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Korean Film News
Two Years After Entering Turkish Market, CJ CGV Sees 4M Admissions per Month
Mar 06, 2018
- Writerby KIM Su-bin
CGV’s Turkey Venture Using Special Screening Rooms to Build Luxurious Image
CJ CGV sold 4 million tickets in one month for the first time since its debut in Turkey. On February 5, CGV announced that 4 million moviegoers visited their theaters in Turkey this past January, making a profit of about 17.2 million dollars at the box office. This represents approximately 47 percent of Turkey's box office in January. In April 2016, CGV acquired Mars Entertainment Group, the operator of a local theater chain called Cinemaximum, which led to their expansion in the market. Compared to January 2017, when 3.54 million tickets were sold, the size grew about 40 percent in a year. Just looking at the box office growth alone, it’s an increase of 30 percent from the previous year. As of February, CGV had 96 theaters with 840 screens operating in Turkey and in addition, became the country’s number one theater operator, accounting for 36 percent of box office distribution.
CGV was able to achieve success in just two years after its entry to Turkey thanks in part to their high-quality theater infrastructure and services, in addition to their focus on unique and powerful content marketing. Turkish audiences were not familiar with CGV’s special screening formats, so the company equipped their theaters with 4DX and Screen X technology. CGV also used retro-vintage interior design to build their luxurious image. Additionally, the online booking system was upgraded to appeal to ticket buyers in their 20s and 30s, which is a key age demographic for CGV. Marketing may have had the biggest impact of all, as in the past Turkish distributors did not pay much attention to film marketing. The fact that CGV utilized a variety of marketing strategies, which included guest visits and the creation of promotional videos, is said to have had a major impact on their growing success.