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- What’s the Correlation between a Film Festival Award Win and Box Office Success?
- by KiM Hyun-jung / Oct 13, 2015
- The Impact of Film Festival Award Wins on the Films of HONG Sang-sooFilmmaker HONG Sang-soo’s 17th film, Right Now, Wrong Then has attracted a total of 59,500 moviegoers as of October 10th. This score is already considered a success for the diversity film which is moving into its third week since its theatrical release on September 24th. The most watched film of HONG Sang-soo’s since 2008 is Our Sunhi, a Best Director winner at the 2013 Locarno International Film Festival which attracted 68,700 in ticket sales.
Right Now, Wrong Then received the spotlight from the local press with its Best Actor and Golden Leopard win at the 2015 Locarno International Film Festival. Then, do major international film festival invites and award wins influence the box office success of a film? We’re now living in a time when films are strategically hiding their Cannes Film Festival award wins in their PR schemes for fear of coming across as ‘boring’. Nevertheless, wouldn’t it be better winning an award rather than the opposite?The Day He Arrives which relatively scored well for a HONG Sang-soo film released after the mid-2000s, was screened at the Cannes Film Festival, Un Certain Regard and attracted 45,500 moviegoers. Another Un Certain Regard invitee and Un Certain Regard Award winner, Hahaha attracted 57,200. However, In Another Country invited to Cannes Competition considered more influential than Un Certain Regard stopped at 30,000.Yet it seems that the Cannes Film Festival works better on the local audience than the Berlin International Film Festival. Nobody’s Daughter Haewon which was in the Berlin International Film Festival Competition lineup made 34,800 ticket sales, and another Berlin Competition film Night And Day resulted in a shocking score of 13,900.Regardless, perhaps it’s the times or era that counts more than film festival invites and award wins. The 2004 film Woman Is The Future Of Man attracted 284,000 in the local box office and the 2006 film Woman On The Beach attracted 225,300. Woman Is The Future Of Man was invited to Cannes Competition while Woman On The Beach was screened in ‘Special Presentation’ at the Toronto International Film Festival.Subsequently, film productions and box office successes became more and more polarized, and we’ve come to embrace a impoverished era when diversity films are congratulated for hitting 30,000 ticket sales in the local box office.
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