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CI  of CJ 4DPlex (provided by CJ 4DPlex)

Buyers visiting the CJ 4DPlex booth at Hong Kong Filmart this past March were met with something unexpected: not the familiar K-pop concert footage, but a single new title — OK! Madam: Bon Voyage, an action comedy starring Uhm Jung-hwa and Park Sung-woong. It marked the first time CJ 4DPlex had brought narrative film rights to an international market.

A CJ Group affiliate, CJ 4DPlex is best known as a premium exhibition technology company behind the 4DX and ScreenX formats. The company operates 1,245 screens across 74 countries worldwide, and in 2025 recorded a combined global box office of $497 million (approximately KRW 757 billion) across its formats. Its foray into content distribution began in 2023, when it began handling concert films and music documentaries by global acts including BTS, ENHYPEN, and Linkin Park — optimized for 4DX and ScreenX — thereby building a sales network of theater partners and distributors around the world.

CJ 4DPlex is now extending that model into narrative features with OK! Madam: Bon Voyage. The strategy is to leverage the buyer network cultivated through concert films as a distribution channel for fiction titles. June Lee, Head of International Sales at CJ 4DPlex, explained: "Through concert films, we were able to build strong relationships with theater partners around the world, and that became the foundation of our global exhibition network." The company plans to assemble a slate of approximately 25 titles per year, and has stated it will not limit itself to Korean films — any project that fits the format will be considered, regardless of country or genre.

The debut title, OK! Madam: Bon Voyage, is a sequel to OK! Madam, which attracted 1.22 million admissions during the COVID-19 pandemic in 2020. The action sequences set aboard a cruise ship — a contained environment — are expected to pair particularly well with 4DX's advanced motion effects.

That said, the challenges ahead are real. There is a clear gap between the guaranteed demand driven by fandom that underpins concert films and the broader general-audience market that narrative features must reach. Whether the road that began in concert halls can extend all the way to cinema screens remains to be seen — and all eyes will be on OK! Madam: Bon Voyage this summer to find out.

Sources

• Screen Daily, "CJ 4DPlex moves into narrative film sales with 'OK! Madam: Bon Voyage'," 2026.03.18

• The Guru, "CJ 4DPlex accelerates global sales of 'OK! Madam 2,' participates in Hong Kong Filmart," 2026.03.24