[Dispatch=Lee Myung-joo Reporter] Horror films are a niche genre. Their release windows are limited. They do summer business. They shine briefly in theaters, then extend their lifespan on IPTV and OTT platforms.
However, "Salmokji" (Director Lee Sang-min) shattered existing horror conventions. It avoided the peak season of July and opened in the off-season month of April. It opened at the start of the new school year, right before midterm exams.
A distributor at "Showbox" said, "We didn't want to be bound by the formula of 'horror films = summer.' If it's a well-made film, shouldn't it be released regardless of season? (We had that confidence)."
Good films eventually break through. That is "real" viral marketing. At the center of this buzz was Gen Z. They drove the "Salmokji" phenomenon through word-of-mouth and personal testimony.
◆ Breaking the limits of horror
"Salmokji" is a film centered on a reservoir located in Yesan, South Chungcheong, and urban legends tied to the place. It is already famous among horror enthusiasts as a paranormal hotspot. It has appeared in an MBC-TV "Late Night Ghost Stories" episode.
Director Lee Sang-min layered his own imagination onto existing legends. By adding the concept of a "street view ghost," he provided the narrative justification for why the filming crew had to go to the reservoir.
Despite the limitations of the horror genre, it continues with unexpected box office success. According to the Korean Film Council's integrated box office database, "Salmokji" rose to the top of the domestic box office for 16 consecutive days.
It broke through on opening day. It recorded the highest opening score for a horror film since "Arak" (120,000 viewers). On that single day, 89,913 people watched it.
It even surpassed the opening for Hollywood sci-fi "Project Hail Mary" (70,000 viewers). By its seventh day of release, it surpassed the 800,000 viewer break-even point and entered profit territory. It is expected to exceed 2 million viewers by this week at the earliest.
◆ Teenage audiences led the charge
Notable is the generational breakdown of viewers. Based on CGV viewing data, "Salmokji" audiences consist of 54% teenagers and people in their twenties. More than half of total viewers are Gen Z.
Particularly striking is the teenage demographic. Teenage viewers of "Salmokji" make up 11% of the total. This represents a 3 percentage point increase compared to "Gonjiam," a similar horror film (8%).
A CGV official explained, "'Salmokji' is showing a trend of broadening its young audience base as the teenage share increases."
"Salmokji" has another distinctive characteristic. It has a notably high proportion of viewers in groups of three or more. 14% of viewers watched it in groups of three or more.
Is this due to the nature of horror films? It is insufficient to dismiss this as a genre phenomenon. In the case of "Noise," another horror hit from last year, the proportion of viewers in groups of three or more was only 9.4%.
The gap widens when compared with romance films. "What If We" had a 5% ratio for viewers in groups of three or more. Theaters analyzed this as "a reflection of the tendency toward 'experiential consumption enjoyed together.'"
◆ Beyond 'viewing' to 'experience'
Films are no longer consumed solely for 'viewing.' Rising ticket prices and the expansion of OTT platforms mean there is a need for reasons to visit theaters.
"Salmokji" strategically tapped into audience needs. Park Eun-kyung, CEO of production company "The Lamp," explained, "We aimed to make an experiential horror film." From the start, production focused on providing a "fear experience."
Director Lee also stated at the "Salmokji" press conference, "I wanted to give viewers the experience of being bewitched by water ghosts. The goal was to create fear that feels like direct experience."
To this end, it utilized horror devices. A 360-degree street view camera, paranormal equipment like motion detectors and ghost boxes—these maximized realism.
The directorial intent synergized with young audiences' theater experience preferences. The fear of being at the Salmokji reservoir, a more thrilling extreme experience than an escape room game, drew viewers to theaters in small groups.
◆ Salmokji reservoir becomes a tourist destination
"Salmokji" transcended the screen. The Yesan County reservoir that serves as the film's setting has emerged as an unexpected hotspot. Just as "The Man Who Lives With Me and the King" sparked a travel boom to Yeongwol, it has fueled secondary consumption of the film.
The filming location area has even acquired a nickname, "Sali Road." Once known only for urban legends, the quiet reservoir is drawing attention as a tourist destination crowded with Gen Z. Visitor numbers have surged so dramatically that vehicle access has been restricted.
Showbox stated, "With experiential viewing culture continuing, interest in and discussion of 'Salmokji' is steadily spreading, centered on the younger generation."
The momentum for "Salmokji" is expected to continue for some time. Midterm exams at middle schools, high schools, and universities nationwide will conclude in late April to early May.
A middle school student in Seoul, identified as Student A, said, "After my midterm exams, I'm going to see 'Salmokji' with six friends. We'll scream together and relieve test stress."
Meanwhile, "Salmokji" surpassed 1.6 million viewers on its 16th day of release on the 23rd. This is more than double the break-even point.
<Photo=Dispatch DB, Showbox>
