Movie Theater Concerts Are as Fun as 'Jikgwan'

CGV Live-Streamed Popular Singer Concerts Since August Last Year
NCT127, Kai, Key, IZ*ONE Tickets Sold Out
SM and JYP Entertainment Apply AR and Multi-View... Establishing Hit Content
Plans for Live Talk Cinema... Continuing Hallyu Wave with Southeast Asia Live Broadcasts

Cinemas did not originally screen only movies. The world's first permanent movie theater was the Nickelodeon in North America. It gained popularity through singing slide shows. It was an interactive experience where the audience sang along to photo slides. This form of entertainment was inherited from vaudeville theaters and was not merely a simple combination of music and visuals. With English subtitles accompanying the slides and group singing inside the theater, it even provided learning opportunities for many immigrants who did not know English. However, as films became feature-length and multiple projectors were used, this format declined.

The essence forgotten for a century is now being reexamined. CGV broadcasts various concerts live. Starting with Kim Ho-joong in August last year, it vividly delivered performances by Yiruma, IZ*ONE, 'Miss Trot 2', Brave Girls, Key, 'Street Woman Fighter', Kai, NCT127, and others. Tickets sold out quickly each time, establishing itself as a hit content during the COVID-19 pandemic. For example, tickets for NCT127's second tour 'Neo City: Seoul ? The Link' sold out within three minutes of reservation on the 19th. Hwang Jae-hyun, CGV's PR team leader, said, "Due to fans' requests, we added five more screening rooms to accommodate the demand."

Kim Hong-min, head of CGV's Screen Content Team, explained, "Due to reduced seating capacity in performance venues caused by social distancing, cinemas have emerged as alternative spaces for performances. For Kim Ho-joong's fan meeting, female audience members in their 40s and 50s wore purple clothes symbolizing the fan club, creating a new viewing culture." He added, "Gaining great confidence, we installed additional broadcasting equipment and systematized the testing process. We also focus on delivering new enjoyment by combining various marketing efforts such as giving away signed posters."

CGV does not rely solely on large screens and rich sound. It utilizes the 'ScreenX' system, which projects images on three screens: center, left, and right, maximizing audience immersion. It has built a cinema-exclusive streaming system to provide differentiated video and sound. The composition and direction of concerts are also customized. A representative from Dream Maker, which plans and directs SM Entertainment concerts, said, "We continuously study camera angles to vividly convey everything from the grand scale of offline performances to the artists' faces." They added, "Since there will inevitably be differences from watching at the venue, we direct concerts to leverage the advantages of online viewing."

A specialized system for online concerts also plays a role in this unique viewing experience. Beyond Live Corporation, a joint venture by SM Entertainment and JYP Entertainment, is a prime example. Applying augmented reality (AR) and multi-view technology, it has been conducting 'Beyond Live' since April last year. A representative said, "The screen and sound quality in cinemas are far superior to those of TVs, mobiles, or PCs owned by individuals at home. We expect a higher sense of presence and immersion and started collaborating with CGV." They also predicted, "Once COVID-19 ends, fans who cannot visit performance venues due to time and space constraints will gather to sing along and create joyful memories."

Team leader Kim also said, "When COVID-19 restrictions are lifted, we will create the optimal environment for fans to sing along and cheer for artists." This includes the important interaction between artists and fans during concerts. With the integration of advanced IT technology, they are determined to expand communication touchpoints and become a new cultural channel. Kim said, "We are planning live talk cinema to communicate with artists. If we combine various services, we can deliver enjoyment comparable to that of performance venues." He added, "We have also established broadcasting systems at overseas branches in Southeast Asia and other regions. We will continue the Korean Wave by live streaming various K-content."

"I suggested making it like a movie"

First solo concert live broadcast in cinema...Mini interview with singer Kai

Singer Kai presented his first solo concert 'Klue' on the 12th through 'Beyond Live.' He met fans via multi-view connections and AR, showcasing his unique music and performances. He said, "We sought various changes considering online viewers."

"Offline and online concerts are completely different content even if the material is the same. The latter is difficult to convey the sense of presence. To minimize this drawback, I suggested to the production team from the planning stage to make it like a movie. We set the overall theme as cinema. I wanted fans to focus from beginning to end. So, I omitted the usual remarks after each song. While such remarks might be needed to refresh the atmosphere, in a movie-like structure, they could break immersion. Of course, communication is important. But currently, depending on the viewing environment, problems could arise. We have to be cautious about concretizing this. To ease the disappointment, we captured performance scenes in photos and videos and sent them in real time via messenger and social networking services (SNS). I wanted to let fans know that we are together even without conversation."

"Cinemas are meaningful because fans can gather to share and enjoy their favorite songs. Although it might be less fun than a concert hall, it can sufficiently amplify the exciting mood. It also helps to lift spirits dampened by the COVID-19 spread. The preparation process was harder than for offline concerts. For example, the pre-produced video with the concept of teleportation took a full day to shoot. I am grateful and sorry to the production team who processed it to suit online viewing. It was special to be able to check in real time how fans felt about the carefully crafted stage. Although I have performed many shows, this was the first time I watched my stage together with fans. It was the best moment of my life. I will never forget it."