[Gangnam Perspective] Lessons from the Box Office Failure of ‘Run to the West’

The box office failure of 'Run to the West,' Korea’s first full-length Artificial Intelligence (AI) film, raises a clear issue. The problem does not lie in the AI technology itself, but in how that technology is utilized.
'Run to the West' starkly exposed the side effects of rushing AI technology into commercial use. Audiences commented that the AI-generated Twelve Zodiac Guardians and Netherworld Emissaries looked like clips from YouTube Shorts. As a result, the film drew fewer than 10,000 viewers in its opening week.
Internationally, AI has already become an essential tool in filmmaking. 'Everything Everywhere All at Once,' which won seven awards at the 2023 Academy Awards (Oscars), was completed by a five-person visual effects team who skillfully leveraged AI tools. The film 'Here,' released this year and starring Tom Hanks, who appears as both a 67-year-old and a 19-year-old, dramatically reduced costs and time through Metaphysic’s real-time de-aging technology. Tasks that previously took months in post-production can now be handled instantly, allowing directors to check results on set in real time.
The greatest advantage of AI is its ability to dramatically lower the barriers to creative production. It enables filmmakers to depict otherwise impossible locations—outer space, the deep sea, volcanoes—pushing the boundaries of imagination, especially in science fiction and fantasy genres.
AI also offers significant cost-saving potential. If core acting is performed by human actors while visual effects are handled by AI, some estimate that production costs could be reduced by 30 to 50 percent. In fact, Staircase Studio AI announced plans to produce 30 films over four years, each with a budget under $500,000—just one percent of a typical Hollywood blockbuster’s budget. Beyond production, AI is also being used in scriptwriting. 'The Last Screenwriter' is the first film to credit ChatGPT as a screenwriter.
But can AI fully replace human actors? James Cameron, director of 'Avatar: Fire and Ash,' which premiered on the 17th, offered a balanced answer. He stated, "What audiences see on screen is ultimately a human, and actors are central to storytelling," emphasizing, "Not a single second of generative AI was used in Avatar." No matter how advanced the technology becomes, the emotional depth and performance of human actors remain at the heart of cinema.
However, Cameron did not reject AI outright. He acknowledged, "While VFX costs have soared, theater revenues have dropped by 30 percent, making fantasy and sci-fi films potentially unsustainable," and expressed a positive view of using AI as a cost-saving tool.
The key is to view AI not as a replacement, but as a collaborative tool. AI cannot act in place of actors or interpret life as a director does. It simply expands the range of tools available to creators.
Let’s recall why Korean cinema has been able to compete on the global stage. From 'Parasite' to 'Minari,' it was not flashy CGI or technology, but empathy and rich storytelling that touched audiences’ hearts. The 'human insight' at the core of truly moving stories still belongs to human creators.
The Korean film industry is also actively embracing AI technology. However, it must learn from the failure of 'Run to the West.' The focus should be on cinematic quality rather than technological experimentation, and on storytelling rather than showcasing technology. In genres like melodrama and drama, which deal with subtle human emotions, the nuanced performances of human actors remain especially important.
Ultimately, what audiences seek is a human story that resonates with their own emotions. The challenge is to achieve a balanced blend of technological innovation offered by AI and the artistic insight of human creators. When this balance is achieved, Korean cinema will be able to move global audiences even more deeply.
pompom@fnnews.com Reporter