Lotte Cinema's Sound-Specialized Gwangum Cinema Makes Debut in Vietnam

Lotte Cinema's sound-specialized theater, GwangEum Cinema.

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Lotte Cinema's sound-specialized theater, Gwangum Cinema, has made its overseas debut for the first time. On April 6, it was introduced at the Go Vap branch in Ho Chi Minh City, Vietnam, under the global exclusive brand name 'BOOMAX'.

BOOMAX is a name that combines 'BOOM', representing heart-thumping ultra-low frequencies, and 'MAX', signifying the maximization of sound pressure amplification. A representative from Lotte Cinema explained, "We created a separate brand to intuitively convey the sound identity of Gwangum Cinema, which has already been proven in Korea, to overseas audiences."

The decision to choose Vietnam as the first overseas market was driven by the country's rapid market growth. A premium viewing culture is spreading, especially among younger generations, and there is a strong preference for horror and action genres, where auditory immersion is critical. Lotte Cinema's strategy is to sequentially introduce BOOMAX in line with these trends, thereby raising the bar for local premium theaters.

The 'Super Plex with BOOMAX' introduced at the Go Vap branch is a specialized theater that combines Lotte Cinema's PLF (Premium Large Format) theater, Super Plex, with Gwangum Cinema. By adding powerful low-frequency sound to the overwhelming visuals of the ultra-large screen, it maximizes the sense of immersion in movies.

In Korea, Gwangum Cinema is currently operated at twenty-two locations, and it will be introduced at the Changwon and Suwan (Outlet) branches later this month. A Lotte Cinema representative said, "Recently released titles such as 'Project Hail Mary' and 'Salmokji' are creating synergy with Gwangum Cinema, resulting in higher seat occupancy rates compared to regular theaters. We will continue to provide differentiated experiences to global audiences as well."

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