"More word-of-mouth power is getting bigger" in the film industry
"It was because of the impact of the alien-plus defeat viral failure."
Film completion is a priority, but viral influences are growing
After Covid, choice is cautious, word of mouth more dependent
Ticket prices rise 30% to boost word-of-mouth power
Word of mouth played a crucial role in the movie's success, regardless of the time, and even if the initial performance was somewhat poor, it would be reversed if word of mouth was well received and long-term box office success was performed. On the contrary, movies that seemed to be guaranteed a box office if word of mouth went wrong did not attract attention, and so-called "viral publicity" was essential for good word of mouth. Recently, among the film industry officials, it is said that the power of this viral has increased. Depending on the success of the viral, the difference in the number of audiences seems to be happening in the way of 'mo or do'. The industry sees the box office defeat of 'extraterrestrial + human part' as a symbolic event of this trend change.
The film, which was produced in the first and second parts, is said to have exceeded 30 billion won in production costs. The number of viewers who are the break-even point is more than 7 million. In the industry, it is said that this is not a failure but a disaster. Choi Dong-hoon, who created "Thieves" (2012) and "Assassination" (2015), was called the nation's top box office director, attracting about 40 million people with five previous films.
The first reason why 'extraterrestrial + human part' did not win the box office is that the movie making did not meet the audience expectation. However, there are many views that the viral failure of this film has led to a 'failure to go to hell' that could have been completed as 'sluggish'. An official of domestic investment and distributor said, "It is true that 'extraterrestrial + person' is less fun than Choi's previous films, but it is a common opinion of people who work here that it was not a movie that could not be a box office hit." "It seems that the situation has become uncontrollable when the perception of the movie started to get worse."
'extraterrestrial + human part' has been in a bad trend since the poster and trailer were released. Posters and trailers should play a role in raising expectations for movies, rather than sharing favorable comments, which is the source of bad word of mouth. Although there was no response to "expectation", the response to "strange" was as much as that, and before the release, various online communities quickly spread the word "Choi's new work seems to be below expectations". After the premiere was released, criticism and criticism were poured out. An official of the event said, "The poster and trailer have been greatly disparaged so that I would like to have received such an evaluation." Such evaluations seem to have lowered the expectation of the movie sharply and the audience did not find it at all. "
The industry finds the reason why word-of-mouth influence has become stronger than in the past in the Covid situation. After the Covid incident, the online streaming era was opened, and when I became accustomed to watching movies and dramas at home, I went to the movie Theater only when there were movies to go to the movie Theater. It is an analysis that the word of mouth naturally increased when the movie to be seen at the Theater and the movie that is not is more strictly distinguished.
A typical example of viral power increase in the opposite side of 'extraterrestrial + human part' is 'Top Gun: Maverick'. The number of audiences on the first day of the release of "Top Gun: Maverick" was about 180,000, not much different from 150,000 in "extraterrestrial + human part". Considering that the leading actor Tom Cruise had a big event in Korea for two days, it was rather a slump. Until this time, 'Top Gun: Maverick' seemed to be a movie that did not follow the grades compared to the high topicality. However, as word of mouth began to get word of mouth gradually, the audience gradually increased and succeeded in exceeding 6.7 million viewers on the 36th day of opening. 'Top Gun: Maverick' is in the box office for a long time, maintaining the top 3 in the box office in the sixth week of release. On the other hand, 'extraterrestrial + human part' slipped to fourth place in eight days.
An official of a domestic multiplex company said, "'extraterrestrial + human part' and 'Top Gun: Maverick' are the opposite cases. The audience clearly divided 'Top Gun: Maverick' into movies to be seen at the Theater, and 'extraterrestrial + human part' into movies that do not need to be seen at the Theater. The biggest impact on this distinction should be seen as online word of mouth. "
Some say that the rise in movie ticket prices after the Covid incident has also boosted word-of-mouth influence. CGV, Lotte Cinema and Megabox have raised ticket prices several times as the management situation deteriorated sharply after the Covid crisis. At present, it is necessary to pay 14,000 won per person and 15,000 won on weekends to watch a movie at a regular Theater on weekdays. This is 2 to 2.5 times the monthly subscription fee for online streaming. As the cost of watching a movie at the Theater increased, the movie became more carefully selected, and it became natural to go online to search for reviews thoroughly. An official of the Theater said, "Before the Covid incident, I used to go on a date regardless of word of mouth, and I used to watch a movie, but now that culture has disappeared a lot."