Will the rebellion extend to Korea? Released on May 28, <Cynus: The Sinners> made waves when it premiered in North America in April. Despite being an R-rated (restricted to adults) horror film, it claimed the top spot immediately after its release and held onto it for two weeks. Its success was particularly notable in theatres dominated by <The Minecraft Movie>. By the ninth day of its release, <Cynus: The Sinners> had grossed $100 million, matching its production budget, and by the 23rd day, it surpassed the break-even point of $200 million. Now, <Cynus: The Sinners> is set to meet Korean audiences on May 28. What exactly drew North American audiences to theatres for <Cynus: The Sinners>? For those contemplating whether to watch it, here are the key points highlighted by North American media about this film.
0. The Basic Premise is 'A Good Film'
Before diving into various analyses, the most important premise is that <Cynus: The Sinners> is a film worth talking about. It received an A grade on the recently trusted metric 'CinemaScore' based on actual audience ratings (the first horror film to do so in 35 years), and it was also recognised critically with a 97% score on Rotten Tomatoes and 86 points on Metacritic. In short, it is a film that is likely to generate buzz, and that buzz is its greatest driving force. Compared to the previous release, <The Minecraft Movie>, which achieved massive success due to its fanbase despite critical panning, it is easier to grasp the potential of this film.
The Advantage of Being an Original Film
These days, it is hard to find films without an original source. Of course, adaptations, live-action films, remakes, and reboots are excellent strategies for creating 'marketable products'. The problem arises as the gap between these adaptations shortens, and even universes are formed based on these films. Repeated reproduction can bore audiences. The forced influx of audiences through universe-building can also exhaust fans. In this regard, the BBC identified one of the success factors of <Cynus: The Sinners> as being an 'original film'. In an article dated April 29, BBC journalist Nicholas Barber explained that because it is not based on existing intellectual property (IP), audiences cannot predict how it will unfold, providing a joy that is hard to find in today's film industry. In fact, most films released nowadays have original sources, so the focus tends to be on how well the film reflects and utilises those elements. <Cynus: The Sinners> is an original work without a source, allowing audiences to enjoy it solely for its content, and the excitement of a new story attracted viewers.
Marketing Utilising IMAX
‘Deadline’ focused on the marketing aspects of <Cynus: The Sinners>. As mentioned earlier, the freshness of the original work and the enjoyment of the film itself led to 'word of mouth', and it was noted that marketing through IMAX was also effective. Deadline explained that <Cynus: The Sinners> is the first IMAX film shot after <Oppenheimer>, and the production team emphasised this point. Considering that this film belongs to the 'Black Film' genre, inviting trendsetters of Black culture such as LeBron James, The Weeknd, Snoop Dogg, and Jay-Z to the IMAX screening was effective in capturing public interest. Additionally, despite being a somewhat niche genre of 'R-rated horror film', Warner Brothers conducted marketing suitable for a major film, similar to the recently released <The Minecraft Movie>, which contributed to the rapid spread of word of mouth among the target audience.
A Solid Combination, Ryan Coogler - Michael B. Jordan
‘Slash Film’ analysed that the trustworthiness of the duo, director Ryan Coogler and lead actor Michael B. Jordan, also contributed to the film's success. Coogler and Jordan made their feature film debuts with <Fruitvale Station>, which depicts the real-life incident of a young man who died due to excessive force. They have since collaborated on two projects. Starting with the spin-off of the <Rocky> series, <Creed>, and their representative and highest-grossing work, <Black Panther>. Both films not only showcased their respective talents but also successfully proved the strength and commercial potential of Black films. Therefore, their reunion was likely to be significant news for the public interested in films. Moreover, the creative elements such as the idea that does not rely on other franchises, Michael B. Jordan's dual role performance, and a vampire film set in the 1930s likely heightened expectations for their collaboration.
Capturing the Essence of Black Music
The University of Virginia also analysed the reasons behind the success of <Cynus: The Sinners>. Robin Coleman, a media studies professor at the University of Virginia, pointed out that this film is not just a simple vampire movie but captures the landscape of Mississippi in the 1930s, calling it “a film worthy of interdisciplinary study.” In particular, the University of Virginia highlighted the film's setting in the Mississippi Delta, which is the birthplace of the blues. A.D. Carson, a rapper and associate professor at the university, stated that <Cynus: The Sinners> “shows the powerful role of music even in the most turbulent times,” while Coleman explained that the dance hall scene in the film “shows the past, present, and future of Black music.” In fact, the film's music was composed by Ludwig Göransson, who was also involved in the planning, and legendary blues guitarist Buddy Guy appeared to enhance the musical depiction in the film. With 19 original scores and 22 inserted songs, it boasts a volume almost comparable to a musical film.
