Prominent South Korean actors So Ji-sub and Jung Il-woo are taking on new roles as film investors to help bring greater variety to Korea's struggling cinema landscape. As audience numbers continue to decline and the domestic film market becomes increasingly dominated by big-budget blockbusters, smaller independent and arthouse films are finding it more difficult to reach viewers.
The involvement of established actors in importing and distributing these overlooked films is being viewed as a crucial move to preserve cinematic diversity and expand viewing options for Korean moviegoers. According to an anonymous official from a local film marketing company, "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."
So Ji-sub, 47, is considered a pioneer of this trend, having consistently invested in local distributor Challan Film Company since 2014 through his agency 51K. The company's impressive portfolio includes critically acclaimed overseas films such as "Midsommar" (2019), "The Zone of Interest" (2023), and "Late Night with the Devil" (2024). So's keen eye for identifying high-quality yet overlooked international movies was particularly evident with his investment in "The Substance."
When lead actress Demi Moore won a Golden Globe for her performance in "The Substance," her acceptance speech quickly went viral in South Korea, generating significant public interest. The response was immediate and substantial – the number of theaters showing the movie doubled, and it went on to attract more than 560,000 moviegoers nationwide. This success demonstrated the potential impact of actor-backed film distribution.
Despite the considerable financial risks involved, So continues to champion the import and distribution of quality films purely out of passion for cinema. Speaking on a tvN show in 2022, he candidly admitted, "It's a huge expense and the investment returns are almost always in the red. 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."
Following So's example, actor Jung Il-woo has also entered the investment arena, making his debut as a film investor with the recently released horror film "Together," directed by Michael Shanks. Jung explained his attraction to the project, stating, "The film 'Together' is a work that combines romance and body horror to question the essence of love and relationships. I was attracted to the film for its powerful message and fresh approach."
Jung has expressed his commitment to continuing this support for innovative cinema, promising to introduce more unique works to Korean audiences. His entry into film investment signals a growing trend among actors who want to actively shape the movie landscape rather than simply participate as performers.
Film industry insiders emphasize that this actor-led investment trend extends far beyond mere business considerations. As the anonymous marketing official noted, "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." This movement reflects a broader concern about maintaining cultural variety and artistic integrity in an increasingly commercial film environment.
