From November 14 to 20, cinemas across Latin America were filled with the excitement of over 260,000 fans cheering for HYBE Music Group artists, creating a feverish atmosphere in the region.
HYBE, in partnership with the global distributor Trafalgar Releasing, announced today that it successfully hosted “HYBE CINE FEST in LATAM” from November 14 to 20, exclusively with Cinépolis +QUE CINE. The event took place at 486 Cinépolis theaters across 11 countries, including Mexico, Brazil, Chile, and Argentina.
Over the week-long period, approximately 261,000 fans visited theaters, with Mexico, in particular, generating significant buzz by securing second place in the weekend box office rankings immediately after the release.
“HYBE CINE FEST in LATAM” is a first of its kind music festival designed to expand connections with fans in Latin America, featuring concert films of HYBE Music Group artists and various on- and offline events. Countries like Mexico, Argentina, and Brazil, which are among the top-ranking nations for K-Pop popularity worldwide, already have a robust fandom in place. However, due to geographical distance, opportunities to enjoy K-Pop concerts have been relatively scarce. As a solution, HYBE became the first Korean entertainment company to partner with a major local distributor and movie theater operator to host this event.
The screenings included concert footage from four HYBE Music Group artists, live highlights from the “2023 Weverse Con Festival,” and theater-specific ‘NORAEBANG’ videos showcasing Korean karaoke culture, with six unique pieces of content in total. Of these, five were sing-along versions, allowing fans to wave light sticks and sing together as if attending a live concert. Enthusiastic responses, such as fans shouting for encores or dancing together in front of the screen, created an electrifying atmosphere. The influx of fans enjoying movies and various events brought vibrancy to local theaters.
The concert films, which had not been shown in theaters before, were specially edited from previously released DVDs for a theatrical experience. These included BTS’s BTS MAP OF THE SOUL ON:E, filmed during an online concert held during the COVID-19 pandemic, featuring four large-scale stages and cutting-edge technology that recreated the feeling of being at a live concert. Other highlights included SEVENTEEN’s SEVENTEEN WORLD TOUR [BE THE SUN] – SEOUL, which captured the explosive energy of the group likened to a “sun”; TOMORROW X TOGETHER’s TOMORROW X TOGETHER WORLD TOUR [ACT : SWEET MIRAGE] FINALE, showcasing the essence of a storytelling performance; and ENHYPEN’s ENHYPEN WORLD TOUR [FATE] IN SEOUL, which brought fans from 95 countries and regions together both on- and offline. The 2023 Weverse Con Festival screening featured dynamic and dazzling performances by ZICO, TOMORROW X TOGETHER, ENHYPEN, LE SSERAFIM, and BOYNEXTDOOR.
The HYBE CINEMA NORAEBANG transformed theaters into giant karaoke rooms, screening 18 music videos from seven artists, including SEVENTEEN, TOMORROW X TOGETHER, ENHYPEN, LE SSERAFIM, BOYNEXTDOOR, TWS, and ILLIT. Romanized Korean subtitles allowed fans to sing along and enjoy the unique culture of Korean karaoke.
Beyond the theaters, the festival created playful spaces for fans. Fans gathered in groups to film choreography challenges, exchange photocards, or take commemorative photos at photo walls in theaters in Mexico. Interactive spaces were also set up in the cinema lobbies, featuring makeup, face painting, and photo booths. Online, fans participated in various events such as quizzes, fan art, dance challenges, and music video-making contests, with prizes awarded.
Additionally, HYBE Music Group artists’ official merchandise was sold locally in Latin America for the first time. DVDs and photobooks were available at hundreds of theaters in Mexico, and cups featuring the main art of the event were introduced in Brazil and Argentina.
A representative from Cinépolis remarked, “HYBE CINE FEST in LATAM brought together the magic of cinema and the awesome performances of our favorite K-pop stars. This unique festival not only showcases breathtaking performances but also invites fans to experience a new movie-going experience community. The partnership between HYBE, TRAFALGAR, and Cinépolis was about creating new ways for fans to stay connected with their favorite artist through a unique cinematic experience in the Latin-American region”
“The inaugural HYBE CINE FEST in LATAM was a testament to the passion of the fans across Latin America to come together for the first-ever music festival in cinemas and support a variety of HYBE artists across an entire week,” said Marc Allenby, CEO, Trafalgar Releasing. “We enjoyed the opportunity to work alongside HYBE and Cinépolis to make it a truly immersive experience for fans and look forward to what the future holds for the concept.”
A HYBE spokesperson stated, “HYBE CINE FEST in LATAM has proven that theaters can become vibrant spaces where fans can enjoy K-Pop concerts and foster fan culture together. We will continue to create opportunities for K-Pop fans worldwide to experience K-Pop culture in various ways and expand their fandom experience.”
