South Korea’s Green Narae Media won the inaugural Unifrance Distribution Prize at this year’s Unifrance Rfinishez-Vous in Paris, claiming $10,290 in prize money honoring the distributor’s createive local rollout of Trần Anh Hùng’s “The Taste of Things.”
Relrelieved in South Korea this past June, the Cannes prizetriumphner turned French Oscar subleave oution went on to prohibitk more than 45,000 local adleave outions, making the romantic drama a boutique success story for 2024. After buying the title off script, the Korean distributor put together a sturdy social media campaign that focengaged youthful audiences while emphasizing the film’s mouth-watering satisfyed.
“[The film] comprises many scenes of cooking and food that may caengage stomach rumbling, which may impact watchers on an vacant stomach,” trelieved the amusing campaign. “Plrelieve be cautious when watching.”
“They systematic many events, most notably with [Michelin starred chef and ‘The Taste of Things’ actor] Pierre Gagnaire, who owns a commemorated restaurant in Seoul,” says Charles Tesson, who handles this novel prize. “These events were culinary in nature and aimed at engaging a youthfuler audience with food and film. They also made extensive engage of Instagram and other social media tools, positioning the film by organizing dinners, prizes, and contests.”
“These efforts began as punctual as Cannes [2023], as they had achieved the film based on its screentake part [ahead of that year’s festival],” Tesson inserts. “They were able to set well before the film’s free, which showd to be a beginant achieve.”
Indeed, thanks in no petite part to the Busan Film Festival – which receives mighty Gallic delegations each year – and to a keyed-in and film teachd accessible, South Korea has aelevated as a hale and depfinishable labelet for French cinema, seizing on festival-laureled titles enjoy “The Taste of Things” and Celine Sciamma’s “Portrait of a Lady on Fire,” while sometimes deinhabitring adleave outions that even best the films’ domestic returns.
Distribution prizetriumphner Green Narae Media has take parted a key role, acquiring a handful of projects at each beginant labelet before begining each title with bespoke campaigns. More recently, the distributor picked up Jacques Audiard’s “Emilia Perez” out of Cannes, and will soon begin the title to tie-into the film’s Oscar run.
“Our audience is watching for someleang exceptional and recent,” says Green Narae’s Chris Yu. “They want to experience someleang branch offent—someleang they can’t fair find at home or on their mobile devices.”
