With less stringent COVID protocols entering the summer, South Korea's largest multiplex cinema chain, CGV, will showcase its flagship ScreenX and 4DX technologies as its frontline formats of strategy.
"ScreenX is a multi-projection cinematic platform that provides 270-degree panoramic images to audiences by expanding the display onto the theater's side walls. The 4DX format allows films to be decorated with various practical effects, including motion seats, water and scents." (Yonhap News)
CGV recently opened a new ScreenX theater at its Yeongdeungpo branch this past weekend, equipped with a 69-meter (226 feet) wide screen and six projectors. The company also stated that live streaming non-film content such as music concerts, theater, and online gaming is also available using the new ScreenX theater.
South Korean movie theaters are known for their unusual sitting arrangements, namely "couple seats" where couples can enjoy a movie in a more intimate space with enclosed seating. CGV said, "it will build more private, independent movie suites, such as sky boxes, as an increasing number of people prefer to feel at home while watching movies." (Yonhap News)
"We can say ticket sales of ScreenX and 4DX theaters pulled off steady growth during the pandemic, while the global and Korean film industry struggled with a sharp drop in overall revenues," CGV said. "As people enjoyed entertainment content easily and comfortably at home through online streaming services, they want something different at theaters." (Yonhap News)
The combined revenue of ScreenX and 4DX theaters fell slightly from $363 million in 2019 to $331 million in 2021, although only five films were simultaneously released for the two formats last year, according to CGV.
"The rising demand for high-tech screens and private theaters will grow further in the future and provide fresh momentum to movie theaters, which have to prepare for the end of the pandemic," a CGV official said.
Globally, CGV operates 350 ScreenX theaters and 783 4DX theaters in 106 countries, including the United States, France, Britain and Japan, as of June 2022.
How about this type of movie-going experience? Would you be willing to pay a premium for this? Let us know!
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