Exhibitor:
- Lotte Cinema
Location:
- GyeongGi-do, Korea
- Seoul, Korea
“Compared to standard halls, the occupancy rate in ‘Crazy Sound Cinema’ halls is higher. Among 92 screenings across the three “Crazy Sound Cinema” halls over 25 days, the average seat occupancy rate was 34.3%, compared to approximately 20% for the same movies in standard halls.”
About Lotte Cultureworks
Lotte Cinema, part of the Lotte Group, is an entertainment company that started its movie theater business in October 1999 with the opening of its first location in Ilsan, inside the Lotte Department Store. The company has expanded internationally, launching Lotte Cinema Vietnam in May 2008, followed by ventures into China in December 2010 and Indonesia in November 2018. Operating under the Lotte Cultureworks umbrella, Lotte Cinema functions as a multiplex cinema brand. Sticking to its foundational concept of ‘cinema in a department store,’ it holds the second-largest market share in the industry with 99 cinema locations.
Currently, Lotte Cinema has transformed three standard 5.1 halls into the latest audio format and branded them as “Crazy Sound Cinema powered by DTS Surround” (Crazy Sound Cinema). They plan to upgrade three more halls by the end of 2024 and continue these upgrades into 2025.
| Upgraded Halls | Address | Hall no. | Seats |
| Lotte SuWon | 134 SaeHwa-ro, GweonSeon-gu, GyeongGi-do | 5 | 66 |
| Lotte HongIk University | 176 YangHwa-ro, MaPo-gu, Seoul | 4 | 187 |
| Lotte DongSeongRo | 95 DongSeongRo2gil, Jung-gu, DaeGu-si, GyeongSangBuk-do | 4 | 80 |
Challenges
Lotte Cinema is continually seeking new specialized halls that improve screenings, sound quality, and seating comfort. However, they understand that immersive sound systems can be costly. While considering more budget-friendly technology, GDC proposed two affordable audio formats: DTS:X for IAB and DTS Surround Cinema. Lotte Cinema selected the DTS Surround Cinema solution because it enables a straightforward and cost-effective upgrade for standard 5.1 halls using the existing media servers and subwoofers.
Proposed GDC Solutions
Lotte Cinema has branded the newly introduced audio experience ‘Crazy Sound Cinema’. To deliver this impressive audio experience, the three halls needed to:
- Acquire additional AIB-3000 units, a 16-channel cinema audio processor that features sensational DTS Surround with enhanced bass management. This system redirects low frequencies from the surround channels to dedicated left and right bass management subwoofers, ensuring an impactful audio performance.
- Arrange the speaker layout to include full-range surrounds and position existing subwoofers beneath the screens, following the rigorous DTS Surround Cinema installation guidelines.
- Adopt the DTS Target Curve to optimize the hall audio for superior performance.
Results
The three new branded halls of “Crazy Sound Cinema” are achieving better business performance than standard 5.1 halls, with higher ticket prices and exceptional feedback from moviegoers.
A moviegoer shared, “It feels like I’m at a real concert hall. The sound adds an immersive touch. The experience was outstanding, and I definitely plan to come again.”
The head of Lotte Cultureworks stated, “Compared to standard halls, the occupancy rate in ‘Crazy Sound Cinema’ halls is higher. Among 92 screenings across the three ‘Crazy Sound Cinema’ halls over 25 days, the average seat occupancy rate was 34.3%, compared to approximately 20% for the same movies in standard halls.
Live concert screenings have been successful, particularly for events like the ‘XIA Concert Chapter 1: Recreation’ by Korean singer Sia Junsu in June 2024. During the 10-day run of engagement, each Crazy Sound Cinema hall screens 3 to 4 times a day, totaling over 100 screenings.
Crazy Sound Cinema features a specialized sound hall. We’ve enhanced the content experience, immersing you in the film as if you were part of it, thanks to improved subwoofer sound effects. The subwoofer delivers low-frequency sounds that standard speakers can’t replicate.
By redesigning the speaker layout and meticulously calibrating the sound system, we enhance low-frequency management and create a more dynamic soundscape with ‘full range’ surround sound. Screenings of Gladiator II at the three ‘Crazy Sound Cinema’ locations featured explosive sound effects, immersing moviegoers further into the film’s action scenes. The vivid audio brought the Roman Empire and the Colosseum to life on screen with enhanced clarity and scale.”
The representative continued, “Due to the high satisfaction of moviegoers, we plan to expand Crazy Sound Cinema to additional locations. We are also preparing special screenings of music films and concerts.”
The introduction of Crazy Sound Cinema powered by DTS Surround: