CJ CGV, South Korea's largest multiplex cinema chain, has announced that it will expand investment in high-technology, multi-projection screens and premium large format theatres to meet changing customer demand in the post-pandemic era.
"We will focus more on expanding high-tech screens in a bid to help movie fans not only watch content but also experience something more special at theatres," said Cho Jin-ho, who manages content programming for CGV. "We are also adding more small private screening rooms for those who want their own space."
This story was first reported by South Korea’s Yonhap News Agency.
He said CGV's flagship technologies of ScreenX and 4DX will be front-line formats of its strategy. ScreenX is a multi-projection cinematic platform that provides 270-degree panoramic images to audiences by expanding the display onto the theatre's side walls. The 4DX format allows films to be decorated with various practical effects, including motion seats, water, and scents.
Globally, CGV currently operates 350 ScreenX theatres and 783 4DX theatres in 106 countries, including the United States, France, Britain, and Japan. CGV opened a new ScreenX theatre at its Yeongdeungpo branch in southwestern Seoul this weekend, which is equipped with a combined 69-meter-wide screen and six projectors.
The company said livestreaming of non-film content, like music concerts, theatrical musicals or online game competitions, is also available at the newly launched ScreenX theatre thanks to its surround sound speakers and special lighting system.
At the same time, the company 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. "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," a CGV executive said. "As people enjoyed entertainment content easily and comfortably at home through online streaming services, they want something different at theatres. 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 pandemic."