Shaw Lido has about as prime a spot as you can get in Singapore - the corner of Scotts and Orchard roads.
Its pole position in Singapore's dress circle is fitting really, as the Lido is the flagship cinema of Shaw Organisation.
"It feels like an event, when you go there. It's not tucked away inside a mall, but front and centre," said Mr Mark Shaw, executive vice-president of Shaw Organisation.
Mr Shaw has a deep connection to Lido: It was where he caught James Bond movies as the firm had exclusive rights at the time, and where he would watch Saturday matinee screenings with his grandfather, Tan Sri Runme Shaw.
Today, Lido has a plush feel, thanks to a $20 million revamp. It now has 11 cinema halls, including one with Singapore's first and only Imax digital theatre system.
We have to keep the malls updated, like how we are always renewing the Lido. As a whole, Orchard Road constantly looks to reinvent itself.
MR MARK SHAW, executive vice-president of Shaw Organisation
"We always try to gauge what customers are looking for in a premium movie experience... (With the revamp), we really wanted to make Shaw House an epicentre for movie premieres and cast events," he said.
Lido is perfectly placed for this role, thanks to an impressive lobby and plaza downstairs, Mr Shaw said. The cinema hosted red carpet events for X-Men: Days Of Future Past and Guardians Of The Galaxy last year.
Shaw Organisation also recently completed renovating Shaw Centre, bringing it up to the level of other malls in the area.
Its tenants include the flagship stores of Nike and Polo Ralph Lauren, SKII boutique spa by Senza Salus, and mainstays such as the Les Amis group of restaurants and The Ship.
Mr Shaw said: "We have always evolved our offerings to match the expectations of Orchard Road shoppers and residents. We are here for the long term."