[Focus+] Unusual Night Premiere of 'Avatar 2', Tension with 'Hero'

Yoon Je-kyun vs James Cameron December Showdown
Evening Press Screening 'Offstage Battle'

Yoon Je-kyun (left) and James Cameron. Photo by Yonhap News Agency, Walt Disney Company Korea

[Asia Economy Reporter Lee Isul] This is an unusual event. Walt Disney Company Korea called reporters in the evening to unveil a movie. It was an intriguing case that has been mentioned frequently among film industry insiders recently. This is because the top Korean and American directors, each with 10 million viewers, are set to fiercely compete in theaters this December. James Cameron's "Avatar: The Way of Water" (hereafter "Avatar 2") and Yoon Je-kyun's "Hero" will be released on the 14th and 21st of December, respectively, meeting audiences within a week.

The sequel to "Avatar," which attracted 13.33 million viewers in 2009 and earned $2.92291 billion (3.7772 trillion KRW) worldwide, "Avatar 2" depicts the story of Neytiri (Zoe Saldana) and Jake Sully (Sam Worthington), who have formed a family and continue their lives as they grow. Through the family’s move to the seaside, the natural environment and creatures of the planet Pandora are realized in 3D.

"Hero" is a new work presented after 8 years by "double 10 million" director Yoon Je-kyun, who directed the 10 million viewer films "Haeundae" (2009) and "Ode to My Father" (2014). It is a film adaptation of the musical of the same name. It portrays the unforgettable last year of independence activist Ahn Jung-geun, from the time he prepared for the assassination of Ito Hirobumi in Harbin in October 1909, through his death after receiving a death sentence from the Japanese court.

Both large-scale blockbusters will fiercely compete in theaters this month. Although the film industry was hit hard by the COVID-19 pandemic, the Christmas and winter vacation season is a peak period, so many viewers are expected to visit theaters, raising industry expectations.

The off-screen battle is also heated. "Avatar 2" confirmed its release early this month. Ahead of this, at the 27th Busan International Film Festival last October, an 18-minute footage preview was released, attracting attention. Producer Jon Landau personally visited Busan to meet with reporters and discuss the preparation process and the overall film industry.

It was a massive promotional campaign. "Avatar 2" showcased sand art themed on the movie on the sandy beach near the circular plaza in front of Haeundae Beach, Busan. A large-scale art project consisting of four sides with works measuring 27 meters in length and 4.5 meters in height was installed to allow audiences to enjoy the film in a new way.

"Hero" also headed to Busan. Although it did not hold an official event at the film festival, it invited film reporters covering the area to a media day to encourage interest. Led by director Yoon Je-kyun, lead actors Jung Sung-hwa, Kim Go-eun, Bae Jung-nam, Park Jin-joo, and Lee Hyun-woo visited the site, passionately promoting the film, even surpassing the local media.

Still from the movie 'Avatar: The Way of Water'. Photo by Walt Disney Company Korea

Movie still from 'Hero'. Photo by CJ ENM

Marketing competition intensified as the release approached. On November 22, CJ ENM announced that the press screening for "Hero" would be held at 2 p.m. on December 8. Nine days later, coincidentally, "Avatar 2" held its press screening on the same day, December 8, at 6:30 p.m.

Considering that press screenings usually take place at 2 p.m., the nighttime screening of the over 120-minute-long "Avatar" is interpreted as a direct counter to the "Hero" screening.

Although a tense atmosphere is sensed between the two films, theaters are excited. There is considerable anticipation that this will revitalize the sluggish cinema industry.

A theater official said, "'Avatar 2' is expected to draw many viewers to theaters. Given the tremendous success of the original, interest in the sequel this December is also expected to be significant." He added, "'Hero' is a musical film about Ahn Jung-geun’s assassination and death, showing confidence by presenting the work head-on during a period when many avoid such topics. It is too early to say that the release of these two films will completely revive the cinema industry, but they are expected to attract many viewers by the end of the year."