mei Lee, Chief
Executive Officer, Golden Screen Cinemas.
This year’s GSC x AIA Vitality Playfest is brought to life through the creative concept of “Four Worlds, Endless Play”. Families are invited to embark on an immersive journey across four uniquely curated worlds, where every corner offers a new opportunity to play, discover and connect. The experience begins the moment families arrive, where they will receive a Mission Card upon registration. This interactive guide features the event map, agenda and a stamp collection section, inviting participants to explore all four worlds and collect eight stamps along their journey. Completing the mission unlocks exclusive gift redemptions and a chance to take part in a lucky draw, adding an extra layer of excitement to the day’s adventure. Here’s what families can look forward to in the four worlds:
Movie World – The adventure begins here, where GSC’s cinema comes to life through immersive movie-themed experiences. Families can step into the worlds of beloved characters with interactive booths by Monsta Studios (Boboiboy Movie 3), United International Pictures Malaysia (Minions & Monsters & Paw Patrol: The Dino Movie), Sony Pictures Malaysia (Spider-Man: Brand New Day), Walt Disney Studios Malaysia (Moana), Warner Bros. Malaysia (The Cat In The Hat), Sheldonet (Photobooth and Funko) and other surprises tied to the movie magic we all love.
Main World – A vibrant play space designed to keep children active, curious and engaged. Whether they are exploring the giant Four Worlds elements or participating in hands-on activities, every experience encourages movement, imagination and joyful family interaction.
Makan World – When it’s time to take a break, we offer a variety of family favourites, including Ajinomoto’s juicy prawn and chicken Gyozas, mouth-watering pizzas and refreshing beverages from Pizza Hut x Coca-Cola Malaysia, munch on our all-time favourite GSC caramel popcorn and don’t forget to bring home our best-selling frozen nuggets!
Market World – The journey continues with the exploration of family-friendly products, services and engaging experiences presented by AIA Vitality, Eucerin, Hansaplast, Farm Fresh and Keepsake by GSC.
Bringing this memorable experience to life is AIA Vitality, the event’s main partner, whose shared commitment to helping Malaysians live healthier, longer, better lives aligns seamlessly with GSC’s vision of creating meaningful family experiences that extend beyond the screen. GSC is also proud to collaborate with valued co-partners: Ajionomoto, Coca-Cola Malaysia, Farm Fresh Malaysia, Eucerin, Hansaplast and Club IOI with special thanks to Jasmine for sponsoring booth gifts. Together, these partnerships make GSC Ultimate Family Adventure possible, celebrating five years of GSC x AIA Vitality Playfest by creating a vibrant destination where families can connect, learn, play and create lasting memories together.
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