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Golden Village banks on K-pop wave with live-streamed BTS concert screening

Golden Village (GV) will be screening the finale of a global concert tour by popular K-pop group BTS exclusively at four of its cinemas on 27 October. Held at GV VivoCity, Funan, Grand, and Great World City, each ticket is sold for SG$54.

The performance, which is held in Seoul, will mark the grand finale of 62 performances that spanned North America, South America, Europe and Asia. The screening by GV allows Singaporeans to simultaneously experience a live BTS concert from a movie theatre for the first time. A check by Marketing at the time of writing showed that some screenings are already selling out.

In a statement to Marketing, a GV spokesperson said the move comes as the company sees a growing K-pop trend in the market and is looking to bring in more K-pop entertainment content to its cinemas. However, live-streamed concerts are not new for GV, who has been offering them since 2015. Besides showcasing live-screened concerts, GV also offers recorded versions of concerts and plays. The next screening, Shakira In Concert: El Dorado World Tour,  is slated for 15 November at GV Suntec City and 16 November at GV VivoCity.

According to the spokesperson, the response for concert screenings has been positive, with some titles achieving over 90% hall utilisation. For instance, due to the popular demand and good reviews of the recently-introduced recorded concert screening of Metallica & San Francisco Symphony: S&M2 concert, GV will be opening an additional screening on 30 October at GV Suntec City, GV VivoCity and GV Funan.

She added that the company understands that the time for a one-size-fits-all approach is long gone and there is a need to meet customers’ preferences. “We have a very clear value proposition focused on product innovation and making the cinema relevant to people’s entertainment consumption. We are on a constant look out for exciting, multi-sensorial formats to deliver high quality entertainment with great service at an affordable price,” said the spokesperson.

To stay relevant, GV has introduced other new formats of movies such as festivals and movie-thons over the years. It also expanded the variety of cinematic content ranging from Hollywood, Bollywood, Asian blockbusters to Indie gems, anime and music concerts.

[Marketing is proud to once again present PR Asia in Singapore this year. Join us for a series of exclusive case studies, interactive and thought-provoking discussions this 13-14 November in Singapore and discover the latest strategies, insights and groundbreaking ideas to elevate your PR practice. Register now.]

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