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Lovely Runner Sold to Multiple Countries for Network Airing, Confirming Overseas Sale of Dramas Remain Primarily Due to Lead Actor Popularity Abroad
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Lovely Runner Sold to Multiple Countries for Network Airing, Confirming Overseas Sale of Dramas Remain Primarily Due to Lead Actor Popularity Abroad

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This is the reality whether we think it fair or not, and ultimately dramas and movies and the stars in them are all commodities. The business is the end product. Lovely Runner has wrapped its airing and has already sold overseas licensing rights to broadcast in various countries network channels, this happens to a few K-dramas a year that get really popular. An industry insider said that the sales are all because of Byun Woo Seok‘s popularity and the overseas broadcasters expect their domestic viewers to tune in because of him. This has been true for decades now that K-dramas are sold overseas on the backs of the male lead’s popularity, basically since Lee Byung Hun in Beautiful Days and Bae Yong Joon in Winter Sonata over two decades ago. It’s rare if ever a K-drama gets wide overseas sales due to the female lead and female lead centric K-dramas in fact are hardly broadcast overseas. Right now production needs to make its money back on domestic CF sales and are resisting selling to Netflix for global streaming because it’s a 10 year deal and benefits only Netflix and not the production. The best bet is to make a popular drama that has broad appeal for overseas airing and is sold to various countries separately thereby making a genuine material profit.

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