New day, new marketing style. This time in South Korea, a marketing concept using a shirtless, muscular man as an advertising model went viral. This strategy was created in order to increase sales of popcorn.
According to the South Korean government’s COVID-19 guidelines, viewers are not allowed to bring food into the cinema except for drinking water and non-alcoholic beverages.
In order to stay afloat amid declining box office sales and to bring in more revenue, cinema chain CGV in Korea recently introduced “sack popcorn,” in which advertisements feature a topless model surrounded by sacks of popcorn.
The typeface and retro design are reminiscent of the flour sacks that were popular in the 1980s. The price is also somewhat cheaper than popcorn which is usually sold to accompany while watching.
The ad quickly went viral and comments flooded CGV’s Facebook page. Public opinion is divided between those who are happy with the existence of the “eyewash” photo and those who are against it.
Opponents say there is an element of male objectification in the ad, considering the use of topless models for popcorn ads is considered unacceptable.
According to 8days.sg, comments on CGV’s posts included a netizen’s question, “Is this a popcorn ad or sexual favors? Where do people buy popcorn to pour on their bodies shirtless, or lie on a popcorn bed?” Several other comments also accused CGV of wasting food because of this marketing.
As a result of this controversy, CGV, which is the largest multiplex cinema chain in South Korea, has removed the photo showing the shirtless man.
They replaced it with a picture of a man in full work clothes, as well as some popcorn shots.
The cinema chain recently announced its financial report, which posted a first-quarter net loss of 106.8 billion won (approximately IDR 1.37 trillion).
The company remains in a deficit status despite fewer losses than in 2020, and movie ticket sales have fallen 29.1%.
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