VR concert screenings are expanding in theaters. Following the release of 'TWS VR Concert: Rush Road' on the 4th of last month, 'LE SSERAFIM VR Concert: Invitation' is set to premiere on the 15th. Enhypen, Tomorrow X Together (TXT), and ATEEZ have also previously connected with fans through VR concerts.

VR concerts are differentiated from traditional live performance films, as they are original productions where artists perform up to 10 songs in front of a chroma key screen, filmed with VR cameras. Utilizing chroma key technology allows for stage productions that cannot be realized in reality, and audiences watch by wearing VR headsets in theater seats. Regardless of seat location, viewers can enjoy the performance and interact with various options on screen through VR-rendered hands. Additionally, holding and waving official light sticks provides an immersive experience similar to an actual concert venue.

These unique features have led to an increase in audience numbers. 'TWS VR Concert Rush Road' surpassed 20,000 cumulative viewers within 22 days of release, exceeding the number of attendees at TWS's own domestic offline single concert. Fans responded with comments such as, "It felt much more realistic than I expected, as if I was actually on stage watching the performance," and "I was amazed at how far VR technology has advanced."

The production company stated that VR concerts are highly profitable items. Due to the nature of K-pop artist content, overseas distribution in countries like Japan serves as a major channel for recouping production costs. Once dedicated headsets are installed in local theaters, screenings can begin immediately, making the investment cost lower compared to other special venues. Seungjun Lee, CEO of Amaze, said, "Live performances have become expensive, reaching 150,000 to 200,000 won, which can be burdensome for 'light' fans. VR concerts are highly accessible content for those who could not afford expensive concerts." He added, "The vast amount of 2D content flooding numerous platforms no longer holds significant competitiveness in the K-pop industry. For fandom consumers, providing experiences is crucial, and VR concerts are judged and sold based on all the actions experienced when visiting a movie theater."