[Focus] Stars Holding Mics in Theaters... GV Started as Pumasi, Now a Word-of-Mouth Hit

Support for Audience Interaction in 'Nam-ui Yeonghwa'
Evolving into a New Marketing Trend... Expanding into Various Forms

Director Park Chan-wook (from the left), Dr. Oh Eun-young, Director Bong Joon-ho, and actor Jo In-sung at the GV. Provided by Netflix, Lotte Entertainment, Netflix, CJ ENM

A talk with the audience (GV) refers to an event held in a theater after a movie ends, where the director and actors who worked on the film come on stage to talk with the audience. It is a session for sharing impressions and engaging in in-depth Q&A about the work. Sharper questions than those from critics often come from the audience, and sometimes the director receives unexpected feedback. GV started with independent art films and expanded to commercial films. In the past, it was mainly hosted by critics or film experts, but recently the trend has changed. More often, famous actors and directors who are not directly related to the film take the microphone as hosts.

From Top Stars to Masters, 'GV as a Competitive Edge'

Actor Jung Woo-sung hosted the GV for the film Ordinary Family (director Heo Jin-ho) on the 21st of last month. It was a reunion after 15 years with director Heo Jin-ho, with whom he worked on the film Rainy Season (2009), and he supported the event out of loyalty to the production company with which he has a deep connection. As a director and actor who directed The Guardians (2023), he has participated in many GVs such as Revolver and Handsome Guys.

Song Joong-ki is as active as Jung Woo-sung in the film industry, often called a 'GV fairy.' He has participated in GVs for Ordinary Family, Handsome Guys, and Land of Happiness. While it seems he joined due to connections with Lee Sung-min, Yoo Jae-myung, and others, his actions especially show his affection for theatrical films. Jo In-sung participated in the GV for Veteran 2 out of loyalty to director Ryu Seung-wan, and Kang Dong-won supported director Lee Myung-se by attending the GV for The Killers last month, following Alien+Human Part 2 (director Choi Dong-hoon) earlier this year.

Veteran broadcaster Shin Dong-yup also appears in theaters. Shin Dong-yup will participate in the GV for the film Hidden Face (director Kim Dae-woo) on the 23rd. Having been active as a master of '19+ comedy' in various content, he is expected to fit well with this claustrophobic thriller depicting the peak of desire. Shin Dong-yup is supporting the event due to his long-standing relationship with the film's lead actor Song Seung-heon, with whom he worked on the sitcom Three Men and Three Women (1996).

Actor Kang Dong-won attended the movie 'The Killers' GV event. Provided by Studiobill

Masters Park Chan-wook and Bong Joon-ho stepped up last year for junior directors. Director Park attended the GV for Concrete Utopia (director Eom Tae-hwa), and director Bong participated in the GV for Sleep (director Yoo Jae-sun), engaging in deep conversations. Recently, Park attended the theatrical GV for the OTT film Jeon, Ran (director Kim Sang-man), and Bong shared various stories at the GV for Netflix series Hell Season 2.

Experts from various fields are also regular guests at GVs. Audiences focus on the diverse stories from an expert perspective. 'National Doctor' Dr. Oh Eun-young held a 'counseling center' for the audience at the GV for Today's Family last month, comforting the audience's hearts. Psychology expert Professor Park Ji-sun attended the GV for Gladiator 2 on the 15th of this month, and pediatric and adolescent psychiatrist Dr. Oh Dong-hoon participated in the GV for the film Youth Diary on the 5th.

'Let's Save Korean Cinema' Cooperative Efforts → New Marketing Trend

Commercial film GVs have become more active since the pandemic. After the COVID-19 pandemic caused a slump in the film industry, filmmakers engaged in GV 'cooperative efforts' to revive theaters. It was started to raise public interest in theaters, which had declined. Directors Kim Sung-soo and Kim Han-min alternated hosting GVs for competing films Noryang: Sea of Death and Spring in Seoul, which were released within a month last year, promoting mutual growth in Korean cinema. Directors Han Joon-hee, Ryu Seung-wan, and others supported by participating in GVs for other films, and Lee Jung-jae also took on the director title and participated in GVs.

Director Heo Jin-ho and actor Jung Woo-sung attending the GV of the movie 'Ordinary Family'. Provided by Lotte Entertainment.

This image is not directly related to the article content. Broadcaster Shin Dong-yeop (left) and actor Song Seung-heon appeared in 'SNL Korea Season 3'. Provided by Coupang Play.

Director Heo Jin-ho, who recently finished the GV for Ordinary Family, said, "To attend a GV, you have to watch the film at least twice. To ask questions about the film, you need to understand the work, and that requires physical time. Jung Woo-sung, who participated in the GV for Ordinary Family, watched the film once at the VIP screening and watched it again to host the GV. It is only possible with affection for the film, and many filmmakers are participating with good intentions."

GVs have now moved beyond one-time events to become a new promotional trend.

Choi Hee-jun, head of the PR and marketing team at NEW, preparing for the release of Hidden Face, said, "It is attractive because the audience who watched the film and the production team can communicate directly and generate word-of-mouth effects." He added, "Recently, GVs tend to select people who have special connections with the production team and actors beyond the film's theme. We are planning various types of meetings with unusual combinations of actors and directors, as well as people outside the film industry, such as those from the music industry, psychoanalysis experts, and cultural critics."