Hundreds of movie theaters across Asia have made a surprise transformation into the scene of a music festival that fans are eagerly enjoying. In the screening room, fans sang along to their favorite artists' songs and danced, while random play dances and karaoke events were held around the theaters.
HYBE announced on the 17th that it conducted the 'HYBE CINE FEST IN ASIA sponsored by Weverse' successfully in more than 370 theaters across 10 countries and regions in Asia, including Korea, Taiwan, Malaysia, Singapore, India, Indonesia, Japan, Thailand, the Philippines, and Hong Kong from the 10th to 13th.
The concert films of four teams from the HYBE Music Group and the 'HYBE CINEMA NORAEBANG,' restructured from the artists' music videos, along with a live viewing of Jin's fan concert in Osaka, were screened, attracting approximately 320,000 viewers. In Japan, screenings will continue until the 7th of next month, and additional screenings are expected in Indonesia and Hong Kong this month due to audience support, anticipating more viewers at the theaters.
The HYBE CINE FEST, which was first introduced in South America last year, is an event where audiences can feel the excitement and emotion of a concert through the theater's large screen and magnificent sound system. It has established itself as a space for K-pop fans to enjoy, hosting various offline events.
Audience members who visited the theaters holding colorful light sticks enjoyed the concert stage shown on the screen, singing along with the artists. In some screening rooms, audiences stood up or went to the front of the screen to hold hands and dance, creating an atmosphere that rivaled any music festival.
In each country, at least one theater operated as a 'special location,' decorated with posters and banners for the 'HYBE CINE FEST IN ASIA.' Long lines formed at photo zones and instant photo booths like Photoism set up in theater lobbies, with fans eager to take pictures, while a 'message wall' adorned with artists' handprints, signatures, and handwriting continued to attract fans wanting to leave supportive messages. Popup stores selling official merchandise from HYBE music group artists were established in special locations in some countries and regions, and in Taiwan, bracelets engraved with artist signatures were offered as viewing privileges. In Korea, the entire outdoor space of the 4th floor of HDC I'Park Mall in Yongsan was transformed into 'HYBE CINE FEST IN THE GARDEN.'
Among the special locations, various fan participation events linked to local shopping malls were held, adding more excitement to the event. In Malaysia, colorful events such as random play dance, flash mobs, and games were held in the outdoor square of the large shopping mall LaLaport in Kuala Lumpur. Additionally, at the CGV Central Park location in Indonesia, a karaoke event where fans sang along to songs by HYBE Music Group artists attracted attention.
A representative from Trafalgar Releasing said, 'HYBE CINE FEST IN ASIA is a great example of what HYBE, the film distributor, and the theaters can do to provide fans with a meaningful experience,' adding that it transformed theaters into immersive festival spaces, offering Asian K-pop fans an opportunity to enjoy music together.
A representative from HYBE noted, 'HYBE CINE FEST is evolving into a music festival where fans gather in theaters to communicate and enjoy various events beyond just watching concert films,' adding that they will continue to create opportunities for fans to experience and engage with K-pop in various ways.
Meanwhile, the 'HYBE CINE FEST IN ASIA' screening, with global superfan platform Weverse participating as the main sponsor, includes concert films such as BTS's 'BTS MAP OF THE SOUL ON:E,' SEVENTEEN's 'SEVENTEEN WORLD TOUR [BE THE SUN] - SEOUL,' and TOMORROW X TOGETHER's 'TOMORROW X TOGETHER WORLD TOUR.
[Photo] HYBE
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