Short-form video and meme culture are becoming central to Korean film marketing, with studios increasingly using social-media challenges and cast-driven clips instead of relying only on reviews, trailers and conventional advertising.
Recent campaigns have put actors into comedy sketches, dance trends and other formats designed to spread quickly through feeds. The cast of "Tazza: The Song of Beelzebub," for example, attracted attention with short videos that emphasized the actors' off-screen personalities rather than simply repeating scenes from the film.
Attention moves faster than ticket demand
The advantage is speed. A successful clip can generate awareness within hours and encourage users to remix or imitate it, giving a movie exposure that traditional advertising would struggle to reproduce organically.
The weakness is just as clear: views are not the same as ticket purchases. Short-form attention can disappear quickly, and people who enjoy a meme may never develop enough interest in the underlying film to visit a cinema.
That gap is becoming a key question for marketers. Viral campaigns can make a title visible, but box-office performance still depends on whether online attention survives long enough to become actual viewing demand.