A series of successful domestic films at the box office hints
at the changing face of Korean cinema. "The Thieves," which was released
on July 25 amid great expectations with its heist movie plot and
star-studded cast, has attracted almost 10 million viewers in only three
weeks. "The Grand Heist" also drew one million moviegoers earlier this
week despite its lack of rave reviews.
The trend has been
developing since the start of the year. Domestic films drew 44.17
million spectators in the first half of 2012, up 34.6 percent from the
same period last year. This even beats the previous record high of 41.48
million viewers in the first half of 2006.
In total, 18 Korean
movies have now drawn more than one million viewers each so far this
year, compared to 16 over the same period in 2011 and 13 in 2010. So
what is the driving force behind this trend?
◆ Diversification of Genres
Local
moviegoers used to prefer comedies or action movies, but these days
their interest is spread more evenly across the genres. Although
romantic comedies and melodramas were in the past regarded as unlikely
to score a huge hit at box office here, "All About My Wife" and
"Architecture 101" attracted more than four million viewers each this
year. Meanwhile, "Unbowed," a courtroom drama based on a true-life
incident, proved its commercial success by selling 3.42 million tickets.
"Ten years ago, moviegoers were divided into two distinct
types: people who like Hollywood movies, and those who like Korean
movies. But as many people have become familiar with a variety of genres
of American movies and dramas, local audiences tend to prefer domestic
films that contain elements of Hollywood genres tailored to Korean
tastes," said film critic Jeon Chan-il.
◆ Star-Studded Casts
"The
Thieves" has 10 lead actors, while "The Grand Heist" has 11. Even
melodramas and romantic comedies, which used to rely on one leading
actor and actress, now often have three or four actors in starring
roles. At the same time, it is increasingly common to see major stars
play supporting roles.
"In the past, many viewers were attracted
to movies based on their plot, but now they like character-oriented
movies with a good story. Movies that have many leading characters or
supporting characters with distinct personalities are also getting
popular," said Kim Ho-sung, CEO of production company REALise.
◆ Mature Audiences
As
producers have raised the target age group from teenagers and people in
their 20s to those in their 30s and over, movies are naturally
attracting a more diverse audience.
According to ticket sales
data for "The Thieves" compiled by Korea's largest movie site Maxmovie,
26 percent of those who watched the movie were in their 20s, 40 percent
were in their 30s and 31 percent in their 40s. In the case of
"Architecture 101," 24 percent were in their 20s, 45 percent in their
30s and 28 percent in their 40s. The bulk of viewers who went to see
"All About My Wife," or 45 percent, were also in their 30s.
The
combined number of spectators in their 30s and 40s now far outstrips
those in their 20s, and this demographic can be seen as playing a
leading role in Korean movies' raging success at home.