▲ From left: A poster for film "Civil War: Age of Division," and tickets for "The Fall: Director’s Cut," (C) and "Lust, Caution," provided by Mindmark & The Coop Distribution, Atnodd, and NK Contents, respectively. (PHOTO NOT FOR SALE) (Yonhap)

 

SEOUL, Jan. 16 (Yonhap) -- Marketing strategies involving movie merchandise, or "goods," are becoming increasingly diverse to attract audiences back to theaters. From traditional posters and tickets to unique items like towels commemorating award wins, the variety is expanding.

 

According to the film industry, a special screening of Substance will take place on Thursday at CGV Yongsan I'Park Mall. This event celebrates lead actress Demi Moore's Golden Globe win. 

 

After the screening, attendees will receive a towel embroidered in the trophy's signature yellow with the text: "Demi Moore Golden Globe Best Actress Award Winner 2025.01.05." Distributor Chanran announced the event on social media, humorously stating, "Because it’s only natural to commemorate celebrations on a towel."

 

▲ This photo, provided by film distributor Challan, shows commemorative towel for Demi Moore's award in film "Substance." (PHOTO NOT FOR SALE) (Yonhap)

 

The anime Dead Dead Demon’s Dededede Destruction: Part 1 (hereafter Dededede) hosted two screenings earlier this month, offering the original manga volumes as gifts. Recently re-released anime The First Slam Dunk distributed reusable bags to early attendees at select theaters. These goods have successfully drawn audiences into theaters.

 

Special screenings offering memorabilia, termed "Digging Time," often attract significantly larger audiences compared to regular showings. The term "digging" reflects a passionate focus, akin to the concept of "fangirling/fanboying." For instance, as of the day before the screening, the Substance special event was nearly sold out, while over 100 seats remained for the same film’s regular screening the following day. This demonstrates how collectible goods can entice fans to the theater.

 

This trend aligns with the modern practice of sharing photos rather than written reviews, making merchandise an effective tool for word-of-mouth marketing. A distributor representative noted, "In the past, viewers would write reviews after screenings. Now, they often post photos. People want tangible keepsakes, not just tickets."

 

▲ This Yonhap file photo shows a local cinema in Seoul. (Yonhap)

 

As a result, offering goods has become essential in marketing new films. Recent examples include Showing Up, which held screenings with badge giveaways, while Super Sonic 3 and Real Pain distributed posters at specific theaters. Postcards were handed out on a first-come, first-served basis for Small Things Like These and Civil War: Age of Division.

Re-released films also frequently offer merchandise. Lust, Caution provided posters featuring lead actress Tang Wei, while The Fall: Director’s Cut gave away exclusive posters.

 

A multiplex representative remarked, "For re-releases, audiences might hesitate to visit theaters. However, offering goods increases their likelihood of attending and enhances the viewing experience."

[ⓒ K-VIBE. 무단전재-재배포 금지]