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| ▲ This file photo from June 12, 2022, shows a multiplex cinema in Seoul. (Yonhap) |
SEOUL, Aug. 21 (Yonhap) -- The ongoing debate over movie ticket prices has resurfaced following a recent remark by actor Choi Min-sik. This issue, which involves the perspectives and interests of not only theaters and consumers but also production companies and distributors, is complex and calls for broad discussion.
◇Choi Min-sik's "Ticket Prices Should Go Down" Comment Sparks Debate
On August 17, Choi Min-sik appeared on the MBC talk show Son Seok-hee’s Questions, where he responded to a viewer’s concern that “movies are dying out” by saying, “Ticket prices have gone up a lot. They should be lowered. If you suddenly raise them when demand is high, even I wouldn’t go.” He pointed out that ticket prices have risen to 15,000 KRW, adding, “With that money, you could stay home and watch multiple streaming services. Going out for a date at the movies could easily cost you over 100,000 KRW.”
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| ▲ This image, captured from 'Son Suk-hee's Questions' on MBCNEWS' Youtube channel, shows veteran actor Choi Min-sik mentioning moviegoers' burden over the movie ticket prices. (PHOTO NOT FOR SALE) (Yonhap) |
Choi acknowledged that while he understands theaters’ reasons for raising prices, given the hardships they faced during the COVID-19 pandemic, his comments quickly gained traction online. The YouTube clip featuring his remarks attracted comments agreeing that “15,000 KRW for two hours is too expensive,” alongside others arguing that “actor fees should also be lowered.”
KAIST Business School Professor Lee Byung-tae also weighed in, criticizing Choi’s comment on Facebook as “ignorant.” He argued, “If lowering prices would bring in more customers and increase profits, companies would do so without being told.” Lee further questioned whether Choi had donated his appearance fees to support struggling theaters during the pandemic, asking, “Does he think running a theater is a charity?”
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| ▲ This image, captured from KAIST Professor Lee Byung-tae's Facebook post, criticizes Choi Min-sik's remarks about the movie ticket prices. (PHOTO NOT FOR SALE) (Yonhap) |
◇Concerns Within the Film Industry and Theaters’ Focus on Improving Services
Although movie ticket prices have steadily increased over the years, the controversy intensified when the three major multiplex chains raised the base price from 12,000 KRW to 15,000 KRW (for adult 2D movies on weekends) in response to significant losses during the pandemic. Theaters justified the hikes by citing the need to recover from these losses and cover rising costs due to inflation. However, many consumers felt that the price increases were excessive.
A working professional, who typically watches movies at theaters once a month with family or friends, commented, “At previous prices, I would have gone to the theater two or three times a month, but now I find it burdensome, so I usually go during early morning discount hours.”
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| ▲ Members of civic groups, including the People's Solidarity for Participatory Democracy and Ansan Consumer Association Council, hold a press conference on June 26, 2024, in front of CGV's headquarters in Yongsan, Seoul, to file a complaint with the Fair Trade Commission regarding allegations of price collusion and profiteering by CGV, Lotte Cinema, and Megabox. (Yonhap) |
Within the film industry, some expressed concern that steep ticket price hikes could backfire by discouraging theater attendance, especially as more people turn to online streaming services (OTT). The ticket price hikes have even led to legal disputes. In June, civic groups, including the People’s Solidarity for Participatory Democracy, filed a complaint with the Fair Trade Commission, alleging collusion and profiteering by the three major multiplex chains.
Theaters, however, emphasize the importance of improving service quality, including the content offered, rather than focusing solely on ticket price controversies. Hwang Jae-hyun, CGV’s Head of Strategic Support, stated, “What matters most is the content. The industry needs to work together to provide value that matches the ticket prices.”
Choi Min-sik also touched on this during his appearance on Son Seok-hee’s Questions, saying, “It’s a difficult challenge to bring audiences back to theaters. In my opinion, it’s a content issue. Creators need to produce quality work.”
The debate over ticket prices is complex when considering real-world details. Theaters argue that, when factoring in various discounts and benefits, including senior discounts, the average price is lower than many think. According to the Korean Film Council’s mid-year report on the film industry, the average movie ticket price in the first half of this year was 9,698 KRW, dropping below 10,000 KRW for the first time in three years due to the decline in audience numbers for premium formats like IMAX and ScreenX, driven by the poor performance of Hollywood films.
There is also a call for discussions involving a broader range of stakeholders, including theaters, production companies, and distributors. The Korean Film Council established a consultative body last year to discuss ways to overcome the crisis in the film industry, including the ticket price controversy, but discussions have since stalled.
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