[Inside Chodong] The Table Is Beautifully Set, But...

by Lee Jonggil

Published 29 Jun.2021 13:00(KST)

On the 13th, thanks to smooth COVID-19 vaccination and the summer peak season, the number of movie theater audiences is increasing. Students are purchasing tickets to watch movies at CGV Yongsan I'Park Mall in Seoul. Photo by Mun Ho-nam munonam@

This summer's peak season is both an opportunity and a crisis for the cinema industry. On the surface, it looks glamorous. The table is beautifully set. Starting with Marvel Studios' ‘Black Widow,’ a slew of highly anticipated films are being released.

Among them, director Ryu Seung-wan's ‘Mogadishu’ and director Kim Ji-hoon's ‘Sinkhole’ are receiving preferential treatment. The three multiplex chains (CGV, Lotte Cinema, Megabox) guarantee to recover 50% of the production costs (including promotional marketing expenses).

The fact that cinemas are taking on the risk of losses for distributors and producers to encourage releases shows how desperate the situation is. It is known that the three multiplex chains need monthly attendance to exceed 10 million to break even. Before the pandemic, this was not difficult. In January last year, just before the COVID-19 outbreak, the number of moviegoers was 16,843,695. In 2019, over 20 million people gathered in February, June, July, August, and December respectively.

This year, the number of moviegoers in the first half of the year does not even reach 20 million. A representative from Multiplex A said, "If we do not rebound this summer, we may face closure," adding, "If it were not so serious, we would not have raised ticket prices again despite internal opposition."

Although a lineup of anticipated films is waiting, concerns still dominate the cinema industry. This is because the ban on food consumption inside theaters remains in place under the revised ‘social distancing’ guidelines effective from next month. Although seat spacing will be lifted when the quarantine level drops to level 1, the consensus is that practically nothing will change.

A representative from Multiplex B stated, "It is not because concession sales account for more than 15% of total revenue." "We must see it as taking away one of the pleasures that moviegoers enjoyed. It has even increased the psychological burden of infection that arose after the pandemic. There is concern that cinemas may become facilities to avoid."

On the 13th, benefiting from smooth COVID-19 vaccinations and the summer peak season, the number of movie theater audiences is increasing. At CGV Yongsan I'Park Mall in Seoul, a notice for 'Discounted Movie Admission Fees for Vaccinated Customers' has been installed. Photo by Mo Honam munonam@

According to the Korea Film Council, from January 28 last year to March 31 this year, 244 confirmed COVID-19 cases visited movie theaters. There have been no additional infection cases. Notably, 114 of them visited during periods when food consumption was allowed. A representative from Multiplex B argued, "Last summer, food consumption was allowed in all theaters until August 17," adding, "Since people face the screen and do not talk with others, it is safer than restaurants."

The correlation between food consumption and the number of moviegoers is difficult to prove clearly. The scale and buzz of released films have the greatest impact. However, it is a clear fact that distributors and producers avoid releasing films under the current conditions. A representative from Multiplex B explained, "Since the ban on food consumption became a basic restriction in December last year, domestic distributors have increasingly avoided releases."

In fact, the number of moviegoers in December last year and January this year did not exceed 2 million. The monthly average of 3.5 million recorded afterward is almost entirely due to foreign films. The Korean film that attracted the most viewers in the first half of the year was ‘Mission Possible’ (447,111 viewers), ranking only 9th in the overall box office.

There is one more negative factor for the cinema industry. Before last summer's peak season, the Korean Film Council distributed 1.33 million discount tickets worth 6,000 won each. Thanks to this, the number of moviegoers rebounded to 5,618,701 in July and 8,834,741 in August. This time, there is no such news. The struggle ahead of the rebound opportunity is as clear as day.