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| An image of CJ CGV's Tempur Cinema which provides a new level of luxury with reclining beds and full concierge service. Courtesy of CJ CGV |
By Lee Gyu-lee
The movie theater was once a relatively generic place. Audiences watched movies in narrow seats cramped in rows with thin plastic armrests.
In Korea ― one of the world's largest film markets with an annual 200 million ticket sales ― cinemas are undergoing a change. To meet the various needs of moviegoers, theaters are innovating and seeking to provide premium services to draw in high-end viewers.
Cinema lovers yearn for an upscale and exclusive experience to go with the movie.
Three major multiplex brands ― Lotte Cinema, CJ CGV and Megabox ― have been developing special theaters and have maintained fully dedicated premium seats and services for moviegoers to indulge.
Deluxe sofa seating offered with concierge service
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| The oval entrance opens up to premium Charlotte movie theater and its private lounge at Lotte World Tower in Jamsil, Seoul. Courtesy of Lotte Cinema |
Adjacent to the regular ticket booth, an oval entrance opens up to an exclusive lounge for customers.
The lounge, with decorative lighting fixtures, has its own ticket booth and bar which serves snacks and drinks, including bottles of quality wine. Customers can also order complimentary drinks at the station to enjoy at the lounge before the movie or have it served to them inside.
Only available in 10 Lotte Cinema theaters in Korea, including the four venues in Seoul, this luxurious theater has oversized reclining armchairs for a more spacious and comfortable viewing experience.
In a room that usually accommodates about 120 seats, there are only about 30 soft-leather chairs. The buttons on the chairs' armrests allow customers to lean back and put their feet up.
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| Each pair of spacious reclining chairs has high sides for added privacy. Courtesy of Lotte Cinema |
In this theater, only couple seats are available. Each section has high sides to isolate the couple seats from those next to them, giving a sense of privacy.
The concierge service is available at the touch of a button ― one for every seat. The wait staff is on standby to make sure customers' needs are met.
Tickets for this luxurious experience come at a price ― costing 45,000 won ($37) per person ― and they can only be bought in pairs.
Fine-dining to top bedroom-like theater
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| Dining area at CINE de CHEF Yongsan Courtesy of CJ CGV |
The cinema experience is enhanced at CJ CGV. On top of watching a movie in a cozy theater, the "CINE de CHEF" package comes with exquisite fine-dining prepared by chefs. After the first one launched in Apgujeong in 2007, two more opened in Centum City Busan (2009) and Yongsan (2017).
This gourmet kitchen offers a variety from French and Italian cuisine to cafe and bakery items. The dessert menu matches the pastries from popular movies, such Mendi's choux cake from the film "The Grand Budapest Hotel"
Black-and-white patterned marble surfaces and warm yellow lighting fill CINE de CHEF Yongsan and set the mood for the high-end dining experience. It has its own entrance and two elevators within the restaurant to take the customers up to the premium theaters.
A private lobby used as a lounge and bar is right in front of the elevator. Customers can pick up their complimentary drink and be escorted to their seats by the attendant to Tempur Cinema.
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| Tempur Cinema offers reclining beds equipped with cellphone chargers, hangers and service bells to call the waitstaff. Courtesy of CJ CGV |
Launched in 2015, the cinema is the first theater with reclining beds ― CGV's collaboration with world-class mattress brand Tempur.
This cozy cinema offers a full service and a whole amenity package including blankets and hangers, as well as cellphone chargers on the bedstand.
A la carte courses range from 65,000 won ($53) to 85,000 won ($70), while individual main dish, brunch, and beverage menus are also available. One can choose to use either of the services ― a seat for Tempura Cinema costs 90,000 won ($74) for two people ― or purchase one of a variety of dining and movie packages.
Private cinema room within large theater
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| An image of Megabox Balcony, located in Bundang. Courtesy of Megabox |
For people who want to make themselves at home in the theater, this space has brought a whole living room and placed it in the back wall of the cinema.
From the family couch and mini-cooler to the coffee machine, the place provides the services and amenities to make customers feel as if they are at home.
The welcome package including slippers and blankets adds to the coziness of this place. An air conditioner is placed in each room along with a volume controller on the wall to adjust the volume in the room.
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| The view of the balcony rooms at Megabox Songdo from in front of the screen. Korea Times photo by Kim Kang-min |
Megabox Balcony utilizes the space above and behind the seat-filled theater, giving a wider view of the screen in a VIP room. Only three Megabox venues hold Balcony spaces ― Hanam, Bundang and Songdo.
The balcony at Megabox Songdo is located in a full-sound MX Theater on a level above the regular seats, providing an exclusive space. Derived from balcony seats for opera houses, this box gives a commodious space with complete privacy for families or couples while having a panoramic view of the full screen.
As the room is sound-proof, customers can have conversations and make noise without having to worry about other people when watching the movie.
Prices of the balcony range from 80,000 won ($65) to 100,000 won ($82) for a group of up to four.
