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I was one of the lucky people who watched the movie Love Yourself in Seoul twice. And had complete opposite reactions to it. To readers who've come here, here we go!
Sadly, as you can see, India has no ScreenX theatres.
Otherwise, we could have watched the concert movie like this –
With all the madness surrounding BTS World Tour: Love Yourself in Seoul
concert movie, the whole point of releasing a concert movie for BigHit
Entertainment was that ARMYs who couldn’t attend a concert, can experience it. Hence, BigHit’s original idea to release it in ScreenX theatres –
theatres which have a 270 degree viewing experience. With screens extending to the side walls to create more visual impact, kind of like a 3 dimensional view. It was launched by CJ 4DPLEX, a South Korean company.
On its website, is Wall Street Journal’s review, “Make a movie literally jump off the screen onto the theater walls.” Accordinng to PR Newswire, Bohemian Rhapsody grossed 2.6 million at the global box office in ScreenX theatres. ScreenX had previously showed selected movies such as Ant-man and The Wasp, Black Panther, Rampage, Detective ChinaTown Vol. 2,etc. Interestingly, out of 37 movies in the previously shown list, 31 are Asian movies, as of today. Hmm.
Well, now see this.
On its website, is Wall Street Journal’s review, “Make a movie literally jump off the screen onto the theater walls.” Accordinng to PR Newswire, Bohemian Rhapsody grossed 2.6 million at the global box office in ScreenX theatres. ScreenX had previously showed selected movies such as Ant-man and The Wasp, Black Panther, Rampage, Detective ChinaTown Vol. 2,etc. Interestingly, out of 37 movies in the previously shown list, 31 are Asian movies, as of today. Hmm.
Well, now see this.
 |
| Locations of ScreenX theatres. Source: ScreenX |
Sadly, as you can see, India has no ScreenX theatres.
Otherwise, we could have watched the concert movie like this –
Fortunately, India at least has theaters who are willing to
release it.
The same movie. In the same week. In different theatres. Both in South Mumbai. How different could the experience be? Well, a lot.
PVR was the first and for some time, the only theatre releasing the Love Yourself in Seoul movie and hence, me and my friends booked the tickets to PVR at High Street Phoenix in Lower Parel. Some days later, Inox announced that they'd be screening it in places PVR theatres weren't available, among other places too. But by then, many people had already booked the tickets at PVR.
When we reached PVR, we expected a huge crowd. Instead, we were met with small groups of people, some of whom were distributing photocards and stamps as per the ARMY tradition.
One of my friends had recently attended their Singapore concert and was all excited to watch it again. To scream and shout and wave her Army Bomb light-stick and dance, all over again. (Although in a less chaotic place than the pit stalls at the concert) But, as soon as she entered, she was bombed with questions about the Army Bomb, which is, at a glance, all right. But, how good is a concert movie experience when your favourite singers are shouting 'Get up everybody!' 'Jump!' and all you can do is just sit? Especially when Baepsae and Run are playing? Not that good.
To be completely honest, we did not enjoy the movie at all. The core purpose of it was completely lost.
On the other hand, INOX! INOX!!
For the second time, we went for a 10:30AM show at Inox Metro near Marine Lines. Even this time, there weren't many people around. The hall was just half full. One of the best parts about that day was this one girl who gave everybody glow-sticks. Definitely one of the highlights of the day!! As soon as the members shouted 'Everybody stand up!', some of us looked around, at each other, and slowly stood up.
Nothing happened.
The others stood up too.
Yet nothing happened.
And then, we lost it.
A low, soft version of us losing our sanity:
©Afreen Khan
The same movie. In the same week. In different theatres. Both in South Mumbai. How different could the experience be? Well, a lot.
PVR was the first and for some time, the only theatre releasing the Love Yourself in Seoul movie and hence, me and my friends booked the tickets to PVR at High Street Phoenix in Lower Parel. Some days later, Inox announced that they'd be screening it in places PVR theatres weren't available, among other places too. But by then, many people had already booked the tickets at PVR.
When we reached PVR, we expected a huge crowd. Instead, we were met with small groups of people, some of whom were distributing photocards and stamps as per the ARMY tradition.
One of my friends had recently attended their Singapore concert and was all excited to watch it again. To scream and shout and wave her Army Bomb light-stick and dance, all over again. (Although in a less chaotic place than the pit stalls at the concert) But, as soon as she entered, she was bombed with questions about the Army Bomb, which is, at a glance, all right. But, how good is a concert movie experience when your favourite singers are shouting 'Get up everybody!' 'Jump!' and all you can do is just sit? Especially when Baepsae and Run are playing? Not that good.
To be completely honest, we did not enjoy the movie at all. The core purpose of it was completely lost.
On the other hand, INOX! INOX!!
For the second time, we went for a 10:30AM show at Inox Metro near Marine Lines. Even this time, there weren't many people around. The hall was just half full. One of the best parts about that day was this one girl who gave everybody glow-sticks. Definitely one of the highlights of the day!! As soon as the members shouted 'Everybody stand up!', some of us looked around, at each other, and slowly stood up.
Nothing happened.
The others stood up too.
Yet nothing happened.
And then, we lost it.
A low, soft version of us losing our sanity:
©Afreen Khan
We screamed. Waved our hands frantically with the glowsticks in our hands and danced like crazy. Atleast, I did. I finally felt connected with Jin and realised how cool it is to dance crazy. We had this insane desire to just scream and dance. And when Run played, oh boy! We jumped! And jumped! It felt like an actual concert. A concert movie with a concert experience. That was the best day for us who couldn't attend a concert.
Even my friend who went for the concert said, "PVR mein kya dekha pata hi nahin chala. Concert mein bhi bilkul aisa hi hota hai." It was an experience that we would never forget.
The Yoongi photocard I talked about here, I actually received it at PVR during this movie and I received another Yoongi at Inox. Plus points of both the places? I got 2 new Yoongi photocards!
For clarification, I'm only talking about the PVR Cinemas at High Street Phoenix in Lower Parel and the Metro Inox Cinemas. I am aware of the fact that other branches of PVR allowed them to do the flash mobs, dancing and jumping the theatre halls, the fanchants, etc.
Some of the ARMYs that watched the movie in other branches of PVR told me how mesmerizing it was.
Only if we could do the same (:
Few facts on the two BTS movies that released regarding Inox and PVR:
1. Inox bagged the first BTS movie release - Burn The Stage: The Movie and the ARMYs trust and loyalty.
Even my friend who went for the concert said, "PVR mein kya dekha pata hi nahin chala. Concert mein bhi bilkul aisa hi hota hai." It was an experience that we would never forget.
The Yoongi photocard I talked about here, I actually received it at PVR during this movie and I received another Yoongi at Inox. Plus points of both the places? I got 2 new Yoongi photocards!
For clarification, I'm only talking about the PVR Cinemas at High Street Phoenix in Lower Parel and the Metro Inox Cinemas. I am aware of the fact that other branches of PVR allowed them to do the flash mobs, dancing and jumping the theatre halls, the fanchants, etc.
Some of the ARMYs that watched the movie in other branches of PVR told me how mesmerizing it was.
Only if we could do the same (:
Few facts on the two BTS movies that released regarding Inox and PVR:
1. Inox bagged the first BTS movie release - Burn The Stage: The Movie and the ARMYs trust and loyalty.
For BTS’ first ever movie, Burn The Stage: The Movie, Inox
bagged the opportunity and became the first and the only theatre company to
release it. In its own way, it understood how good (and profitable)
it is to be on the ARMYs side as they were showered abundantly with love,
flowers and support. Never before had they seen such a great response to any of
the movies released. So much so, that even the security staff laughed and
talked about BTS with the movie-goers around. Inox earned the respect and trust of ARMYs across India. And their digital marketing team deserves an applaud for conquering the hearts of the ARMYs.
You should definitely check this Inox tweet out to see what I am talking about:
2. PVR bagged the second movie, Love Yourself in Seoul, but lost the trust in the first few tweets.
Some were happy that a new theatre was releasing the movie, some were sad that it wasn't Inox. However, their happiness turned into a frown when PVR's marketing team did two (unforgettable) mistakes.
a) The used the wrong hashtag - Instead of #LoveYourselfinSeoulatPVR, they wrote #BurnTheStageatPVR - and unless you're living under a rock, hashtags a BIG THING for KPop fans, especially to those on Twitter.
b) They tagged the wrong account. Instead of BTS' twitter account, @BTS_twt, they tagged a fan account of BTS. This means they were either in a hurry or didn't bother to check it up.
They also considered the idea of making ARMYs re-tweet in order to create more anticipation, but it only backfired. As the ARMYs obliged the first time, the second, they asked for a nonsensical 20k retweets in order to open the bookings in the evening, which they eventually would have had to. They later deleted those tweets.
3. Inox's digital marketing team deserves an applaud.
The theatre company's Twitter was filled with BTS tweets. Their hashtags #BurnTheStageatInox trended and it did look like they worked and researched about the famous boy-band movie which made everyone go gaga. After the Burn The Stage experience, they were read to tackle any problem that would come up. The way they handled all the queries and even replied like this, made conversing with them on Twitter easier:
Some other facts that you think I missed? Or you want to talk about your experience? Feel free to drop a comment and let me know!
Follow me on Instagram for some cool posts!
You should definitely check this Inox tweet out to see what I am talking about:
2. PVR bagged the second movie, Love Yourself in Seoul, but lost the trust in the first few tweets.
Some were happy that a new theatre was releasing the movie, some were sad that it wasn't Inox. However, their happiness turned into a frown when PVR's marketing team did two (unforgettable) mistakes.
a) The used the wrong hashtag - Instead of #LoveYourselfinSeoulatPVR, they wrote #BurnTheStageatPVR - and unless you're living under a rock, hashtags a BIG THING for KPop fans, especially to those on Twitter.
b) They tagged the wrong account. Instead of BTS' twitter account, @BTS_twt, they tagged a fan account of BTS. This means they were either in a hurry or didn't bother to check it up.
They also considered the idea of making ARMYs re-tweet in order to create more anticipation, but it only backfired. As the ARMYs obliged the first time, the second, they asked for a nonsensical 20k retweets in order to open the bookings in the evening, which they eventually would have had to. They later deleted those tweets.
 |
| Source: Janavi Upadhyay |
3. Inox's digital marketing team deserves an applaud.
The theatre company's Twitter was filled with BTS tweets. Their hashtags #BurnTheStageatInox trended and it did look like they worked and researched about the famous boy-band movie which made everyone go gaga. After the Burn The Stage experience, they were read to tackle any problem that would come up. The way they handled all the queries and even replied like this, made conversing with them on Twitter easier:
 |
| Inox re-tweeted this picture with the comment 'If you say so!' Source: Twitter |
Some other facts that you think I missed? Or you want to talk about your experience? Feel free to drop a comment and let me know!
Follow me on Instagram for some cool posts!
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