The melodrama ‘Hauchi’, set to release on November 13, has garnered attention by lowering its ticket price to 10,000 won. This appears to be a response to actor Choi MinSik’s criticism of high ticket prices on the tvN program ‘You Quiz on the Block’. ‘Hauchi’, led by director Kim MyungKyoon and produced by G Brothers Company, plans to maintain this price throughout its screening period, not just as a temporary event.
Park JinChul, CEO of distributor JC Enterworks, stated, “We decided to lower the ticket price to attract even one more audience member in these times of high inflation.” He added, “We consulted with CGV, Megabox, and Lotte Cinema, and the theaters sympathized with our intent.” Despite some negative views from the industry, Park asked for understanding, seeing this as a desperate measure for Korean cinema.
While there have been instances of snack movies with short runtimes being released at low prices this year, ‘Hauchi’ is the first 114-minute commercial film to lower its price to 10,000 won. The film tells the story of a middle-aged man who reunites with his first love after 30 years, starring Ji DaeHan and Son JiNa. It marks the first lead role for Girl’s Day’s Yura, with Oh JaeMu portraying the teenage years of the two main characters.
Kim GeunChul, producer of the documentary film ‘Miracle Piano’, commented, “Reducing the ticket price is a sign of confidence in the content,” and expressed hope that ‘Hauchi’, with its low reliance on star power, will establish itself as a highly satisfying film.
Attention is focused on whether this decision will have a positive impact on the Korean film industry in the future. There is anticipation about how audiences will respond to ‘Hauchi’s’ new attempt and whether such innovative approaches will continue.
