[Edaily Starin Choi Hee-jae Reporter] With audiences flocking to theaters this summer, the overall size of the film market has grown significantly compared to last year. Analysts attribute this to increased demand for so-called “movie vacations”—where people enjoy films in cool theaters amid the heat wave and vacation season—as well as the success of major blockbusters such as “Spider-Man: A Brand New Day,” “The Odyssey,” and “Hope,” which drew audiences back to theaters.

According to the Korean Film Council’s integrated computer network on the 18th, the total number of moviegoers from the 1st to the 17th of this month was approximately 13.4 million. This represents a 68.3% surge compared to the same period last year (7.96 million) and is the highest figure for this timeframe since 2019, before the COVID-19 pandemic.
During the same period last year, films such as “Zombie Daughter,” “F1: The Movie,” and “King of Kings” topped the box office and led the summer movie season. In contrast, this year, audiences flocked primarily to major blockbusters optimized for special-format theaters, such as “Spider-Man: A Brand-New Day” and “The Odyssey.” From the 1st to the 17th, these two films accounted for 43.5% and 40.2% of total box office revenue, respectively, totaling 87.7%.
“Spider-Man: A Brand New Day” emphasized viewing elements unique to theaters through various formats, such as ScreenX and 4DX. In particular, as the first Hollywood film produced using the “Short for ScreenX” format, it maximized the unique characteristics of ScreenX by utilizing the left and right wall screens.
“The Odyssey” also emphasized the vast natural landscapes and the scale of battle scenes through special theaters such as IMAX and 4DX. Analysts note that even for the same film, the difference in the viewing experience between standard theaters and special theaters means that special theaters are becoming a key factor driving repeat viewings.

In fact, “repeat viewers”—those who watch a single film multiple times—have emerged as a key demographic in this summer’s box office. According to CGV data, from the 29th of last month to the 9th of this month, 15.7% of repeat viewers watched “Spider-Man: A Brand New Day” multiple times. About half of them were found to have used special-format theaters.
This demonstrates that the way people go to the movies has changed from the past. Analysts suggest that, in addition to providing a comfortable space to escape the summer heat, the unique experience—made possible by large screens, special theaters, and various formats—that can only be found in a movie theater is itself a key factor attracting audiences.
A film industry official stated, “It is difficult to continuously attract audiences simply by offering a place to escape the heat, as was the case in the past.” The official continued, “This year, it appears that content—combining blockbusters with special screening rooms—that offers greater enjoyment and satisfaction when viewed in theaters has motivated audiences,” adding, “It is important to continue consistently providing content that can only be experienced in theaters.”
While seasonal factors—such as summer vacation, the holiday season, and extreme heat—have drawn audiences to theaters just as they did in the past, the difference lies in the fact that, following the proliferation of OTT services, the competitive edge of theaters has expanded from “the movie itself” to “a viewing experience unique to the theater.”
Another film industry official noted, “The theater industry, which had been in a slump due to changes in viewing culture following the COVID-19 pandemic and the rise of OTT services, appears to have regained its vitality for the first time in a while, thanks to a combination of major blockbusters, special screening rooms, repeat viewings, and demand for ‘cinema vacations.’” “However, whether this upward trend in attendance will be limited to a temporary summer surge or lead to a sustained recovery for theaters depends on how consistently films capable of drawing audiences are released even after the peak season ends,” the official added.