Thirty-somethings have not traditionally been major players in the Korean film industry. The driving force in terms of box-office demographics has always been those in their 20s. But this has been changing in recent months, and film promoters are taking notice.
Those in their 30s have bigger pockets than their younger counterparts, but their artistic taste is not so removed from mainstream moviegoers. In fact, today's 30-year-olds have nurtured their visual edge by avidly consuming movies when they were younger. Now, armed with better economic power and mature views about filmmaking, Korean audiences in their 30s are regarded as a key segment when it comes to box-office revenue.
The most visible trait of 30-year-olds is their preference for thought-provoking flicks such as "May 18", "August Rush" and "Lust, Caution". These films depart from the industry's traditional moneymaking machines that rely solely on the youth factor.
At the height of the Korean film boom, which peaked a couple of years ago and is now facing a slew of ominous signs, twenty-something stories like "My Sassy Girl" were regarded as the one and only bracket that could pull in sizable revenues for filmmakers.
Regardless of market-brackets, however, so-called teen and twenty-something-oriented films are being pushed to the sidelines. Instead, topics and subjects are increasingly geared toward the 30-year-olds or older, reflecting diverse interests and tendencies to watch serious films for pure artistic pleasure. The shift also demonstrates the weakened financial position of twenty-somethings at a time when movie theaters are slashing ticket discounts.
But it could also be a simple sign of demographics. As the bulk of Korea's population gets older, so will their financial clout.
Younger audiences used to rely on hefty ticket discounts provided by the country's three mobile carriers. The discounts fueled the growth of the local film industry, but theaters pulled the plug on the discount policy to reduce marketing costs and secure bigger net profits.
Such discounts are still available through credit card companies, but the requirements have become more stringent. Credit card holders should spend a certain amount of money on a monthly basis to get discounts, something that is not so appealing to some twenty-somethings, some of whom do not have a steady income.
The stubbornly high unemployment rate of younger jobseekers is also a factor. One of the buzzwords for describing Korean youth is the "880,000-won generation", referring to those who have a temporary job and live with a meager salary without solid job security.
Those in their 30s have more disposable income. "Married couples in their 30s select films on their own initiative and often go a step further to recommend what they believe to be good movies for the entire family. This trend is also indicative of the thirty-somethings' sophisticated taste in movies, and their growing box-office power", said Cho Ok-kyung, a film marketing specialist.
A case in point is that 30-year-olds played a key role in boosting the ticket revenues of "May 18", a drama depicting the tragic Gwangju incident that is hardly easy-viewing for younger demographics. "The general consensus was that those in their 20s watch movies a lot, and this is still true to some extent, but what has changed is that a growing number of those in their 30s are coming to theaters and speaking up", said an official at Youngwhain, a film marketing firm which promoted "May 18" last year.
"May 18" ranked No. 2 in the box-office in 2007, thanks largely to the strong sales of group tickets targeting companies that were willing to pay for workers' entertainment costs.
"Lust, Caution", a Chinese film known for its graphic depiction of sex, also benefited from the strong response from thirty-something audiences. According to All That Cinema, which promoted the movie late last year, their marketing targeted websites and online communities frequented by women in their 30s, and the strategy paid off nicely. The film drew about 2 million people.
"August Rush", a family music drama, sold some 2 million tickets.
But the most crucial age segment for theaters still remains the same: those aged 25 to 29, according to CJ CGV, one of the country's three major multiplex chains. CJ said the 30-34 age group ranks No. 2, and its influence is growing at a steady pace.
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