‘Substance’ surpassed 400,000 viewers just two months after its release in December last year. It is noteworthy that an independent foreign art film rated for adults has exceeded 400,000 viewers for the first time in 11 years since the 2014 film 'The Grand Budapest Hotel', which also had an adult rating.
The film 'Substance' (directed by Coralie Fargeat) initially did not receive much attention. After its release on December 11, it fell out of the top 10 in the first week of January. However, it began to rebound from the 9th, re-entering the top 10 on the 13th, and reaching 3rd place on the 17th, marking its highest ranking since its release. On the 1st of the Lunar New Year holiday, which was the 53rd day since its release, it recorded the highest number of viewers during its screening.
Having received the love of 400,000 viewers, 'Substance' remains firmly in the top 5 of the box office, continuing to garner support from audiences. The dream of reaching 500,000 is not out of reach.
How did the adult-rated film 'Substance' manage to capture the hearts of Korean audiences?
‘Substance’ is a nonstop bloody thriller that depicts a fierce battle between myself and a better version of myself. Once a star who won an Academy Award and was inducted into the Walk of Fame, Elizabeth (Demi Moore) is now a host of a TV aerobics show. The film boldly portrays her transformation into the young and beautiful Su (Margaret Qualley) through a substance called 'Substance'.
It offers a sharp satire on the desires of those chasing youth and the gaze that encourages it. To achieve this, it pushes to extremes. The latter part of the film is so bizarre and bloody that it can be considered a 'body horror'. There are scenes that make you want to close your eyes, and the long runtime of 141 minutes may divide opinions.
However, Elizabeth's struggle to remove her makeup and change her clothes to achieve a more perfect and beautiful appearance before a date, or Harvey's insistence that "pretty women must always smile," leaves a strong impression and conveys a meaningful message about self-hatred and the commodification of women.
Of course, Demi Moore's manic performance, which conveys the film's message, cannot be overlooked.
Once labeled a popcorn actress, Demi Moore delivers a groundbreaking performance in 'Substance', enduring extensive makeup that took up to 9 hours and even exposing herself. She gives a flawless performance that makes it impossible to imagine anyone else as Elizabeth.
Moreover, Demi Moore gained attention again when she won her first Golden Globe for Best Actress in January.
After winning an acting award for the first time in 45 years, Demi Moore shared, "30 years ago, a producer told me I was a popcorn actress, and I thought such awards were not for me. I believed I could make movies that earn a lot of money, but I could not be recognized."
She continued, "One day I found a crazy script, and that was 'Substance'. I am really grateful to be able to play such a woman," and added, "When a woman thinks she is not smart enough, not pretty enough, not thin enough, or not successful enough, she can realize her worth if she just lets go of others' judgment." Her acceptance speech resonated with the film's message and received applause.
Demi Moore raised the Best Actress trophy again at the Critics' Choice Awards, signaling a positive outlook for her chances at the Academy Awards next month. With growing interest in Demi Moore, the excitement for 'Substance' continues.
It is also noteworthy that actor So Ji-sub has been consistently importing and introducing overseas independent films. This is because So Ji-sub's investment company, Charnlan, is the one that imported 'Substance'.
Shin Jae-seung, the distribution strategy team leader at NEW, which distributed 'Substance', pointed out that the film's success is due to its bold direction that tackles various themes such as Hollywood show business and feminism, appealing primarily to the target audience of 2030 women, who are the main audience for art films.
He added, "After maintaining its buzz through merchandise screenings and Demi Moore's Golden Globe win, word of mouth ignited, leading a diverse audience from friends and couples to middle-aged viewers to flock to theaters, resulting in a successful rebound. Most importantly, the audience's adventurous spirit in accepting the film's deeper themes and expressions compared to existing adult-rated films has been the driving force behind its long-term success in theaters."
It remains to be seen how far the record of 'Substance', which has captured the hearts of Korean audiences, will continue.
