Fans cheer during a professional baseball game between LG and KT at Jamsil Baseball Stadium in Seoul, Wednesday. Yonhap

A professional baseball game between LG Twins and KT Wiz took place under the scorching sun at Jamsil Baseball Stadium in Seoul on Aug. 29.

In the bottom of the 8th inning, with one out and the bases loaded, KT's Mel Rojas Jr. hit a three-RBI double to right-center, turning the game around and eliciting thunderous cheers from the stands.

Despite the blistering heat, 69,559 spectators flocked to the five games held that day, and in the sweltering month of August, the average attendance per game across all stadiums exceeded 15,000.

Meanwhile, just a subway stop away from the baseball stadium, the atmosphere at a nearby multiplex cinema was strikingly subdued. Around 20 people lingered near the ticket counter, and the low turnout was evident with only one staff member at each concession stand and screening room.

Kim Min-seok, 26, who was killing time before a scheduled appointment, left the cinema without buying a ticket, saying, "There's nothing worth watching."

Crowds of spectators gather at Jamsil Baseball Stadium in Seoul for a scheduled game between the Hanwha Eagles and the Doosan Bears, Aug. 25. Yonhap

Baseball, basketball, vollyball thrive

This summer, movie theaters, a typical escape from the heat, saw fewer visitors. The increasing popularity of at-home movie streaming via OTT platforms and rising ticket prices are seen as the main reasons for the decline.

According to the Korean Film Council, the number of moviegoers in the six months to June this year reached 62.9 million, a 7.8 percent increase compared to the same period last year (58.4 million).

However, when compared to the pre-pandemic era in the first half of 2019 (109.3 million), the numbers show a significant drop of over 40 percent.

While the film industry struggles, professional sports are flourishing. In particular, professional baseball is setting new attendance records.

This year, Korean baseball surpassed 5 million spectators by June 15, marking the second-fastest achievement in history after 2012. This milestone was reached in just 345 games, well before the regular season's halfway point of 720 games.

As of Aug. 28, the league surpassed 9 million spectators for the first time in its 42-year history, with a high probability of reaching 10 million by season's end.

It's not just baseball that's thriving.

K League 1, the top tier of Korean professional football, surpassed 1 million spectators by June 1, 91 matches into the season, marking the fastest growth since 2013.

Professional basketball (KBL) and volleyball (KOVO), both of which operate on a fall-winter schedule, have also nearly recovered to or even exceeded their pre-pandemic audience numbers and ticket sales revenue for the 2023-2024 season.

A multiplex movie theater stands deserted in Gangnam District, Seoul, Thursday. Korea Times photo by Choi Hyun-bin

Why are movies struggling?

Why are movies the only form of entertainment not experiencing a resurgence? This question is sparking considerable debate within the film industry.

Actor Choi Min-sik recently pointed to high ticket prices as a primary culprit, suggesting that people prefer subscribing to an OTT service and watching multiple movies for the cost of a single theater ticket. Indeed, the three major theater chains—CJ CGV, Lotte Cinema, and Megabox—raised ticket prices three times between 2020 and 2022, with general admission for weekends reaching 15,000 won ($11).

Shin Sun-joo, 29, who last visited a theater in February, said, "The price of a movie ticket has gone up so much that I find it better to wait and watch it on Netflix."

However, if we examine the average spending per customer (sales divided by the number of visitors), attributing the movie slump solely to "expensive prices" might not be entirely accurate.

According to the Korean Film Council's integrated database, the average spending per moviegoer peaked at 10,285 won in 2022 but decreased to 9,698 won in the first half of this year. This decline is partly due to promotions such as telecom discounts, credit card offers, and special discount days.

Average spending at sports venues, on the other hand, is generally higher. For instance, the average spending per spectator at a KBO (Korean Baseball Organization) game rose from 11,781 won in 2019 to 15,226 won last year.

As Korean professional baseball sets an all-time record for attendance, sales in nearby dining establishments have also surged. Spectators form long lines in front of stores inside Jamsil Baseball Stadium in Seoul, Aug. 25. Yonhap

Not money but fun

The figures for KBL (around 14,000 won) and K League (around 12,000 won) also surpass those of movie theaters.

Ultimately, fans suggest that the reason behind the decline in movie attendance and the rise in professional sports isn't "money" but rather "fun."

Watching sports offers a higher "psychological satisfaction-to-cost ratio" compared to movies. In an era flooded with video content on screens, live sports provide an immersive experience that can't be matched.

The chance to disconnect from online interactions and engage face-to-face with family, friends, and other fans during games is another factor.

Oh, 24, who became a baseball fan last year and visits the stadium at least once a week, said, "The 'dopamine' hit is different compared to just sitting and watching a movie. I can't even remember the last time I went to a movie theater."

Kim Yeon-seok, 31, a 14-year LG Twins fan, said, "The thrill of cheering together with other fans and sharing that heated energy is the true charm of watching live games."

Actor Choi Min-sik recently suggested that movie ticket prices should be lowered to attract more moviegoers back to theaters. Yonhap

This article from the Hankook Ilbo, a sister publication of The Korea Times, is translated by a generative AI and edited by The Korea Times.