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GAAP andnon-GAAP gross profit of the online games business were both US$84 million, an increase of 5% year-over-year and a decrease of 1% quarter-over-quarter. GAAP andnon-GAAP gross margin of the online games business were both 82%, compared with 85% in the second quarter of 2018 and 86% in the first quarter of 2019.
GAAP andnon-GAAP gross profit of the online advertising business were both US$3 million, a decrease of 37% year-over-year and an increase of 25% quarter-over-quarter. GAAP andnon-GAAP gross margin of the online advertising business were both 68%, compared with 78% in the second quarter of 2018 and 65% in the first quarter of 2019. The year-over-year decrease in gross margin was mainly due to lower online advertising revenue in the second quarter of 2019.
GAAP andnon-GAAP gross loss of the cinema advertising business were both US$6 million, compared with a gross loss of US$10 million in the second quarter of 2018 and a gross profit of US$1 million in the first quarter of 2019. GAAP andnon-GAAP gross margin of the cinema advertising business were both negative 49%, compared with negative 84% in the second quarter of 2018 and 7% in the first quarter of 2019. The year-over-year 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 second quarter of 2019. The quarter-over-quarter decrease in gross margin was mainly due to a decrease in cinema advertising revenue in the second quarter of 2019.
GAAP andnon-GAAP gross loss of the IVAS business were both US$0.2 million, compared with gross profit of US$0.1 million in the second quarter of 2018 and gross loss of US$0.3 million in the first quarter of 2019. The Company ceased its IVAS business operations in the second quarter of 2019.
Operating expenses
Total operating expenses were US$67 million, an increase of 38% year-over-year and 44% quarter-over-quarter.
Product development expenses were US$30 million, an increase of 7% year-over-year and a decrease of 2% quarter-over-quarter. The year-over-year increase was mainly due to an increase in outsourcing fees in the second quarter of 2019.
Sales and marketing expenses were US$14 million, a decrease of 4% year-over-year and an increase of 30% quarter-over-quarter. The quarter-over-quarter increase was mainly because of higher marketing and promotional spending for online games in the second quarter of 2019.
General and administrative expenses were US$23 million, an increase of 292% year-over-year and 337% quarter-over-quarter. The year-over-year and quarter-over-quarter increases were mainly due to a US$17 million impairment charge related to cinema advertising business assets.
The cinema advertising business generated significant net losses in each of the last two fiscal years, and efforts to restore the business to profitability or identify a suitable buyer for the business have been unsuccessful to date. On July 23, 2019, the Company’s indirect wholly-owned subsidiary, Shanghai Jingmao Culture Communication Co., Ltd. (“Shanghai Jingmao”), which operates the Company’s cinema advertising business segment, filed a voluntary petition in a court in Shanghai, China for relief under the bankruptcy laws of the People’s Republic of China. After assessing the collectability of the assets of the business, including receivables and prepayments, the Company determined that it should recognize the impairment charge.
Operating profit
Operating profit was US$13 million, compared with an operating profit of US$26 million in the second quarter of 2018 and an operating profit of US$41 million in the first quarter of 2019.
Non-GAAP operating profit was US$11 million, compared with anon-GAAP operating profit of US$21 million in the second quarter of 2018 and anon-GAAP operating profit of US$41 million in the first quarter of 2019.