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GAAP andnon-GAAP gross profit of the online games business were both US$85 million, a decrease of 4% year-over-year and an increase of 6% quarter-over-quarter. GAAP andnon-GAAP gross margin of the online games business were both 86%, compared with 84% in the first quarter of 2018 and 85% in the fourth quarter of 2018.
GAAP andnon-GAAP gross profit of the online advertising business were both US$2 million, a decrease of 39% year-over-year and 26% quarter-over-quarter. GAAP andnon-GAAP gross margin of the online advertising business were both 65%, compared with 71% in the first quarter of 2018 and 70% in the fourth quarter of 2018. The year-over-year and quarter-over-quarter decreases in gross margin were mainly due to lower online advertising revenue in the first quarter of 2019.
GAAP andnon-GAAP gross profit of the cinema advertising business were both US$1 million, compared with a gross profit of US$2 million in the first quarter of 2018 and a gross loss of US$6 million in the fourth quarter of 2018. GAAP andnon-GAAP gross margin of the cinema advertising business were both 7%, compared with 9% in the first quarter of 2018 and negative 31% in the fourth quarter of 2018. The quarter-over-quarter increase in gross margin was mainly due to a decrease in cinema advertising costs as the Company partnered with fewer cinemas, as well as an increase in cinema advertising revenue in the first quarter of 2019. In the coming months the Company will look to add a number of additional higher-quality cinema resources.
GAAP andnon-GAAP gross loss of the IVAS business were both US$0.3 million, compared with gross profit of US$0.2 million in the first quarter of 2018 and gross profit of US$0.2 million in the fourth quarter of 2018.
Operating expenses
Total operating expenses were US$47 million, a decrease of 18% year-over-year and 32% quarter-over-quarter.
Product development expenses were US$31 million, a decrease of 8% year-over-year and 5% quarter-over-quarter. The year-over-year and quarter-over-quarter decreases were mainly due to a decline in salary and benefit expenses as a result of a reduction in bonus expenses that mainly related to Legacy TLBB Mobile.
Sales and marketing expenses were US$11 million, a decrease of 31% year-over-year and 12% quarter-over-quarter. The year-over-year and quarter-over-quarter decreases were mainly because of lower marketing and promotional spending for online games in the first quarter of 2019.
General and administrative expenses were US$5 million, a decrease of 33% year-over-year and 35% quarter-over-quarter. The year-over-year decrease was mainly due to a decline in salary and benefit expenses as a result of a reduction in bonus expenses and workforce. The quarter-over-quarter decrease was mainly due to a decline in salary and benefit expenses as a result of a reduction in bonus expenses.
Operating profit
Operating profit was US$41 million, compared with an operating profit of US$37 million in the first quarter of 2018 and an operating profit of US$8 million in the fourth quarter of 2018.
Non-GAAP operating profit was US$41 million, compared with anon-GAAP operating profit of US$35 million in the first quarter of 2018 and anon-GAAP operating profit of US$9 million in the fourth quarter of 2018.
The quarter-over-quarter change in operating profit due in part to impairment charges related to the 17173.com Website business that were recognized during the fourth quarter of 2018.