The Way Home a hit in Argentina
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Lee Jeong-hyang's drama The Way Home, which became the second-highest grossing Korean film in the U.S. last year, is turning in a strong box-office performance in Argentina.
Although South America has generally been one of the weakest markets overall for Korean cinema, The Way Home opened at #6 despite playing on only 9 screens (other films in the top ten played on up to 45 screens). It was by far the highest screen average of the week, leading the distributor to add 4 more theaters in its second week.
A strong marketing plan by independent distributor Eurocine, together with a gala preview show organized by the Korean embassy in Argentina, is being credited with the success of the film.
The Way Home tells the story of a 7-year Oldboy who is dropped off to live with his mute grandmother in a remote country village. It was a #1 smash hit in Korea in spring 2002, with over $20m earned at the box-office.
Although South America has generally been one of the weakest markets overall for Korean cinema, The Way Home opened at #6 despite playing on only 9 screens (other films in the top ten played on up to 45 screens). It was by far the highest screen average of the week, leading the distributor to add 4 more theaters in its second week.
A strong marketing plan by independent distributor Eurocine, together with a gala preview show organized by the Korean embassy in Argentina, is being credited with the success of the film.
The Way Home tells the story of a 7-year Oldboy who is dropped off to live with his mute grandmother in a remote country village. It was a #1 smash hit in Korea in spring 2002, with over $20m earned at the box-office.
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