Megabox (CEO Hong Jeong-in, Nam Yong-seok) is pursuing changes in its space to provide a theater experience that satisfies audiences in line with evolving viewing trends.
On the 17th, Megabox disclosed a Q&A with Kim Bong-jae, Deputy Minister of the Multiplex Headquarters. This interview was conducted as part of a project titled 'Rediscovery of the Theater' to reassess the value of theaters.
Recently, Megabox has expanded its content library and strengthened various types of special theaters to meet the needs of audiences seeking maximum satisfaction from their theater experience. The flagship location at COEX is undergoing a complete renovation to special theaters to mark its 25th anniversary, introducing new special theaters 'Le Recliner' and 'MEGA | LED,' allowing audiences to enjoy content in their preferred way. Despite challenges in the industry, the plan is to continue investing in spaces to enhance audience satisfaction.
In this context, Kim Bong-jae, Deputy Minister of the Multiplex Headquarters, noted, 'The era when theaters only screened movies is over. It's the theater's assignment to provide diverse experiences for audiences in the limited space of a screening room. In the Recliner screening room, audiences can enjoy exceptional comfort, and in the LED screening room, they can experience not only movies but also animations, concerts, live viewings, GV, and stage greetings,' emphasizing that special theaters enhance the quality of experiences available to audiences.
Recently, there has been a strong demand for reservations at 'MEGA MX4D,' another special theater of Megabox. This is to watch the exclusive Megabox screening of 'Attack on Titan: The Final Season - The Last Attack' (hereinafter referred to as 'Attack on Titan: The Final Season') in 4D. In fact, after its release in March, the MX4D seat occupancy rate exceeded 83% within about two months and is still enjoying long-term success.
In this regard, Kim Bong-jae, Deputy Minister, stated, 'The exclusive work 'Attack on Titan: The Final Season has recorded over 920,000 viewers. Among them, 18% chose the MEGA | MX4D special theater. It has received evaluations that the combination of outstanding action scenes and 15 different 4D effects allows for deeper immersion.'
He also mentioned, 'In the past, we thought about what movie to watch in the theater, but now we consider what movie to watch at the theater. Accordingly, theaters are discovering content that audiences want to see and that is worth seeing, building facilities and environments that provide the best cinematic experience with that content.'
He added, 'Personalization is now a theme across all industries, and theaters are no exception. The culture of watching movies in theaters will not disappear. However, I believe the form can change according to what the audience desires. It can be a comfortable space like a living room sofa, or it can become a dynamic space that engages all the senses. Alternatively, it could become personalized and segmented into spaces where people who share similar tastes can enjoy content together. I will continue to strive to create spaces that meet the diverse needs of the audience.'
Here is the full Q&A with Kim Bong-jae, Deputy Minister of the Multiplex Headquarters.
Q. What is the background of renovating all auditoriums at Megabox COEX into special theaters, and why are you strengthening the special theaters?
'To celebrate the 25th anniversary of Megabox COEX, we executed a large-scale renovation and introduced new special theaters. This time, we presented special theaters 'MEGA | LED' and 'Le Recliner,' reflecting movie-watching trends. 'MEGA | LED' is a space that can accommodate various contents, not just movies. In the 'Le Recliner' screening room, audiences can enjoy extreme comfort as well as impressive sound. Megabox's special theaters are designed to enhance the quality of cinematic experiences available to audiences. Although the film industry is challenging, we will continue to invest to ensure audience satisfaction. We plan to expand and strengthen various special theaters to meet the needs of audiences who want to enjoy films in ways they prefer and to provide reasons to come to Megabox.'
Q. Why does Megabox COEX contain all of Megabox's special theaters?
'Megabox COEX is the first location opened in May 2000 and is the flagship site representing Megabox. Although it is not the first multiplex in Korea, it is the cinema that established the multiplex culture. COEX integrates the first technology, facilities, and service spaces introduced by Megabox. Major systems and policies are tested at the COEX location before being expanded to locations nationwide. Because of this symbolism, Megabox's new special theaters are applied to COEX first.'
Currently, Megabox COEX houses all special theaters including Dolby Cinema, MX4D, LED, Recliner, Boutique, and Boutique Private. As Megabox's number one flagship site, it will continuously propose a wide range of cultural content and new viewing formats for audiences as well as the film industry, evolving into an optimal cultural space that provides a unique cinematic experience.
Q. Why did you introduce three 'MEGA | LED' screening rooms at COEX?
'The era in which theaters only screen films is passing. It is the theater's assignment to provide diverse experiences to audiences in the limited space of a screening room. In this regard, the Recliner and LED screening rooms offer another premium space experience. In the Recliner screening room, there is extreme comfort, and the LED screening room can accommodate not just regular movies but also animations, concerts, live viewings, Q&A events, and more. Notably, cameras are installed inside the screening room, allowing screens to be displayed on the LED screen, enabling even those seated at the back to enjoy the large screen. It is a screening room optimized for the COEX location, which constantly hosts various events such as stage greetings, GV, and live viewings.'
Q. Recently, 'Attack on Titan: The Final Season - The Last Attack' filled the 'MEGA | MX4D' screening room with audiences.
'Over 920,000 viewers came to Megabox to see 'Attack on Titan: The Final Season - The Last Attack' (hereinafter 'Attack on Titan: The Final Season'). This set a new record in the history of Megabox's exclusive screenings, following 'Look Back,' which surpassed 300,000 viewers last year. Among the 920,000 viewers, 18% chose 'MEGA | MX4D.' After its release in March, the overall seat occupancy rate for MX4D exceeded 83% for about two months until the end of April, with over 90% at COEX alone. It has been praised for its immersive qualities due to the combination of outstanding action scenes and 15 different 4D effects.'
Q. Megabox KINTEX also opened 'Mega Ice Box.'
'On May 17, 'Mega Ice Box' opened at Megabox KINTEX, transforming an auditorium with about 400 seats into an ice rink. It will be operated with a focus on lessons from experts for aspiring figure skaters, speed skaters, and ice hockey players, and free skating can also be enjoyed during times when classes are not in session. Mega Ice Box is a complete transformation of the theater and a new space. The new experience of coming to the cinema to learn to skate will lead to an enjoyable space experience related to theaters. We ask you to watch the growth of Mega Ice Box, which is being created together with local residents and ice sports aspirants.'
Q. What is the future of theaters?
'The film industry and the viewing patterns of audiences have also changed. In the past, we pondered over which movie to watch in the theater, but now we consider which movie to watch at the theater. Furthermore, we even evaluate the level of satisfaction that the space of the cinema provides. Accordingly, theaters are discovering content that audiences want to see and that is worth seeing, and they are establishing facilities and environments that can provide the best cinematic experiences with that content.'
'Currently, personalization is a hot topic across all industries, and theaters are no exception. The culture of viewing movies in theaters will not disappear, but I believe the form can change according to what the audience desires. It could be a comfortable space like a living room sofa, or it may become a dynamic space that engages the whole body. Alternatively, it could evolve into a personalized and segmented manner, consuming desired content in a space shared with many who have similar tastes. We will continue to strive to create spaces that meet the diverse needs of the audience.'
[Photo provided by Megabox.]
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