Spider-Man 4 stalls in Korea after 100,000 fans book seats

Ticket sales halted after 100,000 bookings

Ticket sales for the Hollywood blockbuster 'Spider-Man: Brand New Day' (hereafter 'Spider-Man 4'), scheduled for release on July 29, have been temporarily suspended. While distributor Sony Pictures began taking reservations through major domestic multiplexes on July 8, the Korean Film Council (KOFIC) stepped in to halt the process, citing that the age rating deliberation has not yet been completed.

The core of the issue lies in the fact that ticket sales proceeded before the Korea Media Rating Board (KMRB) had finalized its review. Sony Pictures had requested reservations based on the expectation of a '12+' rating, following the precedent of previous installments, but KOFIC determined this was a procedural violation that could potentially violate the Act on Fair Labeling and Advertising. Consequently, KOFIC requested all theaters to stop ticket sales on the 10th.

Approximately 100,000 spectators had purchased tickets before the suspension. As of 9:00 AM on the 10th, the number of bookings stood at approximately 99,000, with the film ranking among the top in real-time reservation rates. Considering the contractual relationship with the audience, KOFIC has decided not to force any cancellations for tickets already sold. While those who have already booked can use their existing tickets, no further reservations can be made until the age rating deliberation is complete.

Controversy over market preemption strategy to match discount voucher schedule

Analysis suggests that Sony Pictures attempted to preempt the market by targeting the government's '6,000 won movie discount voucher' distribution schedule. The 8th, when reservations began, coincided with the day the Ministry of Culture, Sports and Tourism and KOFIC started distributing the second round of discount vouchers. This has led to criticism that the studio opened reservations without waiting for the rating deliberation simply to secure customers looking to use the first-come, first-served vouchers.

The theater market is bracing for intense competition this summer. Director Na Hong-jin's 'Hope' has begun taking reservations ahead of its July 15 release, and director Christopher Nolan's 'The Odyssey' also moved to preempt the market by proceeding with reservations after completing its rating deliberation. Some point out that a major foreign distributor prioritized market dominance over proper procedure, shaking the order of the domestic film market.

Peter Parker's struggle continues as actors' relationship draws attention

'Spider-Man: Brand New Day' follows the story after the previous film, 'Spider-Man: No Way Home.' It depicts the events that unfold when Peter Parker (played by Tom Holland), who has been erased from everyone's memory due to the side effects of magic, encounters the one person who still remembers him.

Powerful villains such as Scorpion, Tombstone, Boomerang, and Tarantula appear in this installment, with a mysterious enemy that controls human consciousness putting intense pressure on Peter Parker. Director Destin Daniel Cretton explained, "Spider-Man will face an unknown enemy that can only be sensed through instinct."

The relationship between lead actors Tom Holland and Zendaya is also a hot topic. In a recent interview, Holland indirectly acknowledged their relationship, referring to Zendaya as his "best friend and someone I am happiest with."

Sony Pictures is currently awaiting the final deliberation results from the Korea Media Rating Board, with the results expected as early as the 14th.