Chuseok holiday has brought a welcome boost to theaters. The film 'Assassins,' directed by Heo Jin-ho and centered on the 1974 assassination attempt on the First Lady, opened on September 23, attracting 134,464 viewers on its first day and debuting at the top of the box office. On the first day of the holiday, September 24, it drew around 280,000 viewers, and by September 26, the total reached 432,352, bringing its cumulative total to 1,305,677 in just four days.
The signs of success were evident even before its release. On September 20, 'Assassins' surpassed 'Odyssey' to claim the top spot in advance ticket sales, marking the first time in 64 days that a Korean film regained the number one position in this category.
'Assassins' was not alone in its success. Released on the same day, 'Tazza: Song of Beelzebub' also performed well, attracting around 660,000 viewers despite being rated for adults only, securing the second position. On the third day of the holiday, seat occupancy rates reached 52.9%. On September 26, four out of the top five films at the box office were Korean productions.
While 'Odyssey,' which has surpassed 11 million viewers, remains in third place, it is followed by 'The Intern,' starring Choi Min-sik and Han So-hee, and 'Possible Love,' directed by Lee Chang-dong, which won the Jury Prize at the Venice Film Festival. Despite being screened in just over 100 theaters, 'Possible Love' achieved a seat occupancy rate similar to that of 'Assassins.' The variety of choices has expanded, ranging from historical thrillers to gambling dramas, office comedies, and auteur films.
The positive trend has been building since early this year. According to the Korean Film Council, the number of theatergoers in the first half of the year reached 57.05 million, a 34.2% increase from the previous year. The audience for Korean films surged by 74.9%, with revenue rising by 81.7%, marking the highest figures since the COVID-19 pandemic.
However, a closer look reveals that optimism should be tempered. Of the 370.2 billion won in revenue from Korean films in the first half of the year, 163.1 billion won came from just one film, 'The King’s Affection,' which attracted 16.91 million viewers. During the summer months, major foreign films dominated advance ticket sales. Relying on a single blockbuster to sustain the industry raises concerns about future successes. Production costs are rising, yet investment remains stagnant, and high ticket prices continue to be a barrier for audiences.
Thus, this Chuseok is more about the atmosphere than records. Audiences are faced with multiple Korean films and are taking the time to decide what to watch. It has been a long time since viewers hesitated between various options in the ticketing window. Ultimately, if there are films worth seeing, audiences will head to theaters.
The real test will come after the holiday. The returning audience must be willing to spend on future Korean films. The success of this season must translate into investment for upcoming projects, ensuring that the bright moment in theaters during this Chuseok is not just a fleeting occurrence.
* This article has been translated by AI.
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