Special Issue :
COVID-19 and mobility
Long weekend and
COVID-19
#Outlet #Daegu
Special Issue : COVID-19 and mobility
A cultural life
in the COVID-19 era
When the movie "Parasite" won four trophies including the award for Best Picture in the 92nd Academy Awards ceremony, the Korean film world was preparing 2020 with full of hope than of any other time. However, the unexpected outbreak of COVID-19 led to delay of highly anticipated films or change of direction to OTT (Over the Top). Thus, the audience preferred to stay home. However, the monitor watched at home fails to replace the big thrilling emotions from the theater. People who could not stand the small monitor and missed the movie theater decided to seek a Drive-in theater. We will explore how T map users enjoy their cultural life, looking for the first row in the Drive-in theater, instead of pressing buttons at home.
The first half of 2019 vs 2020
cinema admissions, Nationwide
| 11,000 |
| 9,000 |
| 7,000 |
| 5,000 |
| 3,000 |
Nationwide cinema admissions
-70.3%
109
million
The first half of 2019
32
million
The first half of 2020
* Source: Statistical data of Korean movies of the first half of 2020 by Korean Film Council
One thing led to another:
the future of film
The prolonged COVID-19 cripples various industries. In particular, the film industry is one of the domains most affected along with the tourism industry, and is going through unprecedented recession. In the first half of 2020, the total number of audience took up 32.41 million reduction of 70.3% compared to the previous year, and the total turnover of movie theaters was 273.8 billion KRW with decrease of 70.6%, showing the lowest number in terms of audience and turnover since 2005. Considering that the integrated network of movie theater ticketing system was established in 2004, this year faced the toughest or record since the counting started in earnest. For this reason, the film industry is now making a actively breakthroughs in by moving, away from the passive attitude of waiting for the diminished number of confirmed cases of COVID-19 which delays movie premiere dates. Along with OTT platform, drive-in theaters came up as a representative alternative to the COVID-19 era. This was a well-timed idea in many ways, in the sense that it allowed the audience to enjoy the movie in an independent space. In accordance with the growing demand of non-face-to-face services, it is likely that drive-in theaters emerge not only as a place for watching movies but also as opportunities to enjoy various cultural activities.
Multiplex cinemas and Drive-in Theaters, a crossed destiny
Observing the data of 2020 registering the movement from multiplex to drive-in theaters, the rapid progress of drive-in theaters is noticeable. In January when confirmed cases were not many, the movement volume towards Multiplexes was overwhelmingly high thanks to New Year holiday. From February on, the number started to drop. It even failed to reach less than half the level compared to the previous year. Contrarily, popularity of drive-in theaters rapidly increased. During February and March when powerful social distancing was practiced, the visitor volume drive-In theaters increased more than 100% compared to the same period last year. According to the most crowded period of drive-in theaters in 2019, summertime turned out to be the busy season when blockbuster movies were released one after another. Even in wintertime which hinders people from outdoor activities, the number of people visiting the drive-in theaters was continuously growing. In spring and autumn with good weather, the popularity decreased to a certain degree. However, in 2020, things changed right from the beginning. The volume of T map users who went to drive-in theaters was breaking daily records. In particular, the drive-in theaters of Daegu and Gyeongbuk region were thronged with people, the highest level in the country. Since this region was designated as a special zone for infection control on February 25, the 11 branches of Multiplex cinemas were temporarily closed, and the health crisis alerted the citizens of the region where up to 700 confirmed cases were reported a day. This situation brought about the unexpected boom in the Drive-in theaters. In April and May when COVID-19 subsided, the ascending graph of the drive-in theaters went downward. However, in June when the confirmed cases rose again, the movement toward the Drive-in theaters grew accordingly, proving the correlation between COVID-19 and the Drive-in theaters. Audience in Multiplex cinemas began to increase from April and May when the popularity of Drive-in theaters went slow, but the number did not even reach 50% of the previous year. However, the film "#Alive" premiered on June 24, when the first half of the year was almost at the end. The daily audience number exceeded 400,000, bringing liveliness to the film industry after a long time. Since numerous blockbuster movies are to premiere in the second half of this year, we hope that they can show good results, although be able to enjoy the pleasure of sharing the movie in a theater full of people.
Demand comparison,
Drive-in theater vs Multiplex
COVID-19 pandemic
* 2020. 1. ~ 2020. 3. | Number of start navigation
2020, the year of Drive-in theaters evolution
Since the pandemic was declared, cars started to have a value that goes far beyond a mere means of transportation. By taking advantage of the feature of cars as a private space, drive-thru screening centers were offered, and cars have always been present wherever any non-face-to-face services were available. drive-in theaters are at forefront of non-face-to-face services, and are all set to evolve as a new space for cultural experience. Gangwondo held a "Drive-in Concert" of Lee Seung-cheol and Hyundai Motors also held a Drive-in concert at KINTEX in Ilsan. Though it was an unfamiliar experience for both the singers on the stage looking at the license plates and for audience seated in their respective cars, people invented a new way of communication, for example, replacing applause with wipers, and acclamation with blinkers.
Many events are also being held abroad using drive-in theaters. Lithuania transformed the runway where cars had not been allowed to use as a drive-in theater. This event called "Aero Cinema" was held as one of the events planned by Vilnius International Film Festival. Due to reduced operation of aircrafts caused by COVID-19, the aviation industry in recession organized this special event in cooperation with people engaged in the film industry, which was going through difficulties to gather an audience. In addition, Denmark carried forward an event inviting the audience to the football games at a drive-in theater, because football fans still wished a big wish to watch a match although the players were play without a crowd. Some enthusiastic fans ardently cheered the players from inside their respective car decorated with colorful cheering items. This kind of cultural life enjoyed from inside the car, such as movies, concerts and sports, games continues to expand. Having expectation of new experiences from inside the car would be the wisest way to cope with the COVID-19 era, instead of just complaining about not knowing when the pandemic will ever end.
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