Conflicting Views on the Controversial Theatrical Release of 'Chiaksan'

Injunction to Ban Screening Dismissed, Release on 13th
Real-time Reservation Rate 0.8%... How Will Audience Reviews Be?

The horror movie 'Chiaksan' has put up its sign at theaters amid controversy. After a legal battle with Wonju City, which claimed damage to the region's image, the film is finally meeting audiences. What kind of reaction will the movie, which depicts a fictional urban legend about dismembered corpses found in Chiaksan 40 years ago, receive on screen?

'Chiaksan' was embroiled in noise marketing suspicions before its release. Noise marketing refers to a marketing strategy that attracts attention by stirring up controversy or issues to promote a film. The initial controversy arose from director Kim Seon-ung, who directed the movie, leading to related suspicions.

Director Kim Seon-woong (from the left), actors Yoon Kyun-sang, Kim Ye-won, Yeon Je-wook, and Bae Green attending the 'Chiaksan' preview screening
[Photo by Yonhap News]

On the 21st of last month, director Kim Seon-ung posted a poster depicting a dismembered corpse on his social media account, sparking controversy. The image clearly looked like a movie poster. Online reactions described the image as disgusting and shocking.

As criticism grew that the image posted online was inappropriate, director Kim explained that it was an unofficial poster and "concept art posted for personal use." However, this explanation was largely met with skepticism. Some voiced complaints that the director posted provocative images to promote the film. At the press screening, director Kim said, "If it caused disgust, I sincerely apologize."

The movie 'Chiaksan' tells the story of ten dismembered corpses found in Chiaksan in 1980, which led to a secret investigation. It is a horror film depicting strange events experienced by members of a mountain biking club visiting Chiaksan.

Wonju City in Gangwon Province, where 'Chiaksan' is located, officially requested the film to change its title. Although the movie is based on an urban legend, the city argued that the legend was fictional. They expressed concerns about damage to the region's image. Civic groups such as the Wonju Veterans Association also demanded the screening be stopped, saying, "It mocks citizens with false information."

The production company of 'Chiaksan' rebutted that changing the title was difficult. They asked viewers to see it as cinematic fiction and stated they would insert related disclaimers into the film. Later, when Wonju City officials visited the press screening held in Seoul and held a press conference demanding the issue be addressed again, the film side said, "The title can be changed."

Ultimately, the parties headed to court. On the 8th, the Civil Division 50 of the Seoul Central District Court (Chief Judge Park Beom-seok) held a hearing on an injunction to ban the screening filed by Wonju City and the Jogye Order of Korean Buddhism's Guryongsa Temple against the film production company Doho Entertainment.

Director Kim Seon-ung [Photo by Yonhap News]

In court, the film side denied claims that they benefited from noise marketing, stating, "Various preview screenings were canceled, so promotion of the content has not been carried out, and we are waiting for the screening."

On the 12th, the Civil Division 50 of the Seoul Central District Court (Chief Judge Park Beom-seok) dismissed the injunction request filed by Wonju City and the Jogye Order's Guryongsa Temple, which argued that "the image of Chiaksan and the city could be damaged," against the film production company Doho Entertainment.

The court ruled, "It cannot be predicted that the reputation of Chiaksan will be damaged or that viewers will have a negative impression of Chiaksan simply because the film, which contains clearly fictional content, features Chiaksan as its setting."

It also stated, "It is difficult to see that there is a clear risk of serious and significant damage to the personality rights or property rights of Wonju City or its citizens."

Chiaksan stills
[Photo by Doho Entertainment]

Despite the controversy, 'Chiaksan' met audiences as scheduled. While it succeeded in making its title known before release, the scariest thing is the audience. It remains to be seen how the film will be evaluated as a movie in theaters and whether it will succeed in attracting many viewers.

According to the Korea Film Council's integrated ticketing system on the morning of the release date, the 13th, 'Chiaksan' recorded a real-time reservation rate of 0.8% and 1,579 reserved viewers.