Korea’s three largest multiplex chains CGV, Lotte Cinema, and Megabox, are evolving their business scope into complex cultural spaces that provide “unique experiences” to meet customer needs, instead of just being places where you come to watch movies. They are doing this by hosting events and programs, not just ones connected to movie screenings, but in addition have enhanced their offerings with sports experience spaces and exhibitions using the advantages that cinema spaces offer.
Source: In Korea Cinemas Evolve Into Customized Experience Spaces – Celluloid Junkie