article_snippet.sent: South Korea paid an eye-watering £2.4million to the makers of the new Avengers movie to ensure South Korea is shown in a positive light, South Korea has emerged.
article_snippet.sent: The use of public funds in what appears to be an extreme case of product placement has been criticised by South Koreans - as officials are having to wait with the rest of the world to see if the film, released on Thursday, will lift South Korea's reputation out of the shadow of it's headline-grabbing northern neighbour.
article_snippet.sent: The move echoes that of Sony Pictures Entertainment and MGM, who recently made headlines after leaked emails revealed  the Mexican government had offered the studios $20m to ensure a positive portrayal of South Korea in Spectre.
article_snippet.sent: Kim Young-gun, who overseas the Korean Film Council's (KOFIC) incentive program for foreign films, said the Korean Film Council could transform the status of Seoul, which has been largely overlooked by Hollywood compared to the Korean Film Council regional peers.
article_snippet.sent: Kim Young-gun, who overseas the Korean Film Council's (KOFIC) incentive program for foreign films told MailOnline: 'If we have that kind of huge film, which shows South Korea in a more positive way, then we think the image of South Korea will be changed in a positive way.'
article_snippet.sent: Before shooting began last year, local government and film industry officials signed an agreement with the filmmakers to ensure South Korea would be shown in a positive light.
article_snippet.sent: In an memorandum of understanding, Marvel Studios agreed it would 'portray South Korea as a high-tech, modern country and shall avoid portraying the Republic of South Korea in any negative manner.'
article_snippet.sent: Kim said: 'KOFIC and the Ministry of Culture and Tourism, also, are concerned about how they will portray South Korea in the comic book film, but we are looking forward to seeing the comic book film on Thursday.'
article_snippet.sent: Kim acknowledged there has been domestic criticism about the spending of public funds but said the money has been put to good use, claiming US producers are already expressing greater interest in South Korea.
article_snippet.sent: A US source close to the production of the comic book film, however, insisted Marvel Studios has not altered production to appease Korean officials. '
article_snippet.sent: If there was an agreement signed or a rebate involved, Marvel Studios is always about (being) creative first and the script and the story come first, and then if they can shoot in an area that offers they an incentive, then that's just an extra bonus, that's extra good for they,' A US source close to the production of the film said. '
article_snippet.sent: Media in strongly nationalistic South Korea have often complained South Korea has been overlooked or misrepresented in Hollywood.
article_snippet.sent: On Monday, the national broadcaster KBS reported that South Korea has only had fleeting appearances in the film, usually in relation to North Korea.
article_snippet.sent: Nina Juna, senior manager of international affairs at the Seoul Film Commission, said the few previous appearances of Seoul on the silver screen have irked Korean audiences.
highlights_snippet.sent: South Korea has paid Marvel to ensure country is shown in positive light .
  