Shaw Theatres officially opened its eighth cinema outlet at Jem in Jurong East on June 27, marking the operator’s strategic return to the western region of Singapore. The 10-hall cineplex, which occupies a space previously held by Cathay Cineplexes, features specialized family-oriented amenities, including the operator’s largest “Dreamers” hall equipped with a 5m-long slide and a 15,000-ball pit. The expansion also introduces the brand’s fifth IMAX location and two premium “Premiere” halls.
Why are cinemas shifting toward family-centric concepts?
The cinema industry is increasingly pivoting toward experiential amenities to differentiate itself from home streaming services. According to Shaw Organisation director Mark Shaw, the integration of the “Dreamers” hall at Jem is a direct response to the needs of young families. The hall features modified environmental settings, including reduced audio levels, softer lighting, and lower contrast between the screen and ambient light, specifically to create a more comfortable atmosphere for children. This trend mirrors a broader shift in the retail and entertainment sector where destination malls are prioritizing “experience-first” tenants to maintain high foot traffic.
The Dreamers hall at the new Jem outlet includes a ball pit containing between 14,000 and 15,000 balls, designed to keep children engaged before and during family-friendly screenings.
How does the new Jem outlet compare to previous West-side locations?
The opening at Jem represents a return to the neighborhood following the closure of the Shaw Theatres JCube outlet in 2023, which shuttered due to the mall’s redevelopment. While the JCube location served as a long-standing hub for Jurong residents, the Jem outlet represents an upgrade in technology and service variety. Shaw noted that the operator has maintained a continuous presence in Jurong East, transitioning from the older Jurong Entertainment Centre to JCube, and now to Jem. The current facility provides a more diverse offering, ranging from the technical 4K laser projection found in the IMAX hall to the butler-serviced “Premiere” boutique experience.
What new amenities are being introduced for moviegoers?
Beyond traditional film screenings, Shaw Theatres is diversifying its revenue stream by incorporating food and beverage concepts directly into the cinema footprint. The Jem outlet has introduced “Centro,” a dedicated gelato and dessert bar accessible to the general public. According to the operator, this move is intended to create a “combined dining and moviegoing experience” at a single location. This strategy follows the progressive opening of the facility’s various zones, which began with regular halls in late 2025 and concluded with the full rollout of the Premiere lounge and dessert bar.
If you are planning a visit with young children, check the showtimes specifically for the Dreamers hall, as the lighting and sound levels are calibrated differently than standard cinema halls.
Frequently Asked Questions
- Where is the new Shaw Theatres location? The new cineplex is located within Jem mall in Jurong East.
- Does the new cinema feature IMAX? Yes, the Jem outlet is the fifth Shaw Theatres location to feature an IMAX hall, equipped with a 4K laser projection system.
- What is the Dreamers hall? It is a family-friendly cinema hall designed for young children, featuring a 5m-long slide and a large ball pit.
- Is the dessert bar open to the public? Yes, the Centro gelato and dessert bar is open to all patrons, even those not attending a movie.
Have you visited the new Shaw Theatres at Jem? Share your experience with the Dreamers hall or the new dessert bar in the comments below, or subscribe to our weekly newsletter for more updates on Singapore’s entertainment scene.
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