The Resurgence of Horror: How MZ Generation is Reviving the Genre
A remote reservoir road transforms into a bustling parking lot reminiscent of downtown Gangnam at midnight. On one occasion, 117 vehicles set their navigation apps to 'Salmoji,' the real-life setting of the horror film 'Salmoji,' drawing crowds eager to experience the film's eerie backdrop. Horror, once sidelined in the entertainment industry, is showing signs of revival, driven by the MZ generation's enthusiasm for 'dopamine' and 'experience.'
The Resurgence of Horror: How MZ Generation is Reviving the Genre
The momentum of the film 'Salmoji,' which features water ghosts and reservoir legends, is undeniable. In a quiet April box office, it surpassed expectations, reaching its break-even point of 800,000 viewers within seven days of release, and doubling that to 1.6 million by the morning of the 23rd.
The 'scary' baton passed by 'Salmoji' is expected to be picked up by Netflix's original 'Girigo,' set to release on the 24th of this month. This 'young adult horror' film, featuring new actors, tells the story of high school students struggling to escape the curse of the wish-granting app Girigo.
The Resurgence of Horror: How MZ Generation is Reviving the Genre
Notably, horror is no longer a seasonal affair targeting summer audiences. It is evolving into 'year-round content,' consumed regardless of the season. This shift can be attributed to the MZ generation's dopamine-driven consumption patterns, which favor short, intense stimuli over complex, long-form narratives. Horror films, with their immediate delivery of fear and tension, perfectly align with this generation's tastes, making them a staple beyond seasonal constraints.
For the MZ generation, horror is more than just a viewing experience; it's an interactive adventure. They share and amplify the overwhelming fear, turning it into real-world challenges. Among audiences and influencers, visiting the real 'Salmoji' late at night has become a popular horror experience. The phenomenon of the reservoir road being packed with cars at 3 AM, earning the nickname 'Salmidan-gil,' demonstrates how horror merges with MZ's participatory culture, creating buzz. For them, horror is not just a story on screen but a massive 'horror theme park' to dive into.
The Resurgence of Horror: How MZ Generation is Reviving the Genre
From an industry perspective, the resurgence of horror is welcome news. Unlike tentpole films with budgets in the hundreds of millions, horror can generate high returns with innovative planning and direction, even on a low budget. It serves as an accessible gateway for new directors and actors, while distributors can reduce risks and capture audience interest.
The revival of K-horror suggests a shift in content market dominance towards a generation that prefers immediate, visceral stimuli. The appeal of instant gratification and the shared enjoyment of 'play value' are driving horror back into the mainstream.
While this peculiar trend may be temporary, it's clear that the MZ generation is currently enjoying cold, chilling horror as a 'hot place.'
