Shrunken 3040s, reminiscing the glorious moments of 'Slam Dunk'

Movie 'The First Slam Dunk' Shows Strong Momentum
Driving Force is the 3040 Generation...A Catalyst That Stimulates Nostalgia
Having Suppressed Cultural Sensitivity Amid Economic Crisis
Offers New Possibility as Comfort "The Moment of Glory is Now"

"Memories are something that cannot be exchanged for anything else. (...) Now, let's revive our precious memories." Soon, the accompaniment began to play. It was the opening song of the animation 'Slam Dunk,' titled 'The Road to You.' As singer Park Sang-min's voice was added, exclamations arose here and there in the audience. It was an expression of the feelings of being stuck in the faintly rising memories?sadness and joy. This was the scene at the 'Crazy For You Screening with Park Sang-min' held on the 12th at Megabox COEX Theater 2 in Seoul. The 432 seats were sold out within two hours by the 30s and 40s generation trying to reminisce about the past. Kim Min-ji, the PR team leader of distributor NEW, said, "We did not announce the ticket opening time in advance, but unusually, the tickets sold out early." The event proceeded with a voluntary 'sing-along' culture (audience singing along). Before Park Sang-min even handed the microphone to the audience, the chorus had already started. "Towards the wind's roar calling me, I throw my body to the sky. I'm here! Embracing the overwhelming passion, I want to shout out. Crazy for you, crazy for you. Slam Dunk!"

The momentum of the movie 'The First Slam Dunk' is remarkable. Since the 9th, it has held the second place at the box office. As of the 15th, the cumulative audience number is 934,846. Breaking the one million mark is a foregone conclusion. This is not a figure to be underestimated. Only six Japanese animation films have surpassed this record. These include 'Your Name (2017, 3,673,885 viewers),' 'Howl's Moving Castle (2004, 3,015,165 viewers),' 'Spirited Away (2002, estimated about 2 million viewers),' 'Demon Slayer: Mugen Train (2021, 2,151,861 viewers),' 'Ponyo on the Cliff by the Sea (2008, 1,521,842 viewers),' and 'The Secret World of Arrietty (2010, 1,083,746 viewers).' It is also reasonable to expect it to reach the number one spot at the box office. Over the past weekend (13th?15th), it attracted 345,170 viewers, trailing the first-place 'Avatar: The Way of Water' (392,185 viewers) by 47,015. The gap during the opening weekend (6th?8th) was 282,674 viewers.

The driving force behind the rising trend is undoubtedly the 30s and 40s generation. According to a CGV survey, between the 4th and 12th, the proportion of viewers in their 30s and 40s who watched 'The First Slam Dunk' was 43.2% and 34.7%, respectively. Unusually, the male proportion (61.9%) was higher than that of females. This demand was anticipated even before the release. They experienced the 'Slam Dunk' manga, animation, and games during their school days in the 1990s. The popularity was explosive. Especially, the manga published in Daewon’s 'Boy's Champ' magazine, along with Seoul Munhwasa’s 'IQ Jump' which led with 'Dragon Ball,' formed a duopoly in the comic magazine market. The original manga has sold over 14.5 million copies to date. Philosopher Min Eon recalled the era in his book 'Twenty Years Later' as follows.

"During the school days of my peers, there was truly a basketball craze. In the educational curriculum of that time, where the physical education teacher just threw the ball and we played on our own, those who couldn't claim the basketball hoop played soccer instead. It was also the only time when the top student and the bottom student in school mingled, their sweaty skin touching under the scorching sun. Nike was leading far ahead of Adidas and Reebok with just the Air Jordan series. Even though we knew we couldn't get into the university we wanted, we cheered so loudly at the university rivalry games... I remember it was every Tuesday. On the publication day of the weekly comic magazine where 'Slam Dunk' was serialized, half the class waited for the night self-study time. On that day, a passionate reader friend would use the evening time to buy that week's story from a bookstore near the school."

For men in their 30s and 40s who emptied their pockets to collect manga, 'The First Slam Dunk' acts as a catalyst that stirs nostalgia. The domestic distributors, who could not miss this, engaged in a silent competition but did not even get a chance to compete. SMG Holdings, which secured the Korean rights, first reached out to NEW. Having worked together on series like 'Detective Butt' and 'One Piece Film Red (2022),' they prioritized the trust built between them. NEW reciprocated by securing 809 screens (2,096 screenings) on the release day. Generally, Japanese animation films, except for works by famous directors like Makoto Shinkai and Hayao Miyazaki, take about 250 screens. 'The First Slam Dunk' easily handles a scale three to four times larger. It recorded a seat occupancy rate of 23.5% last weekend, the highest among films with over 10,000 seats.

Hwang Jae-hyun, CGV's Strategic Support Manager, said, "The interest pouring out from the 30s and 40s generation is expanding to the 10s and 20s generation," adding, "Especially, the proportion of family audiences is increasing." Ryu Sang-heon, NEW's Distribution Strategy Team Leader, stated, "It is significant that men in their 30s and 40s, who have purchasing power but did not visit theaters, were drawn to the cinema," and "I am confident this will be the driving force for long-term success." The reason this cultural potential had not been realized until now was social restraint. Experiencing economic crises such as employment difficulties, they had to suppress the cultural sensitivity accumulated during their youth.

Those born in the 1970s and 1980s are the last generation to benefit from rapid economic growth. They were materially better off than children of any other era. They directly experienced the transitional period when youth-exclusive items like TV, air conditioners, and private rooms became widespread. The opening of Japanese culture, including 'Slam Dunk,' was one of these. It became a refreshing breeze to cool down amid the harsh entrance exam battles. Students at the time pursued the dream of success through studying together with their parents. They had to feel the pressure of both the agony of entrance exam studies and parental expectations simultaneously. This was the result of internalizing values based on the premise of rapid economic growth. There was a belief that once they passed the entrance exams, they could enjoy increasingly sophisticated consumption.

Accidental misses lead only to disappointment, but things believed to be inevitable, when missed, lead to despair. The reality for the 30s and 40s generation is the latter. The situation is harsh enough that it is difficult to buy even one house. Physical strength continues to weaken, and responsibility grows with parents' retirement. They cross or approach their forties with only accumulated frustration. Experiencing the 'employment ice age,' loneliness has also increased. Many live alone and have grown distant from close people. Although they know intellectually that they are falling behind the times, they cannot easily break away from the values ingrained in their bodies.

'The First Slam Dunk' strongly summons the sensitivity of the past hidden beneath despair. It is a story highlighting the dreams, passion, and challenges of the basketball team at Buk San High School. It overcomes the humiliation of being underestimated as a weak team and achieves an inspiring victory. At the center is Song Tae-seop, who did not receive much attention in the manga. Influenced by his older brother Song Jun-seop, who had already stood out on the court, he practices dribbling and shooting. After his brother's actual death, basketball turns into a source of stress. Inside and outside the court, people continuously compare the brothers' skills. Their mother also distances herself from Song Tae-seop, who is passionate about basketball, sensing the shadow of the eldest son.

The point guard position that Song Tae-seop takes on is inherently difficult. There are many things to pay attention to, such as dribbling and the opposing team's defense, but he must also focus on where his teammates are moving and where they will be. If he thinks about what to do after catching the ball, it will be too late. He must clearly foresee who will soon run into the space and who will make a backdoor cut. Vision, that is, the ability to see the future, is necessary. A timid player can never have it. Even if it doesn't work, you have to push forward. Mistakes are not shameful acts. Even the 'Basketball God' Michael Jordan lost the ball in crucial moments. Outstanding guards sometimes record more turnovers than assists.

Song Tae-seop never lets mistakes pass by. He constantly corrects and practices. Thanks to that, he masters dribbling skills that are second to none. He confidently escapes the opponent's tight double teams and leads to scoring. It is a moment everyone has experienced at least once. Even if you fall and collide, you poured your time and passion into what you loved. Time was just covered in dust and forgotten. 'The First Slam Dunk' comforts the discouraged 30s and 40s generation by recalling precious memories. It points to another possibility, saying, "The moment of glory is now." As the lyrics of the theme song 'JeZEROgam (第ゼロ感)' go: "Kick off the hot sand and resist, before the promise. There is no lifeline, on the night of the circus. The journey is still in full swing, I will speed up, even more."