Despite anemic rankings on movie reservation sites, "The Box" surged to the front of the South Korean box office on March 24th, scoring over thirty thousand admissions in its first day of theatrical availability. The low reservation rating was in part due to how "The Box" had not been allocated very many screens by movie theaters. However, where it was screened, "The Box" had an occupancy rate of 24.7%. This is remarkably high for the COVID-19 depressed South Korean film market.
This marks the first time a South Korean film has led at the South Korean box office since February 28th, when "Mission: Possible" was the leading film. The success of "The Box" is believed to be centered around the fandom of "Chanyeol" of EXO, who has his first starring role in the musical road trip film. However, "The Box" will face stiffer competition over the weekend, as Godzilla Vs. Kong premiered the day after on March 25th and also took the lead in its opening day.
Written by William Schwartz
Staff writer. Has been writing articles for HanCinema since 2012, having lived in South Korea since 2011. Started out in Gyeongju, then to Daegu, then to Ansan, then to Yeongju, then to Seoul, lived on the road for HanCinema's travel diaries series in the summer of 2016, and is currently settled in Anyang. Has good tips for utilizing South Korea's public bus system. William Schwartz can be contacted via email@example.com. He also has a substack at williamschwartz.substack.com where he discusses the South Korean film industry in broader terms and takes suggestions for future movies to review.
"[HanCinema's News] "The Box" Opens in First Place at the South Korean Box Office"
by HanCinema is licensed under a Creative Commons Attribution-Share Alike 3.0 Unported License.
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