"Must Watch with Grand Sound and Big Screen"
Domestic Big 3 Sell Out Consecutively, Even 'Scalping' Occurs
"I booked tickets to watch Avatar 2 at the Yongsan IMAX theater"
A man in his 20s, Mr. A, who visited the cinema last week, said, "I think I won't watch movies unless it's in a special screening room anymore." Mr. A, who has been frequently visiting special screening rooms since the 2019 movie Aladdin, added, "Now, it seems people go to the cinema not just to watch movies, but to enjoy the screen size, sound, 4D, and more together."
Cinemas Are Now 'Premium' Too... Fewer Seats, Luxury Chairs
Cinemas are becoming 'premium.' Instead of many seats, they install large luxury chairs to create a comfortable viewing environment. They also install large screens and special sound systems to maximize the viewing experience. Recently, as OTT (online video services) have expanded and people no longer feel the need to visit cinemas, the focus has shifted from attracting many viewers to allowing a smaller number of viewers to enjoy movies in a wider and more comfortable space.
On the 10th of last month, Lotte Cinema World Tower's 'SUPER PLEX,' which reopened, upgraded its screen and sound. After an 8-year renovation, SUPER PLEX reduced its seats from 628 to 295, more than half, and replaced all seats with adjustable backrest chairs. It is possible to watch movies lying down, and a separate studio is also provided, leading users to comment that it feels "as comfortable as home." Reviews also included, "Movies should be watched on a big screen," and "You can comfortably lie down and eat the food you want while watching." This indicates that for movies with long running times or sensitive sound, many viewers are willing to pay more to enjoy a large screen and comfortable seats.
As the number of viewers seeking premium cinemas increases, cinema operators are expanding special screening rooms where viewers can enjoy IMAX and 4D. According to the '2022 Korean Film Yearbook' published by the Korean Film Council, the number of special screening rooms nationwide last year was 445, a 16.5% increase from 382 in 2020.
"Even if it's expensive, it's OK; I'll buy scalped tickets if I have to"
The current top three special screening rooms representing premium theaters in Korea are CGV Yongsan I'Park Mall's IMAX theater, Lotte Cinema SUPER PLEX, and Megabox Dolby Cinema. These screening rooms are more than twice as expensive as regular theaters, but audiences continue to visit premium screening rooms. According to the Korean Film Council's data, total box office sales for six days after the release of Avatar 2 reached 37.5 billion KRW, with more than half coming from special screening rooms.
In fact, after reopening, Lotte Cinema SUPER PLEX's seat sales rate for
Although expensive, special screening rooms are continuously successful because they capture both 'comfort' and 'luxury,' which are the key points audiences want. Through premium theaters, viewers can enjoy not just simple movie watching but also their five senses. Additionally, the number of viewers who watch movies multiple times (N times) by visiting famous premium theaters and comparing them is also increasing.
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