K-Content _ Evolution of Content (Film)

Changes in the media environment have led to the globalization of K-content.

In the 1990s, if someone asked, "What movie should we watch?", more than 90% of people would choose a Hollywood movie.

At that time, if you suggested watching a Korean movie, you would often be met with criticism like, "Who watches Korean movies?"

However, now, there are dozens of Korean films that have attracted over 10 million viewers,

and Korean cinema has begun to globalize, sweeping awards at film festivals around the world.

Two major media environments have contributed to this background.

These are multiplex cinemas and the screen quota system.

Korean cinema can be divided into periods before and after the release of the film 'Shiri' in 1997 and the opening of CGV Gangbyeon in 1998.

'Shiri' was, at the time, a near-blockbuster film with an investment of 3.2 billion won, a huge sum for a Korean film.

Perhaps seeing the potential of such a film, CGV opened a multiplex cinema with 11 screens in Techno Mart, Gangbyeon Station in 1998.

Following this, Megabox opened in COEX with 16 screens in 2000.

Subsequently, in 2001, with films like 'Taegukgi' and 'Silmido' attracting over 10 million viewers, the era of 10-million-viewer films truly began.

Multiplex cinemas increased the number of screens available, and the combination of many screens and a comfortable viewing environment drew a large number of moviegoers.

However, it's difficult to definitively say that the increase in cinema numbers alone led to the growth of Korean cinema, as another factor played a significant role:

the 'screen quota' system.

The United States, in its trade relations with Korea, demanded the abolition of the screen quota system, and the Korean government was considering accepting this demand.

In 1998 and 1999, a sight never seen before unfolded: the 'Screen Quota Defense Rally'.

Film actors, directors, staff, production companies, and even film students from universities – thousands of people involved in the film industry flocked to the rallies,

even resorting to shaving their heads in protest and holding street marches to raise awareness of the screen quota issue worldwide.

In particular, with hundreds of top stars participating in the street marches, it drew the attention of the entire nation,

and faced with the influence of these stars, the government ultimately decided to maintain the screen quota system,

and the United States had no choice but to accept it.

The late President Kim Dae-jung's love for film, who was elected president in 1998, also played a significant role.

The maintenance of the screen quota system and the opening of multiplex cinemas were undoubtedly crucial factors in the development of Korean cinema into an industry,

and in Korean films becoming some of the most beloved globally.