The Morning Calm Post

Director Na Hong-jin's new film "Hope" ranked No. 1 in real-time advance ticket reservations one day before its July 15 release. Multiple reports cited reservation rates ranging from the 63% level to the mid-64% range depending on the time of measurement, along with more than 460,000 advance tickets. The differences in figures appear to come from different counting times, while the common point currently confirmed is that "Hope" is drawing strong attention in the pre-release reservation market.

"Hope" is showing a notable trend in advance reservation indicators before its release. According to reports citing the Korean Film Council's integrated ticketing network, "Hope" ranked No. 1 in real-time reservations on the morning of July 14. SBS reported that as of the previous afternoon, the film's reservation rate had exceeded 63% and advance tickets had passed 410,000. JTBC reported that as of 7 a.m. on July 14, the reservation rate stood at 64.3%, with more than 460,000 advance tickets. News1 cited a reservation rate of 64.6% and 468,523 reserved admissions as of 8:30 a.m. the same day.

The slight differences between the figures reported by each outlet come from the nature of real-time reservation data, where counting times vary. Even so, the common point across all reports is that "Hope" led advance reservations one day before release and that advance ticket volume had risen close to 500,000. Some coverage described the film as one of this year's faster-rising releases in terms of reservations, but the actual box office scale will need to be judged after release, together with seat occupancy and audience response.

"Hope" is Na Hong-jin's first new feature film in about 10 years since "The Wailing." Set in Hopohang near the Demilitarized Zone, the film follows characters who face an unexpected reality after an incomprehensible incident occurs in the village. The cast includes Hwang Jung-min, Zo In-sung and Jung Ho-yeon, as well as Michael Fassbender, Alicia Vikander, Taylor Russell and Cameron Britton. The participation of both Korean and international actors drew attention from the production stage, and the film's invitation to the competition section of the 79th Cannes Film Festival has also been cited as a factor increasing interest.

The reservation trend appears to have been influenced not only by expectations for the film itself, but also by reactions after preview screenings. Some reports pointed to the VIP preview held on July 13, pre-release stage greetings, and GV events involving the director and film industry figures. BLACKPINK's Jisoo also posted her support for Jung Ho-yeon and shared her impressions of the film through her personal account. These points are more appropriately understood as surrounding factors that broadened online interest immediately before release, rather than direct explanations of box office performance.

News1 also mentioned the possibility that movie discount coupons distributed by the Ministry of Culture, Sports and Tourism may have affected the reservation market. Discount coupons can encourage audiences to reserve tickets earlier, but it is difficult to explain the performance of a specific film through a single cause. The early indicators for "Hope" can be understood as the combined result of expectations for Na Hong-jin's return, the scale of the cast, the Cannes invitation, pre-release promotion and overall market conditions.

What matters from here is whether the momentum continues after release. Advance reservation rate is an indicator of early interest, but long-term box office performance depends on post-viewing evaluations, word of mouth, competing releases and theater operations. Whether "Hope" can turn the current level of attention into admissions through its opening weekend is expected to become clearer after its July 15 release.