Art films are experiencing an unexpected boost thanks to the Cannes Film Festival. Last year's Palme d'Or and Grand Prix winners, "Anatomy of a Fall" and "Zone of Interest," have surpassed 100,000 viewers. Yoo HyunTaek, CEO of Green Nare Media, which imported "Anatomy of a Fall," stated, "Given that the overall Korean theater market has only recovered about 65%, 100,000 viewers for an art film feels like 150,000 to 200,000 pre-COVID." Even without considering the film's artistic merit, its box office performance has exceeded expectations. While the Cannes competition section is fiercely competitive for imports, Critic's Week and Director's Fortnight are sections where hidden gems can be discovered. Two years ago, "Aftersun," invited to the Critic's Week, nearly reached 50,000 viewers, which Yoo remarked felt like "100,000 viewers for an art film in the past."
These films were not guaranteed hits from the start. "Zone of Interest," a Holocaust-themed film, was feared to be too heavy or difficult for audiences. Lee JiHye, CEO of Challan, which imported "Zone of Interest," shared, "When I saw the film at Cannes last year, I thought it would be challenging to decide on the import due t