Actor Choi Min-sik is sparking controversy with his recent call to lower movie ticket prices. / Yonhap KAIST professor expresses strong criticism against Choi's remarks By KTimes A prominent business professor has openly criticized actor Choi Min-sik for his recent comments on the high cost of movie tickets, questioning whether the actor has contributed to the industry's revenue in any meaningful way. Choi pointed out that expensive tickets are one of the factors contributing to the current crisis in the film industry during a recent television appearance.
Professor Lee Byung-tae of KAIST took to Facebook on Wednesday to express his views on Choi's remarks. "Movie theaters are private enterprises, not power groups, so calling for a price reduction is hardly a principled stance," Lee said, dismissing Choi's comments as "the cheapest talk in the world." Professor Lee, who has served as the director of the Techno Management Research Institute at KAIST and CEO of Youth Startup Venture Capital, is known for his conservative commentary, particularly in the fields of economics and business.
The "principled stance" Lee referred to was Choi's statement made during the Aug. 17 broadcast of MBC's program "Sohn Suk-hee's Questions," where the actor criticized the issue of rising ticket prices. Choi said, "Haven't ticket prices gone up a lot? They need to come down.
With ticket prices at 15,000 won ($11.3) now, why would people go to the theater when they can stay home and watch multiple movies on streaming services?" Professor Lee responded by invoking market logic, arguing that if lowering prices would attract more viewers and increase profits, companies would do so without needing to be told. Members of civic groups hold a press conference in front of CGV's headquarters in Yongsan, Seoul, on June 26, accusing CGV, Lotte Cinema and Megabox of colluding on ticket prices and profiteering.
Yonhap "If consumers could dictate market prices, there would be no businesses or economy, and therefore no acting profession either," Lee said. He went further, asking, "During the pandemic, when theaters were on the brink of bankruptcy, did Choi Min-sik ever donate his earnings to help the theaters that screened his movies?" Lee attributed the recent increase in ticket prices to unavoidable factors such as inflation. "Loan interest rates have risen, leading to higher rents.
Minimum wage hikes have increased the cost of even theater cleaning staff. Then there are the film rights costs," he explained. He also pointed out that movie theaters do not primarily make money from ticket sales but rather from selling concessions like popcorn and drinks, which are more profitable.
In contrast, civic groups have expressed support for Choi's concerns. In June, organizations like the People's Solidarity for Participatory Democracy filed a complaint with the Fair Trade Commission, suspecting price-fixing among the three major multiplex chains, including CGV. They argued that the excessive ticket prices not only burden moviegoers but also threaten the survival of the entire film industry.
The average ticket price, which was 12,000 won in 2019 (on weekends), has risen to 15,000 won following the COVID-19 pandemic. This article from the Hankook Ilbo, sister publication of The Korea Times, is translated by generative AI and edited by staff at The Korea Times..
