South Korean movie theaters, grappling with a notable downturn in attendance adn film releases, are diversifying their offerings to stay afloat. Facing empty screening rooms even on weekend evenings, major cinema chains are turning to choice events such as university admissions sessions, live sports broadcasts, and even knitting circles.

The State of the Industry

• Audience Decline: The number of domestic film audiences has plummeted to half of what it was before the COVID-19 pandemic. In 2019, there were 226.68 million moviegoers; recent figures show a dramatic decrease.
• Sales Drop: According to the Korea Film Promotion Committee, total sales for domestic theaters in April decreased by 43.1% (₩38.8 billion) compared to the same month last year. The number of viewers dropped by 41.8% (3.9 million).
• Fewer Releases: The number of commercial films with production costs exceeding ₩3 billion released last year was down 18% from 2019 (45 films). Projections for this year estimate only 20 such releases.
• Financial Losses: Major theatre chains have reported substantial losses. Megabox recorded operating losses of ₩10.3 billion, a 635% increase from the previous year.Lotte Cinema turned to a deficit of ₩10.4 billion. CJ CGV reported an operating loss of ₩31 billion in its domestic film business for the first quarter.

Lotte Cinema: Hosting University Admissions Sessions

Lotte Cinema is hosting the CAU Wave Cinema Tour for Chung-Ang University’s 2026th grade at 11 theaters in 10 cities, including Seoul, Busan, Daegu, and Gwangju, starting on the 24th.

Traditionally, university entrance briefings are held in gymnasiums or large meeting facilities. However, cinemas offer several advantages:

• Accessibility: Movie theaters are easily accessible with good transportation links.
• advanced technology: They feature state-of-the-art sound systems and large screens.
• Comfort: Wide, comfortable seating enhances the experience for attendees.

This arrangement is a Win-Win for both the university and the cinema chain. Universities can provide a consistent, high-quality experience across multiple locations, while Lotte Cinema can utilize its facilities during off-peak hours.

CGV’s Diversified Approach

CJ CGV is also exploring various alternative revenue streams:

• Knitting Award: CGV hosts a Knitting Award event where attendees can watch movies and knit together. The event gained popularity through word-of-mouth, with many appreciating the possibility to knit with friends on comfortable sofas. Due to high demand, CGV quickly made it a regular event after the initial all-in-one session sold out in January.
• Live Baseball Broadcasts: CGV broadcasts professional baseball games, offering fans an alternative to traditional screenings. On the 18th, they broadcast KT whiz VS LG twins and SSG Landers VS Hanwha Eagles games.

The baseball Specialization Theater at CGV Incheon allows fans to order food at their seats and enjoy the game with friends, creating a lively and engaging atmosphere.

The Unavoidable Choice

The shift towards alternative events is driven by the need to fill empty theaters and generate revenue.as one cinema industry official stated, it is indeed difficult to survive just by screening a movie like the previous one.