By Yun Suh-young
The introduction of tiered pricing for theater seats by multiplex cinema chain CGV is drawing negative responses from moviegoers.
Since March 3, CGV has differentiated ticket prices for seats according to three different "zones" — economy, standard, and prime within theaters — much like seating in an airplane is divided according to economy, business and first class sections.
The economy zone is the first three lines from A to C, sometimes referred to as the neck-breaking seats due to their proximity to the screen.
The standard zone is the location of the middle seats, with the prime zone beginning five to six lines from the back depending on theater size.
The prime seats with the best view cost 1,000 won more than standard seats, while those in the economy zone are 1,000 won cheaper.
On top of the ticket price differentiated by seats, CGV also diversified the ticket prices according to what time of day people go, into six different time zones. For instance, a ticket to a film on a weekday before 10 a.m. costs 6,000 won but increases, for example with tickets during "brunch" hours (10 a.m. to 1 p.m.) rising to 7,000 won.
A "daylight" hours (1- 6 p.m.) ticket is 8,000 won and the "prime" or peak hours (4-10 p.m.) 9,000 won. Prices decrease after 10 p.m. to 8,000 won, and to 7,000 won after midnight. On the weekend primetime, the prices are 10,000 won from 10 a.m. to midnight.
Under the new pricing system, for an adult to watch a film on a weekend primetime on a back row seat requires them to pay 1,000 won more to watch a film.
"The new pricing system is to adopt the seating system of concerts, musicals, operas and sports into movie seats. It customizes to the needs of customers who can choose the ticket that is right for them depending on the time of day and location of the seats. It has expanded the selection range for moviegoers," said a CGV official.
However, public reactions have not been positive so far. People regard the change as a de facto price increase instead of a customized service.
"If the theater has not introduced upgraded seating facilities in proportion to the price, I would see it as a trick in trying to increase the price without stating it upfront," said Lee Ho-yeon, an office worker.
"I think the problem with the new system is that some people might take advantage of it. People who buy a ticket for the economy zone can get away with sitting at the prime zone and it wouldn't be fair to the person who bought the prime zone ticket for that price."
In fact, some moviegoers trying to save pennies make two reservations — one for economy and another for prime — and cancel the prime zone ticket 15 minutes before a movie starts so that they can sit there if nobody buys it at the last minute. Because there are no separate entrances such as in a concert hall, or staff to monitor people, the system faces challenges.
"It's normal to decrease the price of a seat that is less preferred rather than increase the price of good seats," said Park Hyung-rae, a moviegoer.
"I don't think movies are affected by the location of the seats like musicals are. The price of a musical ticket differs because audiences can see the actors upfront when they buy a seat closer to the stage. But for movies, that's not the case so I don't see a reason why the seat price should be differentiated."
John Burton, a consultant based in Seoul, said the new system was "outrageous."
"I understand that the differentiated pricing system is a global trend in many fields but I think the theater chain is just trying to make more money in this case," he said.
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Since March 3, CGV has differentiated ticket prices for seats according to three different "zones" — economy, standard, and prime within theaters — much like seating in an airplane is divided according to economy, business and first class sections.
The economy zone is the first three lines from A to C, sometimes referred to as the neck-breaking seats due to their proximity to the screen.
The standard zone is the location of the middle seats, with the prime zone beginning five to six lines from the back depending on theater size.
The prime seats with the best view cost 1,000 won more than standard seats, while those in the economy zone are 1,000 won cheaper.
On top of the ticket price differentiated by seats, CGV also diversified the ticket prices according to what time of day people go, into six different time zones. For instance, a ticket to a film on a weekday before 10 a.m. costs 6,000 won but increases, for example with tickets during "brunch" hours (10 a.m. to 1 p.m.) rising to 7,000 won.
A "daylight" hours (1- 6 p.m.) ticket is 8,000 won and the "prime" or peak hours (4-10 p.m.) 9,000 won. Prices decrease after 10 p.m. to 8,000 won, and to 7,000 won after midnight. On the weekend primetime, the prices are 10,000 won from 10 a.m. to midnight.
Under the new pricing system, for an adult to watch a film on a weekend primetime on a back row seat requires them to pay 1,000 won more to watch a film.
"The new pricing system is to adopt the seating system of concerts, musicals, operas and sports into movie seats. It customizes to the needs of customers who can choose the ticket that is right for them depending on the time of day and location of the seats. It has expanded the selection range for moviegoers," said a CGV official.
However, public reactions have not been positive so far. People regard the change as a de facto price increase instead of a customized service.
"If the theater has not introduced upgraded seating facilities in proportion to the price, I would see it as a trick in trying to increase the price without stating it upfront," said Lee Ho-yeon, an office worker.
"I think the problem with the new system is that some people might take advantage of it. People who buy a ticket for the economy zone can get away with sitting at the prime zone and it wouldn't be fair to the person who bought the prime zone ticket for that price."
In fact, some moviegoers trying to save pennies make two reservations — one for economy and another for prime — and cancel the prime zone ticket 15 minutes before a movie starts so that they can sit there if nobody buys it at the last minute. Because there are no separate entrances such as in a concert hall, or staff to monitor people, the system faces challenges.
"It's normal to decrease the price of a seat that is less preferred rather than increase the price of good seats," said Park Hyung-rae, a moviegoer.
"I don't think movies are affected by the location of the seats like musicals are. The price of a musical ticket differs because audiences can see the actors upfront when they buy a seat closer to the stage. But for movies, that's not the case so I don't see a reason why the seat price should be differentiated."
John Burton, a consultant based in Seoul, said the new system was "outrageous."
"I understand that the differentiated pricing system is a global trend in many fields but I think the theater chain is just trying to make more money in this case," he said.
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