'Elemental' attracts 2.4 million moviegoers in Korea, despite lukewarm reception overseas

Main poster for ″Elemental″ [WALT DISNEY COMPANY KOREA]

Pixar's latest animation "Elemental" is struggling to garner theater viewers, but not in Korea. Box office records for the film in Korea surpassed that of all regions except North America as of Wednesday.

The film has so far sold 2.4 million tickets and grossed $17.13 million in Korea. According to film sales aggregator Box Office Mojo, this is the most that the film has grossed in any country out of the 35 countries the film has opened in except for North America.

"Elemental" is about characters of the four elements — fire, earth, air and water — living together in a New York City-like metropolis. It has seen less favorable reviews from Western viewers for a weak storyline and underdeveloped themes.

But its particular success in Korea has been attributed to the many Korean elements seen in and outside of the film.

The film is produced and directed by Korean American Peter Sohn, and its head animator is also Korean American Lee Chae-yeon. It also includes various Korean and immigrant perspectives in the story, such as the importance of and pressure from family relationships and struggles with discrimination the main character Ember and her family face.

"Elemental" has been topping the Korean box office for the 12th day in the second and third weeks of its release, surpassing competitors "The Roundup: No Way Out" and "Indiana Jones and the Dial of Destiny."

Sohn and Lee visited Korea last month to promote "Elemental."

BY LIM JEONG-WON [lim.jeongwon@joongang.co.kr]