An unexpected box office phenomenon has emerged as the R-rated (19+) Hollywood film The Substance climbed to No. 4 after 36 days in theaters, defying all odds.
Starring Demi Moore, who recently won the Golden Globe for Best Actress in a Musical or Comedy for her role, The Substance has steadily gained momentum since its modest release. According to the Korean Film Council’s box office report on January 15, the film attracted 6,122 viewers in a single day, leaping from ninth to fourth place on the charts.
A Gradual Rise to Success
Initially released on December 11 with limited screenings (66,000 seats nationwide), The Substance struggled to find its audience. By its fourth week, its seat allocation had dropped to 16,000, but word-of-mouth and critical acclaim sparked a resurgence. Theaters gradually increased showings to 20,000 seats in its fifth week, and by January 15, the number had surged to 52,000. This expansion allowed the film to draw a cumulative audience of over 200,000 viewers, a rare feat for an independent, arthouse film.
According to distributor NEW, this level of nationwide expansion for a film in its sixth week is unprecedented in recent years, with comparable cases like Jiseul (2013) and Old Partner (2009).
Bold Content and a Feminist Perspective
The Substance belongs to the body-horror genre, featuring graphic depictions of physical transformation, intense violence, and explicit scenes. Despite polarizing opinions, the film resonated strongly with women in their 20s and 30s. It portrays the journey of Elizabeth (Demi Moore), whose identity and autonomy are shattered by a patriarchal gaze. Moore’s layered and emotionally charged performance struck a chord with audiences, earning widespread praise.
Awards Season and a Golden Globe Boost
The film’s resurgence is partly credited to Demi Moore’s recent Golden Globe win. During the 82nd Golden Globe Awards on January 6, Moore accepted her Best Actress award with an emotional speech, saying, “The universe keeps telling me, ‘You’re not done yet.’ This role reminded me why I fell in love with acting.” Her heartfelt words went viral, inspiring a surge of interest in The Substance.
The film’s artistic merit had already been acknowledged at the Cannes Film Festival, where it won the Best Screenplay award, and at the Toronto International Film Festival, where it received the Midnight Madness People’s Choice Award. Now, anticipation is building as fans wonder whether Moore can follow up her Golden Globe win with an Academy Award.
A Testament to Word-of-Mouth Power
The Substance stands as a testament to the power of word-of-mouth and critical acclaim in elevating a film from obscurity to success. Its unconventional narrative and bold themes have captured the imagination of audiences worldwide.
With its steady rise in popularity and the awards season in full swing, The Substance continues to rewrite its box office narrative, proving that it’s never too late for a second act.