LYON, France — Manuel Chiche is riding high. Since June, his boutique distribution outlet The Jokers set admission records with Bong Joon-ho’s “Parasite,” selling nearly 1.7 million tickets in France and still going strong as the film heads into its 19 week in theaters. Indeed, “Parasite” is now the second most successful Palme d’Or winner of the 21 century at the French box office – but don’t expect Chiche or any of his outfits to scale up as a result.
In 2017, your company put out a new restoration of Bong Joon-ho’s “Memories of Murder” just a few months after his film “Okja” bowed in competition at Cannes. Was the idea to build on buzz, and does that point towards an effective model in the current marketplace? That’s what we try to do with The Jokers and with La Rabbia. We’re a team of four, so we can’t realistically put out twenty films year anyway, but we want to offer a lot of time and effort towards everything we put out.Older viewers, like people my own age, will often show up without much prompting. On the other hand, you have to reach out to younger viewers on social media and bring them in.
Next year we have one lined up as well: Shohei Imamura’s 1989 film “Black Rain.” That deals with atomic fears and consequences, and that’s still very relevant, plus it’s my favorite of his films. We re-released his [1983 Palme d’Or winner] “The Ballad of Narayama” last year, and it went very well, but that was already a well-known film. Releasing “Black Rain” will be complicated, and maybe more interesting too.
Already such an established director — and one who attracts both supporters and detractors in equal measure, which I think is fantastic – Nic wants to align a community around his name, his interests and his vision of the history of cinema. It’s the world of culture filtered through his personal vision, in so many words. That could also mean books, live events, or shorts from directors we believe in.
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