가짜 아이돌인데 진짜 팬 생겼다…'와일드 씽' 트라이앵글의 세계관 전략
A video released without much explanation has captured the attention of movie fans. Actor Kang Dong-won dances, Um Tae-goo delivers a rap, and Park Ji-hyun, known for her serious roles, showcases a lively performance of singing and dancing. This is the music video of the fictional co-ed group 'Triangle' from the movie 'Wild Thing'. Initially intended as promotional content, audiences are now deeply immersed in the world of this fictional group.
'Wild Thing' is a comedy film about Hyun-woo (played by Kang Dong-won), the leader of the once-popular group Triangle, who reunites the scattered members for a comeback after 20 years. The film stars Kang Dong-won, Um Tae-goo, Park Ji-hyun, and Oh Jung-se, and is directed by Son Jae-gon, known for 'Villain on the Second Floor' and 'Secret Zoo'.
'Wild Thing' opted for an unconventional promotional strategy by releasing the music video of the group's past activities before the movie trailer. This approach emphasizes the existence of Triangle over the film's plot, drawing audiences into the group's world first. The video quickly spread across social media, surpassing 2 million views in just 8 days, while the member introduction video exceeded 400,000 views in a day.
The actors of 'Wild Thing' effortlessly executed performances that could have felt awkward. Known for their serious images and limited variety show appearances, the actors embraced the distinctive gestures and eye contact of 2000s idols, providing fresh entertainment.
The public responded positively to the actors' transformed appearances. Comments on the music video include, "It feels like they just popped out from that era," "How did they convince these introverted actors to do this?" and "The movie promotion is already a success."
In the film, Triangle debuted in 2001. The music video intentionally replicates early 2000s music video aesthetics with a 4:3 aspect ratio, low resolution, and excessive filters and styling. Audiences are willingly embracing this setup, enjoying Triangle as if it were a real group.
The immersion extends beyond the video. An online encyclopedia page for Triangle has been created, and their title track 'Love is' is available on streaming services. These elements allow audiences to engage with the fictional group as if it were real, moving beyond merely anticipating the film to experiencing its world.
Audiences are no longer just waiting for the film's release. Through short videos, memes, music, and settings, they are engaging with the film before its release. 'Wild Thing' taps into this consumption trend, transforming audiences from passive viewers to active participants, effectively turning them into fans of Triangle before the movie even premieres.
A 'Wild Thing' representative explained the decision to release the music video first, stating, "We wanted to showcase the main concept of a co-ed group more effectively." They also hinted at more immersive events involving idols to expand Triangle's fandom.
The effort to extend the film's world into reality will continue until 'Wild Thing' is released. However, the success of this world-building does not guarantee box office success. The curiosity about the fictional group Triangle must translate into actual theater attendance for 'Wild Thing' to complete its experiment.
By Ejin Park, TenAsia Reporter ejin@tenasia.co.kr