[Edaily Starin YUN GI BACK Reporter] The ongoing heat wave has breathed new life into the movie theater industry. The films “The Odyssey” and “Spider-Man: Brand New Day” each drew more than 500,000 viewers in a single day. With more people flocking to cool theaters to escape the sweltering heat, attention is focused on whether the industry will enter a full-fledged recovery as it enters the peak summer season.

According to the Korean Film Council’s integrated computer network on the 9th, “The Odyssey” topped the box office on the 8th, drawing approximately 520,000 viewers. Its cumulative audience stands at 1.37 million. “Spider-Man: A Brand New Day” followed closely behind, drawing approximately 510,000 viewers (cumulative audience of 5.44 million). This means that these two Hollywood blockbusters alone drew over 1 million viewers to theaters on Saturday alone.
Family audiences also headed to theaters. “Love’s Hachuping: The Legend of the Whale Jewel” drew approximately 120,000 viewers on the same day. The combined daily attendance for the top three films at the box office alone reached 1.15 million.
The film industry attributes the rise in attendance to a combination of the consecutive releases of major new films, the summer vacation, and the heatwave. In particular, as the sweltering heat continues nationwide, the shift from midday outdoor activities to indoor spaces—such as air-conditioned shopping malls and movie theaters—is seen as a key factor driving the increase in attendance. In effect, movie theaters are once again serving as a prime “indoor summer retreat.”
The viewing experience unique to movie theaters is also a key factor driving audiences. Both *The Odyssey* and *Spider-Man: Brand New Day* are blockbusters that excel on large screens and in special-format theaters. Even as watching content via online video services (OTT) has become commonplace, analysis suggests that audiences are willing to pay for films that offer experiences difficult to replicate at home—such as overwhelming visuals and sound, as well as special-format theaters.

In particular, *The Odyssey* is drawing audience interest not only because it is the latest film from director Christopher Nolan but also because it was shot with an IMAX film camera. “Spider-Man: A Brand-New Day” is also continuing its box office success since its release, backed by Marvel, a leading global intellectual property (IP). With the addition of “Love Hachuping: The Legend of the Whale Jewel,” which targets young audiences, it appears that a wide range of viewers—from adults to families—are heading to theaters.
The key question is whether this weekend’s enthusiasm will go beyond a temporary “heatwave boom” and lead to a sustained recovery for the theater industry. A film industry insider stated, “Given that theater attendance has declined due to the proliferation of online video services (OTT) and the burden of ticket prices, the fact that summer blockbusters are all performing well simultaneously is a positive sign,” adding, “If the audience flocking to theaters to escape the heat continues into the second half of the year, it could serve as a turning point to reverse the downturn in the theater industry.”