"My heart rate spiked so high that my smartwatch alert went off." "Proof shot of my visit to Salmokji."
The horror film "Salmokji" has surpassed 2 million moviegoers within 20 days of its release, injecting vitality into an off-season theater market. It marks the first time a horror film has crossed the 2-million mark since "Gonjiam" in 2018.
One factor cited behind the unusual popularity of "Salmokji" is an entertainment culture that extends personal anecdotes into real-life experiences. The trend reflects the characteristics of digital natives who actively spread their experiences through "evolved reviews" that go beyond traditional word of mouth. The number of visitors to Salmokji Reservoir in Yesan, South Chungcheong Province, which serves as the film's backdrop, has surged so rapidly that Yesan County has increased nighttime lighting and patrol personnel. "Secondary and tertiary content that satisfies curiosity after watching the film is driving its box office success," a Showbox official said.
The same formula has been confirmed in recently released films that drew over 10 million viewers. "The Man Who Lives with the King," ranked second on Korea's all-time box office list with 16.7 million viewers, saw "review bombing" of posts about visits to Gwangneung, the tomb of King Sejo, immediately after its release. The number of tourists visiting Yeongwol, where King Danjong spent his final four months, has reached 360,000 so far this year, far exceeding last year's total of about 260,000.
A similar trend was observed with "12.12: The Day" (2023), which drew 13.12 million viewers three years ago. Analysts said the film not only had strong cinematic appeal but also prompted audiences to voluntarily share their anger and tension, creating a participatory viewing culture. "A generation that actively expresses its views has become the driver of viral trends and is now shaping box office outcomes," a CJ CGV official said.
