CJ CGV surpasses 10 million viewers within the shortest period in Vietnam
CJ CGV has set a new record of 10 million viewers in the shortest period in Vietnam.
CGV Vietnam is transforming the moviegoing culture in Vietnam
CJ CGV (CEO Seo Jung) recorded 10 million viewers in Vietnam on September 2. This is the first time that the company has passed the 10 million mark in as early as the third quarter, the shortest period ever.
Last year, the company surpassed 10 million viewers on December 18 and ended the year with a total of 10.5 million viewers. This year, it broke its last year's record by three months, and is expected to pass the 15 million by the end of this year.
As the company posted 4.4 million in its first year in Vietnam, the figure rose more than threefold in four years.
It is deemed that the success factors behind CJ CGV in Vietnam include its special theaters, Korean-style premium service, lifestyle marketing and more Vietnamese films.
CJ CGV is leading the moviegoing culture in Vietnam where special theaters are not as familiar yet by installing special theaters such as '4DX', 'IMAX' and 'Starium'. In particular, bed theater "L'Amour", launched in July, and soon became very popular among couples, recording an occupancy rate of about 50%. Given the average occupancy rate of 20% in Vietnam, this record is tremendous, as it is way more than twofold.
In terms of service, the company introduced "CGV University", a theater operator training center, in Vietnam to apply its advanced knowhow. With this move, the company is evaluated to have raised the service level of Vietnamese staff incomparably above that of other theaters.
The existing uniforms were replaced by newer and more stylish ones from Korea, and the premium membership program, ticket machines, photo ticket service and new local menu selections, such as banh mi sandwiches, all elevated the brand image.
CGV has an unrivaled reputation in Vietnam; in March, the company was ranked first in the entertainment category among Vietnam’s Best Places To Work survey conducted by research firm Anphabe.
It is also noticeable that CGV is changing the lifestyle of its viewers through a variety of marketing activities that are targeting young consumers in their 20s and 30s. One example is its "Love Campaign" that it has carried out since March in order to attract Vietnamese couples, who mostly think of a date as an outdoor event.
CGV Vietnam increased the number of viewers in their 20s and 30s by 40% from a year earlier through a variety of events, including an outdoor couple festival and a movie diary giveaway event.
CGV Vietnam has also made efforts to show a diverse range of films. This is because content differentiation increases the cultural diversity of viewers, leading to the expansion of the viewer base. When the company entered the Vietnam market in 2011, the share of Hollywood films being shown was as high as 85%.
Through its continued efforts to expand the showing of more various films, including the launching of three Arthouse theaters exclusively for Vietnamese and Korean films in January of last year, CGV Vietnam has increased the share of Vietnamese and Korean films to 35%. The number of Vietnamese films being shown by CGV Vietnam rose from 11 in 2011 to 35 in 2015, and that of Korean films also from 1 to 16 in the same period.
In this way, CGV Vietnam is playing a role as a K-movie platform that develops the film industry in Vietnam by actively showing local and Korean films.
"This year, CGV Vietnam is expected to expand the number of theaters to 41 and attract more than 15 million viewers, up 30% from 2015," stated Kwak Dong-Won, executive director who is overseeing the Vietnamese business of CJ CGV.
"As the No.1 theater company in Vietnam, we are committed to contributing to the development of the Vietnamese cinema market by expanding theater infrastructure to tier 2 and 3 cities and showing more Vietnamese films while carrying out various CSV activities including Toto's Film Workshop."
As of September 7, CJ CGV is the largest theater company, operating 231 screens in 35 theaters in Vietnam. Globally, the company is operating a total of 2,694 screens in 349 theaters among 7 countries around the world.