On March 14, the film adaptation of cartoon “Cheese in the Trap” premiered. The movie kicked off to a good start by placing third place in the number of audience. However, the movie soon created a controversy when it decided to screen only in CGV theaters.

Many associations from the film industry, such as Film Importers and Distributors Association, Korean Art Cinema Association, and Korean Independent Film Association, raised opposition to this news. They worried that releasing “Cheese in the Trap” at a single movie theater would “intensify the monopoly of big corporations in the film screening market.”

The irony is that the distribution company of “Cheese in the Trap,” Little Big Pictures, was created to put a stop to this phenomenon. In 2013, the Korean Film Producers Association and other companies created Little Big Pictures to break the unfair practices of large corporations.

In response, Little Big Pictures said, “we are sorry and full of regret to cause concerns to the film industry. We did not discuss enough with the film industry in advance, causing a big controversy. However, it was the best decision we could make as a small-sized business. It is at least in the market where hundreds of movies pour out each year.

In addition, Little Bic Pictures said, “the movie “Cheese in the Trap” was made only with investment from the production company. No large corporations such as CJ or Lotte participate in either investment or distribution.”

As they continued, “we coexist with the production company. Both parts decided that we needed a low-budget marketing strategy, and thought releasing at a single theater would be perfect.”

They concluded, “we are opposed to large corporations using their power to expand the monopoly in the film industry. From now on, we will develop diverse distribution methods and utilize the ecosystem of film industry more efficiently and effectively.”

The movie ‘Cheese in the Trap,’ starring Park Hae-jin and Oh Yeon-Seo, premiered on March 14.

Original Article (1), (2), (3)
Translated by Dasol Kim

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