It’s becoming harder to find a “10-million viewer” film in Korea’s theaters.

The year’s most-watched Korean film, “Hitman 2,” has drawn just over 2.54 million moviegoers, a far cry from the box office highs of previous years. Industry insiders are voicing growing concern over what they see as a deepening crisis.

Currently leading the 2025 Korean box office, “Hitman 2” tells the story of Jun, played by Kwon Sang-woo, a once-successful webtoon writer who becomes entangled in a real-life terror attack mimicking his latest series — and ends up wrongly accused.

The film has offered audiences laughs and suspense, but its viewership numbers remain modest. The political drama “Yadang: The Snitch” ranks second with 2.22 million viewers, while the fact-based sports film “The Match” follows in third place.

Bong Joon-ho’s “Mickey 17,” classified as a foreign release, surpassed 3 million admissions, but given its A-list lead, Robert Pattinson, and a reported production budget of $118 million, its box office performance is viewed as underwhelming.

Meanwhile, “Captain America: Brave New World,” released in February, failed to cross the 2 million mark despite high expectations.

Some experts say the absence of blockbuster hits has allowed mid-budget films to breathe.

“Mid-sized projects typically yield lower expected returns than blockbusters. But if these films consistently make decent profits, investments can be more diversified," a film production executive said. The return on 1 billion won ($735,000) invested in a mid-budget film is often better than putting the same amount into a single mega-project."

Noh Cheol-hwan, a professor of theater and film at Inha University, said that the reduction in screen monopolization has resulted in more diverse films being shown. However, he warned that the increase in rereleases signals a worrisome trend.

“Older audiences are returning to theaters for nostalgic films,” he said. “But it’s the youth that expands the market. The aging of the audience is a concern.”

While the shift away from blockbuster dominance has brought some positives, they remain limited.

“The money earned at theaters goes directly back to the people working in the industry — from staff to producers and distributors,” Noh said. “We need nationwide discount campaigns, youth ticket programs and active cooperation among cinemas, distributors and creators to bring audiences back.”

In the long run, the industry still needs major hits. Big-budget successes draw investor attention and help sustain the film ecosystem. Industry insiders hope to see a collaborative push that will bring back the crowds and reinvigorate Korean cinema.

By KTimes