[Edaily Starin Choi Hee-jae Reporter] Amid the ongoing heatwave, movie theaters are evolving beyond mere venues for watching films into “Guk-cance” (a portmanteau of “theater” and “vacation”) hotspots where people can enjoy both a summer getaway and cultural activities at the same time. The theater industry is also capitalizing on the “heatwave boom” by hosting unique events that combine various elements such as reading, lectures, all-night screenings, and relaxation.

A film industry official stated, “The infrastructure of movie theater spaces—such as large screens and sound systems—is creating synergy when combined with humanities and arts content,” adding, “By providing audiences with ‘experiences,’ movie theaters are establishing themselves as new, multifunctional cultural spaces that go beyond mere screening venues.”

To commemorate the release of the film *The Odyssey*, CJ CGV hosted the “CGV Book Club” on the 10th, where participants read the original classic novel together. This is a unique, experiential cultural program exclusive to CGV, designed to heighten anticipation and immersion in the film by reading the classic literary work on which it is based.
As a follow-up to the success of the “Project Hail Mary” Book Club last March, the event garnered a positive response by providing participants with the original book along with premium F&B service from Cine de Chef. Seong Ho-kyung, Team Leader of CJ CGV’s IMC Team, stated, “There is a growing number of customers who want to deeply immerse themselves in a film’s universe by enjoying the original work both before and after watching the movie,” adding, “We will expand various experiential programs that combine content intellectual property (IP) with the theater space.”
An all-night screening program designed for the sweltering summer nights will also take place. CGV will host the special late-night screening “All Movie Night with Temper” at three Temper Cinemas nationwide—including Yongsan I’Park Mall, Apgujeong, and Centum City—on the 14th and 15th.
During this event, which runs from 11:00 p.m. to 4:50 a.m. the following day, attendees can lie on premium mattresses and motion beds to watch back-to-back screenings of “Odyssey” and “Spider-Man: Brand New Day.” Kim Hee-jung, Head of Sales at CJ CGV, said, “Since movie theaters have established themselves as a premier destination to escape the sweltering heat and tropical nights, we hope you’ll enjoy a unique ‘cinema getaway.’”

Lotte Cinema is attracting audiences with its “Lotte-cations” campaign. During the event period, it is holding a raffle for moviegoers to win tickets to ShaLotte performances, Lotte Hotel stays, and buffet meal vouchers.
Lotte Cinema is also collaborating with Kyobo Bookstore to introduce “Bora,” a book lecture community that reflects the “Text-Hip” trend, in its theaters. Lectures by star lecturer Kim Mi-kyung on September 9 and author Song Gil-young in November are scheduled to take place consecutively in screening rooms equipped with large screens and state-of-the-art sound systems.
“Cinematic Class” is also gaining attention as a program that maximizes synergy with the theater space. “Shim Yong-hwan’s History of Mythology: From the Odyssey to Chinese Mythology—Why Did Humans Create Myths?” was a sell-out hit and received an enthusiastic response.
A Lotte Cinema representative stated, “Our collaboration with Kyobo Bookstore will combine text-based knowledge content with the immersive atmosphere of the theater to deliver a unique experience,” adding, “We will continue to expand cultural projects that maximize the value of the theater space.”

Megabox has launched an art lecture program called “Cine-Docent.” This program allows audiences to appreciate works from world-renowned art museums and explore art history through expert commentary.
Amid growing public interest in Greek mythology and classical epics following the release of the film *The Odyssey*, art historian Ahn Hyun-bae has been appointed as the docent. Before audiences watch *The Odyssey*, he will cover the worldview of Greek mythology and the Trojan War under the theme “Introduction to Greek Mythology.” The program will be held every Monday and Tuesday through the 18th at the Megabox Guui East Pole branch.