Instant Rice Bids and the Ten Million Party
In this reckless era of advertising where even fourth-tier lenders offering 44% interest rates plaster themselves across TV screens if they've got the cash, picking the right ads was as crucial as anything. Your choice of corporate face could lock in your entertainment industry image for years to come.
That's why Choi Seokho wanted ads that didn't lean too heavily in any one direction. He aimed to preserve that "he could be anything" vibe for now. No thanks to botching one shoot and having his image solidify in the wrong way.
Then, out of nowhere.
"Am I seeing this right?"
He was floored by the sudden instant rice ad model offer.
"From Ottogi and FJ... actual instant rice ad proposals?"
Ottogi Rice and Sun Rice. Had they coordinated or something? Their pitches were eerily similar.
They were lengthy, but boiled down to this:
"When you hit ten million viewers, eat our rice! Then shoot a CF right away and become our ad model!"
Given their scale, Choi Seokho immediately called Kim Donghu.
Purely on conditions, Sun Rice was the obvious pick. But the star's own opinion mattered most in these deals.
Especially since Choi Seokho always backed Donghu's choices unconditionally.
His thumbs blazed across the screen as he fired off the messages.
Bang.
"I think Sun Rice would be the way to go."
The reply came not from cyberspace, but the real world. Talk about perfect timing.
"Yeah? You like the look of Sun Rice?"
"Yeah, they’ve got way more recognition."
"Exactly—go with the sure bet."
Donghu had been leaning toward Sun Rice anyway. A payback for all the times it saved him in the military—bibimbap and galbi mandu.
'Without that stuff, basic training would've been brutal.'
Of course, it wasn't just sentiment. He saw the rational long-term play.
Shaking off the memory, Donghu cut to the chase. The real reason he'd shown up at the agency before Choi Seokho even called him in.
"Hyung, by any chance, is there a script called Star and Moon Story among the ones sent to me?"
It was because of that text from [Sims - The Real Life].
+++++
Time rewinds a bit—to the day before the Sun Rice CF offer.
Ding! Ding! Ding!
I jolted awake in the dead of night from the sudden barrage of texts.
"What, what is it?"
I knew Sims texts dropped out of nowhere, but at this hour?
Rubbing sleep from my eyes, I checked the contents. Total shock.
The first was CF-related, no big surprise. But the second? My eyes went wide.
'Another project here?'
I was already swamped—did this mean I'd be taking it on? I was tapped out physically, planning to rest after Day Off.
But here it was, right on cue. What kind of project demanded piling on more work in this state?
Brimming with curiosity, I bolted to the agency right after school.
But...
"Uh... no title like that."
Seokho hyung's response hit me with shock number two.
"None?"
"Yeah, I don't forget titles I've seen. First time hearing it. No email, no scripts either."
Did that make sense? Well, technically yes.
'Sims texts come from the future.'
So it didn't exist yet?
"Weird title though. Where'd you hear about it?"
"Oh, just something I vaguely recall seeing. Got curious about the plot all of a sudden."
I brushed it off vaguely at Seokho hyung's question.
How do you explain seeing it in the future and hunting it down now?
"Feels like I asked too late, but why'd you come early? Need help with something?"
"Nah, just craving pork stir-fry and donkatsu from the first-floor spot after ages."
"Oh yeah, I get that—the owner's stuff is killer."
Top-tier service too; extra fried egg for building regulars!
I couldn't hold back a laugh.
Yeah, eggs were a serious matter.
"Wanna join, hyung? Pork and donkatsu?"
"Sounds good."
Just as we were about to head out for grub.
Riiiing.
My phone rang sharply, like it knew better.
Who'd call at this hour? Only one possibility.
"Director Kang, hello."
Kang, the bearded director of Endless Frontline.
For some reason, his voice trembled as he spoke deliberately.
Hey, Donghu—how've you been?
Doing great, thanks to all your care, Director.
Haha, such a smooth talker. Anyway, looks like our film's hitting ten million next week... Thought we could do a group countdown. What do you think?
Hearing his shaky voice, I instantly knew why.
'How badly did he want this?'
I recalled his past-life interview. "You can only call yourself a commercial director if you make films audiences love." Said proudly, but those eyes regretting never hitting ten million.
That gaze flickered in my mind.
"Of course I'll come—just say the word, and I'm there now."
I'd planned to go anyway, but now it was non-negotiable.
+++++
"...The stats are in! Ten million and 73 viewers! Endless Frontline—it's a ten million film!"
At Park Geumgang's announcement, the studio head, Director Kang unleashed a primal roar he'd clearly been holding back.
"Kuaaaaaah!"
Four weeks after release, Endless Frontline hit ten million without a hitch, kicking off a grand party.
"...Ah... I did it... ten million..."
In the lively feast, Director Kang sprang up, jamming chopsticks into a soju bottle to make a mic, and launched into his victory speech.
"It took so long to get here. There were times I thought, 'Maybe I can't do this?'"
"But now that I have, I realize—this isn't a solo effort. It takes everyone uniting as one."
"Thank you all for supporting this unworthy director."
The crew gasped at his rare 90-degree bow, tears streaming down—joy overflowing, not sorrow.
Han Taekon slung an arm around Donghu beside him.
"No matter how you slice it, the real ten million hero's our Donghu."
"Who else? His ten million promise is rice and beef soup, for crying out loud."
"Where'd this lucky charm roll in from? Unbelievable."
Go Changshik and Seo Myungwoo chimed in, gilding Donghu's face further.
"N-no... Th-thank you for the kind words."
Still unused to the praise, Donghu ducked his head.
"No way!"
Spotting it, Park Geumgang revved the mood.
"First drama Hide & Dream—30% ratings! First short film Mise-en-Scène—four awards! First commercial flick—ten million!"
He kicked off the full Donghu gilding.
"You think we can skip Superstar Actor Kim Donghu's thoughts, folks?!"
"No way! No way!"
"Donghu, you made Director Kang cry—gotta give us your speech!"
"Hahaha!"
The Endless Frontline crew laughed and partied on.
No one there knew.
'Time for Geomgeom Baek Dongsu?'
That Donghu had shot a historical drama alongside the movie.
They'd probably freak at tomorrow's SKS teaser.
A thrilling anticipation hit me.
+++++
The morning after the Endless Frontline bash, reporters churned out non-stop coverage.
Plenty to write, and reactions poured in hot.
Real-time trends were dominated by Endless Frontline, as expected.
1. Endless Frontline
2. Endless Frontline Han Taekon
3. Han Taekon
4. Kim Donghu
5. Endless Frontline Ten Million Promise
6. Rice
7. Kim Donghu Ten Million
8. Kim Donghu Han Taekon
9. Student Soldier
We could've talked Kim Donghu all day without running dry. Heck, we barely scratched the surface.
By the time you wrote about Mise-en-Scène, he'd already smashed ten million with a commercial film.
Rare for reporters to struggle keeping up with an actor's pace.
'At least he'll chill now, right?'
'Human, after all—can't keep stacking work forever.'
Reporters settled in for a relaxed evening with those thoughts.
"...Dude, why're you popping up here?"
Only to spot Kim Donghu as the child Jaun actor in Geomgeom Baek Dongsu on TV.
"This ain't right!"
Overtime confirmed.