After watching the movie, viewers find their anger escalating, leading them to graph it using their smartwatches, measuring metrics such as heart rate and stress index. (Image courtesy of Plus M Entertainment, social media)
SEOUL, Nov. 29 (Korea Bizwire) – Riding a wave of immense popularity in South Korea, the film “12.12: The Day” has unexpectedly sparked a trend dubbed the ‘smartwatch challenge’. After watching the movie, viewers find their anger escalating, leading them to graph it using their smartwatches, measuring metrics such as heart rate and stress index.
This newfound trend, fueled by the widespread adoption of smartwatches, ingeniously combines the surge in smartwatch popularity with the unexpected success of the film.
Fueled by word-of-mouth that anger becomes uncontrollable after watching, “12.12: The Day” has attracted throngs of moviegoers to theaters in the early stages of its release. Beyond the Smartwatch Challenge, there’s been a noticeable buzz on social media as film-related stocks experience a sharp uptick.
On social media like Instagram, the ‘12.12: The Day Challenge’ has become a viral sensation since last weekend. Participants, armed with Apple Watches or Galaxy Watches, document their heart rate and stress levels before and after watching the film, and post photos as proof.
On social media like Instagram, the ‘12.12: The Day Challenge’ has become a viral sensation since last weekend. (Photo: a screenshot from social media)
For instance, one participant recorded a heart rate of 79 BPM before the movie, spiking to 91 BPM immediately after it concluded. Another caught attention by showcasing a heart rate of 172 BPM, courtesy of their Apple Watch.
Heart rates aside, stress index measurements using smartwatches have also become popular. Smartwatches gauge stress by analyzing changes in heart rate variability (HRV), combining factors like irregular breathing to quantify stress levels, typically displayed from low to high.
On Instagram, moviegoers have been sharing photos of their smartwatch stress index along with captions expressing their overwhelming emotions post-movie, such as “I can’t contain my anger” or “I just want to swear.”
Surprisingly, some audience members have reported a decrease in their heart rate after watching the film, with the diverse reactions underscoring the widespread adoption of smartwatches, making them central to the film-related challenge.
An industry insider remarked, “These days, there is a growing trend of everyone from elementary school students to the elderly using smartwatches,” emphasizing that the health functions of smartwatches are driving this trend, exemplified by the ‘12.12: The Day Challenge.’
Meanwhile, “12.12: The Day” continues its triumphant march, nearing 2 million viewers within a week of its release. On November 27, Contentree Joongang’s stock price surged over 10 percent due to its stake in the film, causing ripples in the stock market.
Ashley Song (ashley@koreabizwire.com)
