Neighbors (이웃사람, Yiwootsaram) 2012

Recently, the prevalence of ensemble casts in Korean cinema has been on the rise. It could mean a few things. For one, it’s a sign of a healthy industry with a large production slate and a wide pool of talent. Secondly, it could also be a result of the dwindling fortunes of star-driven features at the box office. Studios may feel safer investing in a film with an array of stars capable of drawing in multiple demographics, especially when reliable properties such as Song Kang-ho (Howling, 2012) and So Ji-sub (Always, 2011) are no longer capable of securing a film a profit.

Last month, The Thieves showed how powerful an impact a well-assembled cast can make on the box office. It is currently the second highest-grossing Korean film of all time and may well ascend to first place (as of this writing held by 2006’s The Host) within the next few weeks. While it had many selling points, first and foremost was its glitzy performers. What then is the appeal of an ensemble cast? From a marketing standpoint it means that a potential viewer is far more likely to see someone that he or she likes in a longer list of stars but perhaps even more enticing is the appeal of the interaction between high-profile cast members who often sport defined on-screen personas.

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