Barely a decade ago, movie theaters in Korea were just places to watch films and eat popcorn. In most theaters, lobbies were small and people had to buy tickets and kill time outside until time to be seated. When the previous screening ended -- as soon as the last scene faded to black -- lights went up and the audience was ushered out; no time for rolling, let alone reading the ending credits.
The situation got better when the multiplex era arrived in Korea in 1998. The multiplexes were equipped with not only a larger number of screens but also game arcades, a better selection of food and snacks and a bigger space where people could hang out.
With the multiplex era, people could linger in a movie theater, read the credits and even hang around after the show.
But theater owners have realized that some people are getting tired of the multiplexes and audiences always want something new and different.
Consequently, to meet growing expectations, theater operators have tried several new ways to attract audiences.
Couple seats at theaters have been around for a long time in the wake of the trend that moviegoers want to eat, drink and be comfortable with their date while watching films.
And many theaters are turning their screens into so-called digital cinema systems, which offer a comprehensive package that includes high-end equipment and better quality movies.
Also some movie theaters are transforming themselves into live venues. One of Korea's largest movie complex chains, CGV, opens two of its cinema stages in Seoul's upscale Sangam and Apgujeong districts to theater groups during the summer.
And now, a new and trendy concept is finding its niche. Cine de Chef, a theater launched earlier this month in Apgujeong, is introducing a luxurious and comfortable seating arrangement with gourmet food. The food is so good, according to operator CGV, that some guests have likened it to a five-star hotel restaurant.
The cinema guarantees privacy in its spacious venue, which allows only 30 guests at one time. They each sit in a lavish easy chair, which CGV says cost eight million won, or over eight thousand dollars, a piece. The operator says the arrangement has proven particularly appealing to wealthy Arabs.
It also has world class 11.1 channel speakers that surround the whole cinema, including the floor and ceiling, and the nouveau Oriental dining is prepared by chefs who graduated from prestigious Le Cordon Bleu culinary schools, according to CGV.
The service at the theater is also exceptional with valet parking, an exclusive elevator and an escort service. English speaking staff are present to help foreign customers.
There is a catch, though. The ticket price ranges from 60,000 won to 100,000 won, depending on the day and time, but it is sure to impress your date or business associate.
Cine de Chef is located at CGV, Apgugeong. For more information or to make reservations, visit Open the link or call 02-3446-0541.
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