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Leading actors like So Ji-sub and Jung Il-woo are stepping into new roles as film investors to help bring a wider variety of films to the struggling Korean cinema scene.
With declining audience numbers and a domestic film market increasingly dominated by blockbusters, smaller films are finding it harder to reach viewers. Actors’ involvement in importing and distributing independent and arthouse films is now being seen as a move to protect cinematic diversity and expand options for moviegoers.
“If actors get directly involved in film import and distribution, risky films that might not be chosen by a wider audience may get another chance to be screened or secure initial investment more easily,” an official from a local film marketing company said on condition of anonymity.
A poster for movie “The Substance” / Courtesy of Korean Film Council
So is considered a pioneer of the trend, as the 47-year-old has consistently invested in local distributor Challan Film Company since 2014, through his agency 51K. Their broad portfolio includes acclaimed overseas films such as “Midsommar” (2019), “The Zone of Interest” (2023) and “Late Night with the Devil” (2024).
So’s eye for high-quality yet overlooked overseas movies was particularly prominent last year with the film “The Substance.”
When lead actor Demi Moore won a Golden Globe for her role in the film, her acceptance speech went viral in Korea. The public response was swift. The number of theaters showing the movie doubled, and it went on to attract more than 560,000 moviegoers nationwide.
Despite the financial risks, So continues to work for the import and distribution of quality films out of passion.
“It’s a huge expense and the investment returns are almost always in the red,” he said on a tvN show in 2022. “But I do it because there are so many good movies I want to introduce to people. Hearing ‘Thanks to you, I got to watch a great film,’ is the best feeling.”
Actor Jung Il-woo / Courtesy of J1 International
Following in So’s footsteps, Jung also made his debut as an investor with the recently released Michael Shanks horror film “Together.”
A poster for the movie “Together” / Courtesy of Korean Film Council
“The film ‘Together’ is a work that combines romance and body horror to question the essence of love and relationships,” Jung said, adding that he was attracted to the film for its powerful message and fresh approach.
He also expressed his intention to continue supporting films that bring fresh perspectives, promising to introduce more unique works to Korean audiences.
Film industry insiders say this actor-led investment trend is not just about business.
“They represent an effort to preserve the diversity of cinema. They are also contributing to the reason why movie theaters exist — not just as places for blockbuster entertainment, but for discovery and storytelling,” the official added.
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