Link to the original article :
https://www.koreatimes.co.kr/path/A2025042222210000972
By Baek Byung-yeul
As Korea’s cinema landscape continues to evolve, a growing number of moviegoers are seeking alternatives to the ubiquitous multiplex chains.
Dissatisfied with standardized experiences, audiences are increasingly drawn to smaller, independent venues that offer unique concepts, curated film selections and intimate atmospheres.
From retro-themed theaters showcasing classic gems to private screening rooms serving meals during the movie, these emerging cinemas are redefining the film-watching experience.
Digging for dusty gems at Movie Land
A prime example of this trend is Movie Land, nestled in Seoul’s trendy Seongsu-dong neighborhood. Housed in a renovated three-story building, Movie Land has quickly become a hotspot since its opening in February 2024, not just for showing films, but also for cultivating a community around a love of cinema and storytelling.
The theater’s director, known as Soho, elaborated that Movie Land is more than just a place to watch films, saying it was conceived as “a place for digging for dusty gems.” The director added it stems from a belief that older films, viewed through a fresh perspective, can reveal treasure-like qualities.
“The idea of a theater space was appealing because it allows for diverse conversations mediated through film,” Soho told The Korea Times. “We believe that even old movies can reveal gem-like charms when viewed from a new angle. That’s why Movie Land selects a curator each month and presents films through their unique perspective.”
The journey to bring Movie Land to life was long and deliberate. “Including planning, design, architecture and interior construction, the preparation period took about two years,” Soho said.
This careful planning is evident in the space itself. The building evokes the nostalgia of pre-multiplex single-screen theaters. The first floor houses the ticket booth, a snack bar and a popular souvenir shop selling Movie Land-branded merchandise like shirts, tote bags and cups. Visitors purchase tickets and often wait in the stylish second-floor lounge, filled with curated objects and film posters, building anticipation before heading up to the third-floor screening room.
Instead of chasing the latest blockbusters, Movie Land focuses on curated selections.
“We focus on expanding the cinematic experience through Movie Land’s uniquely designed tickets, posters, exhibitions and talk events,” Soho said. Complementing the screenings are their YouTube channel MoTV and the podcast “Movie Land Radio,” where the curators discuss their film choices, deepening the audience’s engagement beyond the movie itself.
This curated approach combined with a unique atmosphere has proven successful.
“Our average sell-out rate for the first year since opening in February 2024 was 83 percent,” the director said. “Given that the theater industry is often perceived as declining, we initially projected around a 50 percent sell-out rate. This performance significantly exceeded our expectations.”
While Soho acknowledged that there’s still room for improvement financially, the outlook is positive. “We believe we are establishing ourselves as a distinctive spatial platform, and we see positive potential in terms of long-term profitability,” the director said.
The unique appeal of Movie Land has also attracted international visitors.
“Yes, we do have foreign visitors,” Soho confirmed. “The first-floor souvenir shop and snack bar are accessible without reservations. For screenings in the second-floor lounge or third-floor theater, booking through our website is required.”
More audiences seek privacy, comfort
The desire for experiences beyond the standard multiplex offering manifests in various forms. Privacy and comfort are key drivers for services like multiplex chain Megabox’s Boutique private screening rooms.
“My child wanted to watch a movie with close friends for their 11th birthday,” a woman surnamed Lee said about her experience renting a Boutique theater in Seoul for her child’s birthday. “While searching, I found out about the Boutique. Although the price was a bit higher than a regular cinema ticket, I decided to book it.”
The experience proved worthwhile. “About 10 children, my child and their friends, watched the movie together. They said the seats were incredibly comfortable, and they loved being able to watch freely without worrying about disturbing others,” Lee said.
“While I might not use it frequently, I thought it’s definitely worth considering for special occasions. It offers a much more comfortable experience compared to watching with a large audience of random strangers. I think services like this are great.”
Another company tapping into the demand for unique cinema environments is Monoplex. Their philosophy explicitly aims to pursue a new form of cinema.
A particularly buzzworthy example of Monoplex’s approach is Ahnyoungche X Monoplex in Dongtan, a new community in Hwaseong, Gyeonggi Province. The venue has attracted online attention for its unconventional concept: a cinema designed like a “hanok” (a traditional Korean house), where visitors can enjoy full meals during screenings ? including Korean dishes such as “gukbap” (hot soup with rice).
The theater interior blends traditional Korean architectural elements with natural touches like wood and plants, creating a calming, almost camping-like atmosphere. Also, its four-person seating arrangements cater specifically to families with children, and each seat comes equipped with a table for dining convenience.
The unique concept has made this cinema a popular destination for dates and family outings alike, fueled by positive word of mouth on social media. “Perfect for coming with kids. I definitely come here whenever watching a children’s movie,” an online review commented.
Bringing cinema home
The desire for special and private movie-watching spaces is now affecting the housing market, as high-end apartment complexes are trying to attract buyers with unique shared features that go beyond the usual golf areas, gyms and dining. Having a private cinema within the apartment complex is becoming a popular and desired amenity.
This caters to residents’ desire for high-quality movie experiences without leaving their complex. It’s a notable trend, contrasting sharply with the recent closures of several multiplex locations struggling with declining profitability.
Seocho Grand Xi, completed in June 2021, made headlines as the first apartment complex in Korea to install a CGV Salon, a private cinema exclusively for residents. The theater features a 26-seat theater designed to match the CGV theater chain’s premium standards. Residents conveniently book tickets via an apartment app, with charges added to their monthly management fees. Similarly, The H Xi Gaepo apartment complex operates the DH Cinema, an eight-seat private theater, offering screenings for roughly one-third the price of public premium cinemas.
“The increasing popularity of these varied, smaller movie theaters shows a significant change in what people want. As we are living in the age that everyone can watch content on their own devices, going to a cinema needs to be more than just seeing a film,” an official from the local movie industry said.
“While multiplexes will continue to play a major role, particularly for blockbuster releases, it is obvious that these small theaters are changing the movie-watching experience from simple viewings to a special and memorable experience.”
