Bed manufacturers are heading to movie theaters with mattresses and recliners as their main attractions. By naturally informing viewers of product features during a single movie screening, they can utilize theaters as 'showrooms.' As major films continue to be released recently, drawing crowds back to theaters, the effectiveness of this strategy is also growing.
According to industry sources on the 17th, Coway opened the "Coway Virex Hall" at CGV Yeongdeungpo Times Square in May last year, equipping all 24 seats with premium beds called "Virex R7 Stretching Motion Bed." As a marketing partnership operated jointly with CGV, Coway handled everything from product installation and space configuration to regular maintenance services.
Coway invested hundreds of millions of won to build and maintain the screening hall because of the value of 'experience.' There is also a calculation that once installed, it incurs lower labor and fixed costs compared to operating a standalone experience store. Most importantly, it is valuable for about 20 viewers to use the product while watching a movie for approximately three hours, thereby recognizing the "Virex" brand.
With major films being released consecutively recently, this strategy is shining even brighter. Christopher Nolan's "Odyssey," released on the 5th, reached a cumulative audience of 4.54 million viewers within 12 days of release, while "Spider-Man: Brand New Day" mobilized 7.27 million viewers at the fastest pace among this year's films. As demand grows to enjoy long-running movies in comfortable environments, special halls remain popular day after day.
In fact, during last week (the 10th–14), screenings of "Odyssey" in the "Coway Virex Hall" at CGV Yeongdeungpo Times Square were sold out during weekday daytime hours, and during the National Liberation Day holiday period (the 15th–17), not even a single seat was available. A Coway representative stated, "Even with long runtimes, viewers can watch in comfortable postures, leading to high satisfaction among visitors to the Coway Virex Hall," adding, "It also has positive effects on promoting the brand and products."
Ace Bed is operating "Stressless Cinema" at three CineD Chef locations—Apgujeong, Yongsan, and Centum—at CGV, utilizing Norway's premium recliner "Stressless," which it exclusively distributes in Korea. Tempur also added a "Tempur Cinema" with motion beds at CGV Yongsan CineD Chef in May and is currently operating five locations. These screening halls also recorded sold-out or near-sold-out booking rates for "Odyssey" screenings.
An Ace Bed representative said, "With the recent boom in theaters, interest in premium halls appears to be steadily increasing," adding, "Since viewers can experience more immersive movies from comfortable chairs, demand to watch at Stressless Cinema is also strong."
Movie theaters also have no reason to decline collaboration with bed companies. With the growth of OTT (online video services), people can now easily enjoy movies at home, so theaters are emphasizing experiences that can only be enjoyed at cinemas by upgrading not just screens and sound but also seats. Special halls also serve as a means to increase per-customer spending. For Coway Virex Hall, the ticket price for two people is 90,000 won, while CGV CineD Chef charges 100,000 won for two.
Furthermore, as CGV, Lotte Cinema, and Megabox competitively produce their own recliner halls, competition among special halls is intensifying. Applying high-end products from bed companies allows them to offer differentiated viewing experiences. Theaters elevate the level of premium halls, while bed companies benefit from long-duration product trials and brand exposure effects—a mutually beneficial arrangement.
An industry representative stated, "Since whether one can directly experience beds and recliners is crucial, movie theaters are attractive spaces where long-term trials are possible," adding, "As theaters also seek differentiated seating, collaboration demand between both sides will continue."
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