Growing Korean film industry flexes international muscle

Hallyu stars on demand in Hollywood

By Chung Ah-young

Just a few years ago Korea was not an attractive destination for Hollywood stars to promote their films ― they either went to Japan or China or Hong Kong, often skipping Korea.

But now the nation is becoming a must-stop location for movie stars. In recent months, high-profile Hollywood mega stars such as Hugh Jackman, Leonardo DiCaprio, Robert Downey Jr., Arnold Schwarzenegger and Tom Cruise have rushed to Korea because the domestic film market is growing dramatically.

Rising marketing point

Actress Bae Doo-na

Actor Lee Byung-hun

Director Kim Jee-woon

The Korean cinematic market size was valued at over 1.4 trillion won in 2012, an increase of 21 percent last year from 1.2 trillion won in 2011, rising to number seven in world rankings ― on par with that of Germany’s.

Last year, the number of moviegoers surpassed 194.89 million, up 22 percent from 159.72 million the previous year. The buying power of Korean moviegoers is strong enough to make foreign distributors concerned about their share in the market.

Among some foreign blockbusters that found success here last year was “Les Miserables,” a musical starring Anne Hathaway and Hugh Jackman.

“As the Korean market rises in the world rankings, Hollywood cineastes keen on pioneering a new market in other regions are showing great interest. As part of this, more Hollywood A-listers are visiting Korea to grab the hearts of the local audience,” said Park Lucia, an official of CJ E&M, a major film distributor.

She said that their interest is shown in various ways such as participating in the production of Korean films or casting Korean actors in their movies.

“Running Man” directed by Cho Dong-oh is the first Korean movie fully funded by a major Hollywood studio, Fox International Productions ― part of 20th Century Fox ― and starring Shin Ha-kyun and Lee Min-ho. The company has so far invested in 50 non-English language films in more than 11 countries. Fox earlier grabbed the opportunity to invest here among other foreign entertainment giants, partially financing in the crime thriller “Hwanghae,” a 2010 mega-hit.

Bae Doo-na starred in the sci-fi film “Cloud Atlas” directed byLana and Andy Wachowski along with Hollywood A-listers Tom Hanks and Halle Berry. Lee Byung-hun appeared in the sci-fi action movie, “G.I. Joe 2: Retaliation.” Lee’s bigger role as Storm Shadow is believed to have boosted sales at the box office, according to the local distributor. Other actors co-starring with Lee came to Korea to promote the film last month.

Also Korean directors are developing their reputations in Hollywood. Park Chan-wook made his Hollywood debut with “Stoker” starring Nicole Kidman and Matthew Goode, which has received rave reviews from critics worldwide. Kim Jee-woon made his first attempt at Hollywood with “Last Stand,” starring Arnold Schwarzenegger and Forest Whitaker.

“Promoting foreign films is difficult unlike local films as Korean actors can frequently show up in public. So the growing role of Korean actors in Hollywood and foreign stars’ visits here can contribute to leaving a strong impression about their films on Korean fans,” Park said.

Korea-friendly marketing

Arnold Schwarzenegger

Robert Downey Jr.

Tom Cruise

At the end of last year, Jackman visited Korea to promote “Les Miserables” and revealed that he is a fan of figure skater Kim Yu-na and expressed his desire to meet her in person.

This was seen as momentum that drove the popularity of the movie here. He was appointed as a good-will ambassador of Seoul in 2009 and is now a household name in the capital among other Hollywood stars.

Tom Cruise received an honorary citizenship from Busan, the nation’s largest port city, home to the annual Busan International Film Festival, during his visit to Korea to promote “Jack Reacher” in January. Cruise is known as a Hollywood celebrity who has special attachment to Korea because he has visited here six times. The local distributor said that he chooses Korea as the first destination of Asian tours to promote his films.

“Many Hollywood stars who have visited are deeply impressed by the fervent support of Korean fans. They are fascinated by their hearty reactions. So they repeatedly visit Korea,” she said.

Park also said that they naturally chose more Korea-friendly marketing to woo Korean audiences. “Because of the increasing influence of the Korean audience, they are getting keener on what Korean fans like the most and are interested in,” said Park.

Robert Downey Jr. performed the horse dance to Psy’s“Gangnam Style” during his promotional visit to Seoul for “Iron Man 3” last week. The film will have its global premiere in Seoul on April 25, a week ahead of the U.S. premiere. It is rare for a Hollywood blockbuster to have its premiere in Korea, indicative of the growing status of the Korean movie industry in the world. "I want to thank the brothers and sisters of Korea. Korea has been one of the key markets for Iron Man," Downey said.

Korean stars who act in Hollywood films are also contributing to the digital forms of advertizing.

Bae promoted her new film in Korea through a mobile application. She said that the film is “a piece of work that marks a milestone in cinema history” and she was “excited to hear the names of her co-stars.”

Given that 60 percent or 30 million out of 50 million mobile phone owners use smartphones, the digital gadgets are ideal for conducting effective promotional campaigns.

Press conferences of promotional events for foreign films are streamed live online. When Jackman and Cameron Mackintosh visited here for “Les Miserables” last year, their fans could watch a real-time international video conference.