[Inside Chodong] Movie Theater Eating Ban: Not a Restriction, but a Catalyst

Strengthened Safety Measures Expected to Have Positive Effects
Focus Needed on Attracting the 85-90% of Revenue from Audience Attendance
Major Hollywood Blockbusters Set for Release This Month
Movie Theaters Must Prioritize Safety Over Ancillary Income

As the government postponed the transition to the second phase of gradual daily recovery (With Corona) and announced special quarantine measures for four weeks due to the worsening COVID-19 situation, a notice about the operation of the vaccine pass section is posted at a movie theater in Seoul on the 30th. Photo by Kang Jin-hyung aymsdream@

The Korea Disease Control and Prevention Agency banned indoor eating and drinking in movie theaters on the 29th of last month. This was due to a recent COVID-19 cluster infection in the metropolitan area. The outbreak occurred in a vaccine pass theater, where only viewers who have passed two weeks since vaccination are allowed entry. Until last month, audiences could eat popcorn and other snacks while watching movies. There was no need to maintain social distancing between seats. The operation will continue going forward, with only eating and drinking prohibited. Masks must be worn throughout the viewing. It is a misconception to see this regulation as a threat to the normalization of movie theaters. Rather, the enhanced safety measures are expected to have a positive effect. Hwang Jaehyun, head of CGV’s PR team, stated, "Confusion and trial-and-error experienced in the early stages of operation are quickly decreasing," and added, "Since social distancing between seats is not applied, flexible operation is possible."

The concession sales account for 10-15% of movie theater revenue. Now is the time to focus more on attracting the remaining 85-90% of the audience. Some argue that social distancing between seats, implemented in general screening rooms, is a hindrance. However, before the COVID-19 outbreak in 2019, only two movies exceeded a 50% weekend seat occupancy rate: 'Avengers: Endgame' (April 26-28, 65.1%) and 'Parasite' (May 31-June 2, 55.7%). Each achieved this only once. The movie that attracted the most viewers that year (16,265,618 people) was 'Extreme Job.' Its highest weekend seat occupancy rate was 48.2% during its second week (February 1-3). Despite not exceeding half, it ranked second in the all-time box office. Hwang said, "Even if social distancing between seats is applied to all screening rooms due to strengthened quarantine measures, the impact on movie theaters will be limited."

The decline in audience turnout so far was due to a lack of appealing movies. Due to the spread of COVID-19, not only domestic but also Hollywood releases were postponed one after another. There was a drought of new releases so long that re-release fever even broke out for a while. Since July, the situation has been improving. 'Mogadishu' (3,612,866 viewers) and 'Sinkhole' (2,195,314 viewers), which theaters encouraged to open even at a loss, acted as a catalyst. With Hollywood blockbusters also screening, more than 5 million viewers are drawn every month. Last month’s figure was 6,511,615, about 1.81 times higher than 3,595,334 in the same period last year.

As the government postponed the transition to Phase 2 of the gradual recovery of daily life (With Corona) and announced special quarantine measures for four weeks due to the worsening COVID-19 situation, a notice regarding food consumption is posted at a movie theater in Seoul on the 30th. Photo by Kang Jin-hyung aymsdream@

This month, a return to profitability is also expected. Starting with 'Ghostbusters: Afterlife' and 'Last Night in Soho' (both on the 1st), major Hollywood blockbusters such as 'Spider-Man: No Way Home' (15th), 'The King’s Man' (22nd), 'The Matrix Resurrections,' and 'West Side Story' (dates TBD) will be released in large numbers. Each is a hit that will undoubtedly elevate the overall atmosphere. Domestic blockbusters like 'Kingmaker' are also scheduled for release, and it is anticipated that the highest-ever audience numbers since the COVID-19 outbreak will be achieved. Several multiplex officials agreed, saying, "We expect the audience count this month to reach 11 million," and "It will be a turning point toward profitability."

The table is set generously. Now the key is how proactively movie theaters respond to COVID-19. Since unpredictable external factors such as the emergence of the Omicron variant lurk, an environment where audiences can watch movies with peace of mind must be created. Fortunately, the domestic full vaccination rate has reached 80%. Movie theaters have also gained some know-how through various experiences. They must put aside the desire for immediate extra income and focus on safety. There is no need to rush. The past two years have clearly proven that there is no adequate alternative. We must believe that demand continues to exist as the only platform where videos can be watched offline.