Concert films show the way ahead

Hong Kong's movie business stands to rake in big bucks from Generation Z and millennials by taking blockbuster concerts to the big screen in coming years as net-savvy youngsters, who were raised on social media, have now shifted their focus to personal experience with music and social vibes rather than to the artistes themselves.

Hong Kong screened its first local star concert film in January, hot on the heels of pop icon and 12-time Grammy winner Taylor Swift's music tour film that turned out to be an international hit, having grossed more than $260 million worldwide as of January.

The Hong Kong movie, My Secret Live: Another Side, documenting homegrown Cantopop star Joey Yung Cho-yee's live music performances last year, saw tickets for all 10 screenings sell out within five days of its upcoming release, prompting theaters to add additional screenings before its debut.

Emperor Cinemas - a Hong Kong movie theater chain that distributed Yung's concert documentary - believes concert films will be a future trend for theaters. "The fans will keep coming, giving a boost to our theaters' customer pool," a spokesperson says.

When watching concert films, audiences can relish the experience without worrying about geographical distances, economic constraints, or health-related issues. Besides, they can enjoy the comfort of indulging in snacks and drinks, or even singing along and taking selfies - all through the convenience of a seat that offers unobstructed views of their favorite artiste.

"Nowadays, many fans might watch a concert at a movie theater or on YouTube before seeing their favorite artists' live," says Gary Wong Pui-fung, a lecturer at the University of Leeds, who studies Hong Kong's popular culture and cultural sociology. "Concerts have transformed into social gatherings that foster emotional connections and cultural phenomena. These events (including watching concert films) now provide attendees with opportunities to create and share videos online, enhancing their communal experience."

"This is very different from concertgoers in the 1980s or 1990s when the internet was still in its infancy in Hong Kong."

Yearlong research by United States-based venue management company ASM Global released in 2023 showed that, for Generation Z and millennials, the allure of live concerts or sports events offers more than just watching performers or athletic feats, but the quality of a holistic experience, the more upscale the better. The research was based on assessing the standpoint of more than 120,000 customers and clients.

Younger generations treasure the experience of being part of the concert, and actively share their attendance on social media as proof of their attachment and participation, notes Wong, adding that Hong Kong's show business should recognize the importance of online presence in promoting concerts and engaging fans.

He observes that while some traditionalists in show business resist these changes, fearing potential ticket sales loss as a result of online video sharing, others see it as a free promotional tool, especially if their audiences seem to be younger. "The future of the concert business, particularly in places like Hong Kong, will hinge on whether stakeholders adapt to these new trends or stick with traditional approaches."

Besides capturing performances through concert films, many Hong Kong artistes are embracing innovative ways to satisfy the tastes of young fans. For instance, Mirror - the city's most popular boy band - conducts hybrid shows with a hybrid format, combining live, in-person performances with livestreaming.