"I've Never Seen a Scene Like This"... Pre-Sales Alone Reach 3.1 Billion Won, Where Lim Young-woong Plays 'Hero' Again [Focus]

Live Concert Sales Hit 6 Billion Won Last Year
Cheering with Lightsticks and Group Singing... A Boon for Theaters

Movie 'Lim Young-woong│I'm Hero The Stadium' stills [Photo by Mulgogi Music, CJ ENM]

COVID-19 changed many things. Theaters, which had been considering content acquisition to diversify spatial platforms, sought survival strategies through various attempts as the market shrank after the pandemic. During the pandemic, singers could not hold offline performances, and fans' light sticks gathered dust. With communication blocked, singers partnered with theaters to create 'live concert films' to attract fans.

Live concert films refer to video content capturing singers' concert stages. There are also documentary films that include interviews or autobiographical stories alongside the performances. The concerts are shown in special theaters with three-screen projection formats, and separately mixed sound is transmitted through dedicated channels. Quite a few singers even hold concerts with theater screenings in mind. 'Chanting together' in theaters has become a culture, and recently, 'tribute films' targeting fandoms are also being produced.

Only Idols? Lim Young-woong and Nam Jin Side by Side in Theaters

'Fandom films' targeting solid fandoms have recently been meeting audiences one after another. To celebrate the 60th anniversary of singer Nam Jin, who first formed the 'Oppa Army,' the tribute film 'Oppa, Nam Jin' will be released to the public on the 4th of next month. It features concert scenes from Gwangju, Seoul, Busan, and acoustic reinterpretations of representative songs such as 'With You' and 'Painfully.' It also includes stories from Nam Jin's youth set against the background of the 1967 release 'You Have to Be Kind in Heart.'

Singer Lim Young-woong will release 'Lim Young-woong│I'm Hero The Stadium,' which captures the live performance at Seoul World Cup Stadium and behind-the-scenes stories, on the 28th. Preparing to enter Sangam-dong, the stage was installed in a new way to protect the grass on the ground, and several outdoor rehearsals were held at separate locations, revealing about a year of preparation. The stage, enhanced with lighting and video, and various effects such as helium balloons, fireworks, and ad balloons were produced to be enjoyed in special theaters.

Movie 'Lim Young-woong│I'm Hero The Stadium' stills [Photo by Mulgogi Music, CJ ENM]

Movie 'Seventeen Tour 'Follow' Again to Cinema' Stills [Photo by PLEDIS Entertainment, HYBE]

Idol group SEVENTEEN released their first concert at Seoul World Cup Stadium as a live film on the 14th. 'SEVENTEEN Tour Follow Again to Cinema' held a 'sing-along screening' where fans waved their Carat light sticks and sang along. The screening gained attention by trending on the social media platform X's (formerly Twitter) 'real-time trends' (real-time popular search terms). Considering overseas fandoms, some theaters such as CGV Myeongdong and CGV Dongdaemun held screenings with foreign language subtitles. The film was released in more than 90 countries worldwide.

On the 18th of next month, BTS member Jungkook's documentary film 'Jungkook: I Am Still' will be screened in theaters. It captures the process from preparing to completing Jungkook's solo album, various stages, unreleased interviews, and behind-the-scenes stories. Jungkook began his solo activities last year and became the first Asian solo artist to top the Billboard HOT 100, Global 200, and Global 200 Excl. US charts. The film will be shown in theaters in more than 120 countries/regions overseas and will be released in Japan on October 4.

Last Year, Lim Young-woong, BTS, and IU Earned Over 10 Billion Won

Unlike other films, live concert films do not disclose production costs or break-even points. This is because each has different production methods and contractual relationships, making it impossible to set a break-even point. Usually, the investment in production is not large, leading to the saying, "Just releasing it earns money." The most-watched live concert film last year was singer Lim Young-woong's 'I'm Hero The Final.' It attracted 250,702 viewers nationwide and recorded sales of 6,059,710,000 won. 'BTS: Yet To Come In Cinema' drew 92,539 viewers and earned 2,035,650,000 won. 'IU Concert: The Golden Hour' was watched by 87,628 people, achieving sales of 2,050,380,000 won. The combined sales of Lim Young-woong, BTS, and IU in theaters exceeded 10 billion won, showing significant impact.

Among live films released up to June this year, 'g.o.d Masterpiece The Movie' leads with 41,021 viewers and sales of 936,330,000 won. It is followed by 'SUGA AUGUST D TOUR 'D-DAY' The Movie' (956,480,000 won) and 'Kim Junsu Concert Movie Chapter One: Recreation' (680,840,000 won). 'Lim Young-woong│I'm Hero The Stadium,' set to be released on the 28th, broke this year's pre-sale record. The film surpassed 100,000 pre-sale viewers on the 23rd and exceeded 3.1 billion won in pre-sale revenue alone.

Theater is no longer an 'essential space' for cultural life. It has become just one of many options that emerged after the pandemic. Audiences perceive movie theaters as places to visit only for special reasons. Theaters are functioning as another type of performance venue through live concert films.

Joo Young-hoon (42), whom we met at CGV Yongsan in Seoul, said, "To see a favorite singer's concert, you have to go through ticketing, and on hot days, you sweat and wait in line to enter the venue, but at the cinema, you can enjoy it comfortably in relatively cheap seats, so I visit often." Watching live concert films is becoming another 'fangirling' (deeply engaging in an interest) course. Lee Jeong-mi (29), whom we met at Megabox COEX in Seoul, cited chanting together and merchandise as the biggest attractions. She said, "I have been to concerts, but the charm of watching it as a film is different. Waving light sticks and singing together in the theater relieves stress, and it's nice to be able to buy merchandise like at a concert."

Evolving into Experiential 'Fandom Films'... Singers and Theaters Join Hands

This change is a global trend. In October last year, in Hollywood, a pop singer Taylor Swift's live film and the master director Martin Scorsese's new work competed in theaters. The domestic atmosphere is also hot. On the 22nd, about 1,000 fans gathered unusually at the press screening of Lim Young-woong's live concert film, drawing attention.

Film industry insiders unanimously said, "This is the first time we've seen such a scene in a theater." Choi Yuri, CEO of the film company Hours, which handles marketing, said, "We prepared thoroughly but did not expect so many people to come." She added, "We set up barriers from dawn and organized the venue, and many fans came by train from provinces since morning. CGV prepared an emergency support booth with water and glucose candies, and the audience sat orderly and enjoyed the screening quietly."

The movie 'Seventeen Tour 'Follow' Again to Cinema' is being screened at CGV
[Photo by PLEDIS Entertainment, HYBE]

The era of viewing live concert films simply as products for 'idol fans' is over. As they form a new culture and evolve into 'fandom films,' the market potential is considerable.

Choi, who is in charge of marketing major live films including singer Lim Young-woong, group SEVENTEEN, and BTS member Jungkook, said, "Each singer targets different audiences. Lim Young-woong's fandom 'Hero Era' is spread nationwide, so we created photo zones in local theaters to provide experiential spaces. BTS's marketing considers broader public appeal." She continued, "Special perks are important for live concert films. Just like actual concerts, theaters sell various MD products (promotional goods) such as popcorn buckets and drink cups, and audiences enjoy the film and receive gifts, which satisfies them."

'N-th viewing' is also increasing in various screening formats. Choi said, "The response to 'sing-along screenings,' where audiences sing along and wave light sticks while shouting cheers, is especially good. SEVENTEEN's film, which has many stage scenes, is being watched repeatedly in general 2D, IMAX, ScreenX, and 4DX formats. Watching in 4DX gives a high satisfaction as the wind blows and seats move to the beat, making it feel like being at an actual concert."

As live concert films are considered 'cash cows' in theaters, cinema operators are trying various collaborations with singers. A film industry insider who requested anonymity said, "From the theater's perspective, securing diverse content and attracting audiences of a wide age range is attractive," adding, "This increases so-called 'popcorn revenue' from concessions, a major income source for theaters, and generates decent profits through merchandise sales, making it appealing."