Premium seats reshaping Korea's summer box office

Premium seats are reshaping Korea's summer box office, according to recent reports. As moviegoers become more cautious with their spending, cutting-edge cinematic experiences, led by IMAX giant screens, have become the primary driver behind Korea's summer box office revival. The domestic box office is experiencing a strong resurgence as major summer blockbusters lure crowds back to theaters.

The hot weather and peak holiday season have prompted people to flock to air-conditioned cinemas for big-screen visual spectacles that cannot be replicated at home on streaming platforms. According to data from CJ CGV, the largest cinema chain in the nation, nationwide theater attendance reached approximately 9.55 million from July 29 to August 9. This marks the highest summer attendance since 2019 and represents a 45.6 percent increase from the same period last year.

The multiplex chain alone saw visitor numbers at CGV theaters rise by 58.1 percent. Rather than opting for regular screens, moviegoers are increasingly choosing high-tech theaters that offer an experience that justifies the ticket price. Data from the Korean Film Council revealed that Hollywood blockbusters, Spider-Man: Brand New Day and The Odyssey, captured significant audience attention during this period.