By Lee Gyu-lee Video by Lee Min-young, Kim Kang-min
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.