Two Premium Theaters with Reclining Beds Opened in Seoul and Busan
Catching up with the recent trend in cinema where premium screens such as 4D and IMAX are gaining popularity, CJ's exhibition chain
CJ CGV launched a new premium theater. Tempur Cinema, a multiplex theater with Tempur beds, opened at CJ CGV's premium theater CGV CINE de CHEF in Apgujeong (Seoul) and Centum City (Busan) on 22 July. 30 electronic reclining beds equipped with Tempur brand mattresses are set in five rows.
To give it a more realistic bedroom-ish touch, not only mattresses but also slippers, blankets and snack tables are prepared for audiences. According to a CGV CINE de CHEF manager, the slippers, blankets and pillow cases are replaced with new ones after each movie, while bed sheets are changed once a day.
Tempur is famous for making their products using a new material that NASA developed for astronauts. The company explains that their products efficiently disperse the pressure created by bodyweight, helping customers feel comfortable.
“Watching movies on our beds, one will feel comfortable as if there's no gravity,” said Tempur Korea.
The cinemas are Tempur's latest efforts to promote its mattresses. It is known that the new bedroom theater in Apgujeong is quickly gaining popularity so that almost all screenings were fully occupied during the three-day holiday weekend (14-16 August), despite the expensive tickets prices.