Summer Box Office Reaches Highest Level Since the Pandemic
"Spider-Man" and "Odyssey" Fuel Specialty Theater Boom
9.55 Million Moviegoers in Peak Season... Rise in Repeat Viewings
The number of moviegoers at summer cinemas has reached its highest level since the pandemic. Viewing habits are also changing, with a rise in repeat viewings, particularly at specialty theaters.
According to the Data Strategy Team at CGV on August 12, the number of moviegoers during the summer peak season, from July 29 to August 9, was approximately 9.55 million. This is a 45.6% increase from the same period last year and represents the highest summer peak attendance since 2019. The surge is attributed to demand for "theater vacations," as extreme heat and the holiday season have driven people to seek out comfortable spaces to enjoy movies.
During the same period, the number of visitors to CGV theaters rose by 58.1% compared to last year. "Spider-Man: Brand New Day" and "Odyssey" led the box office in specialty formats, driving increased demand. ScreenX, 4DX, and IMAX achieved a high seat occupancy rate of 70% to 80%.
Among CGV visitors, 11.3% watched movies two or more times. Of these, 56.8% saw both films. The two major releases appear to be boosting each other’s demand and creating a synergistic effect.
Among repeat viewers, 15.7% watched "Spider-Man: Brand New Day" multiple times, and about half of them used formats such as ScreenX, 4DX, and IMAX. Reviews on online communities mention, “It’s worth seeing each format at least once,” reflecting the growing trend of watching the same film in different formats.
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Moon Byung-il, head of the Data Strategy Team at CJ CGV, explained, "This summer's box office is showing the strongest recovery since the pandemic, with consecutive hits from major titles and the popularity of specialty theaters driving more return visits." He added, "The culture of watching movies multiple times to enjoy differentiated experiences in each format seems to be establishing itself as a new viewing trend."
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