[Dispatch=Reporter Jung Tae-yoon] Debut date: June 3, 2002. Within two years, they topped every music broadcast. They were caught up in a mysterious incident and disbanded. This is the story of the co-ed group 'Triangle.'
They are a group that exists only on screen. However, 'Wild Thing' (director Son Jae-gon) debuted actors Kang Dong-won, Eom Tae-gu, and Park Ji-hyun before they even left the screen.
They released music, took photocards, and created fan chants. All of this felt familiar. It perfectly mirrored the debut formula of K-pop idols.
They chose idol grammar over movie promotion. Audiences became fans before even entering the theater. Below is the promotion timeline of 'Wild Thing.'
◆ Wild Comeback
D-97 The starting point was Namu Wiki. Lotte Entertainment opened a document on February 26. By releasing the setting first, they gave a past to a group that didn't exist. They also left room for fans to participate.
D-80 Next, they brought it to a real platform. They opened an Instagram account and began full comeback preparations. The virtual group began to breathe on the feed.
D-58 They stacked up comeback buildup step by step. Triangle posted a "COMING SOON" image on Instagram on April 6. The title was "TRIANGLE is Back."
They released content in a familiar order: spoiler alerts, teaser posters, album timetables, fan chants, CD configurations, and photocards. It was a comeback announcement just like any other idol.
D-47 They designed relationships. They introduced rival Choi Sung-gon (played by Oh Jung-se) and expanded the world. By creating a competitive dynamic rather than a single group, they raised the density of the narrative. His appearance even shook fans who had been supporting Triangle.
D-43 The finishing touch was music. On April 21, the single 'Love is' was officially released on music platforms ahead of the film with both the audio and music video.
D-12 On May 22 Choi Sung-gon stepped up next. He released the second studio album title track 'You.' An official YouTube video of "Choi Sung-gon - You 1.5-hour Repeat Play" was also uploaded.
It was a strategy that precisely read the song's nature. Short, simple melody, unforgettable hook. The 1.5-hour video consumed naturally.
D-day On June 3, the film was released. But the story had already begun. 'Wild Thing' did not explain the movie. Instead, it made fans. And the fans were already inside the world.
Lotte Entertainment's PR team told Dispatch, "We determined that leading the public's curiosity first, rather than prioritizing explanations about the film, would naturally lead to interest in the movie."
The strategy worked. The 'Love is' M/V exceeded 3 million views. Fans began filling in information directly on the Triangle Namu Wiki page.
The design was meticulous. They posted selfies from member Hyun-woo's (played by Kang Dong-won) practice room and opened a reverse-promotion café before the release. Constant content poured out. The actors' preparation was as thorough as the promotion. Kang Dong-won devoted five months to dance practice.
He personally executed difficult breakdancing and headspins. Eom Tae-gu visited JYP's practice room for five months to hone his skills as a rapper.
The PR team emphasized, "The key point was for the public to break away from the existing image they had of these actors. We carefully designed the actual idol debut promotion marketing grammar."
As a result, Triangle became not a group of actors acting, but a real existence. Audiences began consuming not movie promotional materials, but news of an actual idol group's comeback.
◆ Wild Rebellion
D+1 After opening the door, the unexpected protagonist was Choi Sung-gon. Oh Jung-se completed it with a hairstyle covering one eye, an expression overly immersed in sentiment, and a repeated pose. He wove between tackiness and nostalgia with sincere acting. Numbers proved the reaction. The 'You' music video surpassed 1 million views immediately after release.
The music saw Melon user numbers spike 86% in just one day on release day, June 3. It climbed to 466th place on June 6 and 391st on June 9. It dominated Instagram, TikTok, and X.
Actors Ryu Seung-ryong, aespa Winter, FIFTY FIFTY Moon Chanel, and BOYNEXTDOOR Taesan boarded the challenge regardless of whether they were singers or actors, proving its viral nature.
D+10 Even after release, the world continues. Oh Jung-se will appear at a greeting event on the 13th as Choi Sung-gon, not his real character, continuing the world-building.
Of course, reviews of the film itself are not entirely favorable. The prevailing assessment is that it's a film that wins through character and humor rather than solid narrative. Yet Oh Jung-se remained. He completed a character that extends beyond the film. It became a meme, a challenge, and ultimately an independent character.
◆ Wild Fandom
Over-immersion marketing has become a trend across the film industry. The film 'Collective Grave' (director Yeon Sang-ho) presented an experiential performance where audiences could experience zombies from the film. Netflix's 'Girigo' uploaded an app designed for the story's setting to actual app markets and saw over 1 million downloads.
Now the audience's role has changed. Previously, audiences saw a poster, checked a trailer, and went to the theater. Now it's different. They listen to the music first and make challenge videos. Before entering the theater, they're already inside that world.
Distributors are also sensing this shift. A ShowBox official said, "We plan in advance which character, which actor, which point will pop. In the case of 'Salmonfish,' we even held a decibel screening."
According to CGV data, the rate of group viewings of three or more at 'Salmonfish' is 14%, nearly three times that of general melodramas (5%). The film was consumed as something to experience together.
In an era where ticket prices rise and OTT becomes routine, audiences need a reason to go to theaters. Movie promotions no longer announce—they compete with world-building. They begin before the film and continue even after it ends.
<Photos provided by Lotte Entertainment>
