Avoiding 'Spider-Man,' Korean Films Face 'Chicken Game' This Chuseok

South Korean cinemas are bracing for a "chicken game" as multiple high-budget films are slated for release around the Chuseok holiday, a significant shift from the recent trend of tentpole movies premiering in late July or early August. This year, the summer release window was dominated by Hollywood blockbusters like 'Spider-Man: Brand New Day' and 'Odyssey,' pushing Korean commercial films into the fall.

Currently, only the Hollywood remake 'The Intern,' scheduled for September 16, and Lee Chang-dong's 'Possible Love,' set for a limited two-week release on September 23 for Academy consideration, have confirmed dates. The latter is a lighter release, while 'The Intern' targets a specific audience with a mid-range budget.

“

It seems unlikely that all the competing films during the Chuseok holiday will do well. Only the movie that generates word-of-mouth as 'worth watching in a theater' will be the winner, so promotion and marketing staff are very concerned.

However, three other major productions, each with budgets around 20 billion won (approximately $14.5 million), are vying for the prime Chuseok release slots. 'Assassins,' 'Tazza: The Song of Belzebub,' and 'The Resurrection Man: The Red' were initially planned for a September 23 release but remain undecided. 'The Resurrection Man: The Red' is now aiming for a September 30 release, extending into the subsequent public holidays.

Distributors are concerned about the crowded release schedule, especially since the overall cinema market has shrunk. Releasing two major films simultaneously could make it difficult for either to achieve profitability, with an estimated break-even point of nearly 4 million viewers for each. Industry insiders express worry, noting that only films that generate positive word-of-mouth will succeed, leading to intense competition in promotion and marketing.

“

While avoiding the big summer Hollywood blockbusters seems like an unavoidable strategy, releasing so many films at the same time can be a major risk factor.