A 'Crazy Comeback': How the R-rated Film Surpassed 400K Viewers—Thanks to So Ji-sub

Demi Moore's latest film, The Substance, has defied expectations by surpassing 400,000 viewers just two months after its release, despite its restrictive “Rated-R” rating. As of February 6, the Korean Film Council reported a cumulative audience of 401,972. This marks the highest box office success for a foreign independent art film with a Rated-R rating in Korea since The Grand Budapest Hotel in 2014.

What’s more surprising is the film’s late surge. When it first premiered on December 11 last year, The Substance initially failed to make the top 10. However, starting January 9, the film began its meteoric rise, re-entering the top 10 by January 13 and climbing to 3rd place by January 17. During the Lunar New Year holidays on February 1—its 53rd day of screening—it saw its highest single-day audience turnout. Although it only accounted for 2.1% of available seats, its seat occupancy rate soared to 28%, reflecting strong interest.

The film’s success is particularly noteworthy given its niche genre and mature themes. The Substance is classified as “body horror,” depicting the grotesque transformation of its protagonist after taking a mysterious drug that promises youth and beauty. The film's graphic scenes earned it a restrictive rating, but paradoxically, those same elements resonated strongly with female viewers in their 20s and 30s. Analysts attribute this “reverse success” to the film’s message of rejecting appearance-based standards and ageism.

Film critic Yang Kyung-mi explained, “Both men and women wish to stay youthful and vibrant, but women tend to experience a deeper sense of loss as they age. The title The Substance, which highlights the importance of inner value, has struck a chord with today’s female audience.”

One standout scene showing the protagonist hurriedly applying red lipstick to look presentable, only to angrily wipe it off, went viral on social media. Comedian Kang Yu-mi’s parody video gained over 440,000 views, and scenes referencing classics like The Shining and Black Swan sparked lively discussions among film enthusiasts.

Directed by Coralie Fargeat, who won Best Screenplay at the 2024 Cannes Film Festival, The Substance tells the story of Elizabeth, a 50-year-old woman fired from her TV aerobics job for no longer being “young and sexy.” After taking the drug “Substance,” she transforms into the stunning Su, but the change unleashes horrifying consequences.

Demi Moore, who delivered a raw and fearless performance—including full nudity—won her first-ever Golden Globe for Best Actress in a Musical or Comedy during the 82nd Golden Globe Awards on January 6, marking a major milestone in her 45-year acting career.

The film is also making waves in awards season, with nominations in five categories at the 97th Academy Awards: Best Picture, Best Director, Best Actress, Best Screenplay, and Best Makeup. During her Golden Globe acceptance speech, Moore expressed her gratitude, saying, “One day, I stumbled upon this crazy script, and it was The Substance. I’m grateful I got to bring this character to life.”

The film’s success is a testament to the keen eye of distributor ChallanFilm and investor So Ji-sub. Known for supporting independent films such as Midsommar, and Madame Proust’s Secret Garden, So Ji-sub has financed over 30 independent projects, earning the nickname “Dae Ji-sub” (The Great Ji-sub) among film enthusiasts. Despite often facing financial losses, So explained, “I do this because there are so many good films that deserve to be introduced to audiences.”

ChallanFilm shared, “This film stood out for its clear message, superb acting, and excellent direction. Finding a movie this good is rare, and that heavily influenced our decision to bring it to Korean audiences.” Originally screened in 171 theaters, the film has now expanded to over 300 screens and remains in the top 5 of the box office even in its ninth week. On February 3, its 55th day of release, it climbed from 5th to 4th place with 6,296 viewers that day. Industry experts predict that it could surpass 500,000 cumulative viewers if the current momentum continues.

As of February 6, The Substance ranked 5th at the box office, with a daily revenue of 49.8 million KRW—up 4% from the previous day—and 5,217 new daily viewers. The film officially crossed the 400,000 mark, solidifying its unexpected success.