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Korean films did better than expected in July 2012. It was only expected that A-list Hollywood blockbusters such as The Amazing Spiderman, which opened at the end of June, followed by The Dark Knight Rises, would dominate the market. But expectations were turned upside down with the success of Deranged and The Thieves. Deranged drew 4.44 million for the month, surprising even audiences, and The Thieves broke the 2012 record set by The Dark Knight Rises within minutes.
     

The total number of admissions was above 20 million, the best monthly figure so far this year. A total of 20,955,320 people went to the movie theaters to see films in July. The figure is also the best July of the past few years. Only August of 2007, August of 2009 and again August of 2011 saw admission numbers go above the 20 million mark. August has traditionally been the best month for admissions but even before the hot month, theaters were already bustling in 2012. That’s an increase of 14.3% compared to the same period last year. Korean films drew 10,039,301 of these moviegoers, taking 47.9% of the market. The increase in the number of people going to see Korean films helped to increase the overall market size, analysts say. The market share for non-Korean films went down by 11.8% compared to the same period last year. CJ Entertainment, which was the number one distributor for the first half of the year, continued to stay in the top spot in July as well. Thanks to their films Deranged and Detective Conan Movie 16:The Eleventh Striker, the company grabbed 24.9% of the market. The second place went to Warner Bros. Korea, distributors of The Dark Knight Rises, who took 22 percent share of the Korean film market. Showbox/Mediaplex was number three with The Thieves, which took in 3.85 million moviegoers during its first five days of release. The most popular film of July 2012 was The Dark Knight Rises, which opened on 19th July. Only one weekend day after its release nearly 700,000 people saw it, and by the end of July its total admissions rose to 4.59 million. The Thieves, which opened the following week, broke the Hollywood blockbuster’s stronghold, rising to the number one spot the following weekend and ranking number three on the overall popularity chart for July.