A new form of cinema entertainment called "snack films" is gaining momentum in South Korean theaters, offering audiences bite-sized movie experiences with shorter running times and reduced ticket prices. CJ CGV, the major theater chain operated by entertainment conglomerate CJ, is leading the experiment with this innovative short-form storytelling format that aims to complement traditional full-length movie releases.

The latest snack film project, "Believe," which premiered on September 17, has already attracted 10,000 viewers as of Monday, demonstrating the format's growing appeal. This 37-minute omnibus production, backed by HL Holdings Corp. and directed by Lee Jong-seok, Ra Hee-chan, and Park Bum-su, weaves together three individual short films under the unifying theme of "believe." The compilation includes the shorts "There's no one here," "Come to an End," and "God of the Rink."

"Believe" represents CJ CGV's continued exploration of the short-form cinema format, following previous experimental releases. Earlier snack film titles that tested audience reception include "Night Fishing," "Three Days," and "Back! Stage," each offering unique storytelling approaches within condensed timeframes.

According to CJ CGV representatives, the primary attraction of snack films lies in their ability to provide "short but certain immersion" for viewers. The condensed running time makes these films easily consumable entertainment options that require minimal time commitment from audiences, while the compact storytelling format creates more concentrated dramatic tension and impact. Additionally, the abbreviated format provides filmmakers with opportunities to experiment with genres and narrative styles that might be less commercially viable in standard feature-length productions.

The format also serves a practical purpose within the theater experience, functioning as complementary content to full-length releases. Audiences can easily fit snack films into their schedules before or after viewing traditional movies, creating additional programming flexibility for both theaters and moviegoers.

"They are seen as a new viewing culture that broadens choices in theaters," explained a CJ CGV official. The representative emphasized that the format helps position cinemas as spaces for varied content offerings rather than venues limited to traditional feature film screenings.

Beyond pure entertainment value, short-form films have demonstrated significant potential in branded content collaborations, emerging as an innovative marketing avenue for companies. A notable example is "Night Fishing," which starred acclaimed actor Son Suk-ku, known for his roles in "Big Bet" and "My Liberation Notes." This production was created in partnership with Hyundai Motor and prominently featured the company's Ioniq electric vehicle, showcasing how snack films can effectively integrate brand messaging with compelling storytelling.

Looking toward the future, industry experts believe the long-term success of snack films will depend heavily on maintaining diversity and freshness in content offerings. "Should filmmakers continue to explore new narratives and genres within the format, snack films could carve out a steady presence in theaters, while also serving as a new film experience for the audience, and an alternative vehicle for brand-driven storytelling for companies," added the CJ CGV official. This innovative format represents a potential shift in how audiences consume cinema content and how brands can engage with consumers through entertainment media.