Movie Theaters Facing Hardship, Half-Price Admission Every Wednesday?

Discussion on Expanding 'Culture Day' Benefits Underway
2D Movies Offered at 7,000 Won from 5 to 9 PM
Distributors Concerned About Effect Equivalent to Free Tickets

The three multiplex chains?CJ CGV, Lotte Cinema, and Megabox?are expected to lower movie ticket prices to 7,000 won every Wednesday.

The movie 'The Outlaws 2' has surpassed 10 million cumulative viewers. It is the first time in three years since Bong Joon-ho's 'Parasite' in 2019, and the first since the COVID-19 pandemic. On the 12th, Seoul CGV Yongsan I'Park Mall was bustling with citizens. Photo by Moon Honam munonam@

Many screening industry insiders stated on the 1st, "The Korea Film Council and the Korean Film Theater Association are considering expanding the 'Culture Day' benefits on the last Wednesday of each month." The implementation is expected as early as mid-this month. The three multiplex chains will offer 2D movies at a practically half-price rate of 7,000 won from 5 p.m. to 9 p.m. on 'Culture Day.' Expanding this benefit to every Wednesday is expected to reduce consumer burden and increase interest in new releases. Movies generally premiere on Wednesdays and Thursdays.

This is an alternative since immediate ticket price reductions were not possible. Company A recently considered an internal reduction of 1,000 to 2,000 won but reached a stalemate due to differing opinions on its effectiveness. The screening industry views the expansion of 'Culture Day' benefits as a clue to solving the decline in audience numbers. One official said, "This is not a simple event. The results of the implementation could serve as a barometer to understand the correlation between the recent cinema shortage and the increased ticket prices." Another official urged, "We hope this is seen as the cinema's willingness to welcome new audiences."

The impact of three ticket price increases over the past three years on cinemas has been significant. Although these measures were taken to overcome difficulties caused by the COVID-19 pandemic, they ultimately shook not only cinemas but the entire film industry. In 2019, the number of cinema visitors was 226,678,777. Last year, it dropped to 112,805,094, less than half. This year, up to last month, the number was 100,791,203, making a rebound seem difficult.

On the 10th, when the sweltering heat was at its peak, citizens visited a movie theater in downtown Seoul. Photo by Mun Ho-nam munonam@

Some attribute the stagnation to factors such as the quality of films, the rise of online video services (OTT), and changes in consumer content access. However, with the production environment worsening, ticket price adjustments have become unavoidable. This year, Korean films have faced production halts due to conservative management policies of investment and distribution companies, financial difficulties, and lukewarm interest. Even completed films are being delayed from release due to concerns over massive losses. Without decisive measures like ticket price reductions, it seems difficult to create a turning point.

For the same reasons, there are many negative views on expanding 'Culture Day' benefits. Especially distribution officials worry that the effect might be similar to free admission tickets. One official said, "Despite ticket price increases, the average spending per customer has barely risen. Instead, marketing costs have increased due to cinemas demanding free admission tickets." He added, "Cinemas can expect revenue from food and beverage, advertising, and other ancillary businesses if they attract audiences, but distributors and producers cannot. A path to coexistence must open through ticket price adjustments." Marketing expenses for low-priced tickets like the 1,000 won ticket and speed coupons offered by multiplexes are fully borne by distributors and producers.

Another official emphasized, "Whether it is the excessive issuance of free admission tickets or the expansion of 'Culture Day' benefits, the value of films decreases and the losses for distributors and producers increase equally. Cinemas need to review the situation from a magnanimous perspective." Some multiplexes are also considering another alternative: setting different ticket prices depending on the film. One official said, "There has been an internal suggestion to differentiate prices reflecting the opinions of distributors and producers." He added, "We plan to gather diverse opinions from various sectors and review the potential impact on the film industry to concretize the discussion."