As BTS member JUNGKOOK draws attention by sharing his solo viewing experience of the film "HOPE", interest is growing over whether the so-called "JUNGKOOK effect" will work its magic once again.
On the afternoon of the 27th, JUNGKOOK posted his thoughts on his social media along with the message, "'HOPE' is great." He shared that he watched the movie in 4DX, stating, "It seems like opinions are a bit divided, but I really enjoyed it." He continued to shower the film with praise, saying, "There are so many hectic and fun parts, and I found myself clenching my fists while watching. The sense of realism and pacing are insane."
JUNGKOOK also mentioned that this outing was a solo movie trip, often referred to in Korea as a "honyoung." He expressed that going to the movies alone is an exciting and enjoyable experience, adding that he would like to go on solo movie outings often in the future.
As soon as JUNGKOOK's post became known, director Na Hong-jin, who helmed "HOPE", immediately reposted it on his Instagram story to express his delight. Fans who saw this have also been leaving comments saying they plan to go see the movie based on JUNGKOOK's recommendation.
This is not the first time that consumer behavior has shifted immediately following a mention by JUNGKOOK.
In February 2023, a beer glass he used during a personal live broadcast sold out on online shopping malls, leading to a surge in orders. Following that, products he used or mentioned continuously drew buzz, coining the phrase "JUNGKOOK effect." Given this precedent, the industry is now watching closely to see if his latest review for "HOPE" will translate into actual audience influx beyond just the fandom.
"HOPE" depicts the events that unfold when Beom-seok (played by Hwang Jung-min), the chief of a sub-office in Hopohang near the Demilitarized Zone, receives news that an unidentified entity has appeared in the village. Starring Hwang Jung-min alongside Zo In-sung and Jung Hoyeon, the new film by director Na Hong-jin was also invited to the competition section of the 79th Cannes Film Festival.
According to the Korean Film Council's integrated ticket computer network on the 27th, "HOPE" has maintained its position at number one at the weekend box office for two consecutive weeks since its release. Based on last weekend, the cumulative number of moviegoers surpassed 3 million, and it is cruising smoothly toward breaking the 4 million mark. However, the second-week weekend audience dropped by more than half compared to the opening weekend. With the release of "Spider-Man: Brand New Day" coming up on the 29th, attention is focused on whether JUNGKOOK's mention can serve as a card for box office success.
(SBS Entertainment News | Kang Kyung-youn)
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