DOI QR코드

DOI QR Code

The Success of Animation in Korean Film Industry: An Exploratory Analysis

애니메이션 영화의 흥행에 관한 탐색적 연구

  • 김효동 (아주대학교 미디어학과)
  • Received : 2014.11.21
  • Accepted : 2014.12.24
  • Published : 2014.12.31

Abstract

The study proposes an exploratory analysis on the success of animation films in Korea industry. It identifies animation films that have been successful in the Korean film industry during 2004-2013 period and explores (1) how the number of screens allocated to the films have been changed; (2) what are the major factors that influence the success of the films; (3) what are the differences between Japan and the US animation in terms of plots and genres; and (4) how the characteristics of the US animations are related to the success of the US market, the global market, and Korean market. Analyses show that the number of screens allocated to the animation films has been consistently increased due to the vertical integration of Korean film industry; and the (FTA) period, months in year (summer and winter break months for middle and high school students), and the number of screens allocated to the films were the major factors influencing the financial success of animations. It also finds that specific characteristics embedded in its own cultural trait were shown in the plots and genres in the animations. Lastly the study also finds that specific set of characteristics extracted from IMDB site influence certain markets. Budgets and actor's power were found to influence the success in the US market while period (pre-FTA, FTA, post-FTA) only influence the success in Korean market. The study points out that the success of the US and Japan animations in Korean film industry are due to the historicity of animation cultures which are not found in Korean animation industry.

본 논문은 애니메이션 영화의 흥행성적과 관련 된 요인들에 대한 탐색적인 연구방법을 제안한다. 2004-2013년 동안 흥행성적 상위 100위권에 들었던 애니메이션(104)을 선정한 후, (1) 개봉스크린 규모가 어떻게 변모하였으며; (2) 애니메이션 흥행 성적에 영향을 미치는 요소가 무엇인지; (3) 수입 애니메이션의 주류인 미국과 일본 애니메이션의 차이점; 그리고 (4) 미국 애니메이션이 갖는 특성의 미국시장, 세계시장, 그리고 한국시장의 성적에 대한 효과가 어떻게 비교되는지를 살펴보았다. 분석 결과, 스크린 규모는 10년 동안 꾸준히 증가하였으며, 애니메이션의 흥행실적에 영향을 미치는 요인은 연도(FTA직후 시기), 월시기(여름과 겨울방학시기)와 스크린 규모라고 파악이 되었다. 미국과 일본 애니메이션은 자국의 애니메이션 산업에서 파생된 각각의 특징이 장르와 플롯에 존재한다고 분석하였다. 또한 미국, 세계, 한국 시장에서의 흥행성적에 모두 영향을 주는 요인은 점수주기에 참여한 사용자 숫자였으며, 한국시장의 흥행성적에만 영향을 준 요소는 연도(FTA)였고, 미국 내에서의 성공과 관련된 변인은 배우자지수와 예산을 꼽을 수 있었다. 애니메이션에 강점을 나타내는 미국, 일본 모두 애니메이션 문화의 역사성과 사회성이 존재하며, 자국에서의 관련 콘텐츠 소비가 해외시장에서의 선전과 관련이 있다고 분석하였다.

Keywords

References

  1. J. M. Ko, "Content Export 1%: More than the Value," Creative Industries & Contents, Vol. 6, Sep. 2013.
  2. Korea Creative Content Agency (KOCCA), "Trends in Foreign Content Markets," KOCCA Report, Feb. 2012.
  3. C. W. Park, "Light and Shdow of Hanryu" Creative Industries & Contents, Vol. 6, pp. 28-31, Sep. 2013.
  4. W. Jung, "Predicting Box Office Performance for Animation Movies : Evidence from Movies Released in Korea, 2003-2008," Catoon & Animation Studies, pp. 21-32, Aug. 2009.
  5. Y.-S. Kwon, "Study on Unfair Trade of Japanese Animation Industry," Humanities Contens, pp. 115-144, March 2010.
  6. Y. Jung and W. Park, "The impacts of screen quota in the screen industry," Journal of the Korea Society of Computer and Information, Vol. 14(12), pp. 217-223, Dec. 2009.
  7. B.-H. Chang and E.-J. Ki, "Devising a Practical Model for Predicting Theatrical Movie Success: Focusing on the Experience Good Property," Journal of Media Economics, Vol. 18, pp. 247-269, Oct. 2005. https://doi.org/10.1207/s15327736me1804_2
  8. J. Prag and J. Casavant, "An Empirical Study of the Determinants of Revenues and Marketing Expenditures in the Motion Picture Industry," Journal of Cultural Economics, Vol. 18, pp. 217-235, Sep. 1994. https://doi.org/10.1007/BF01080227
  9. A. Elberse, "The Power of Stars: Do Star Actors Drive the Success of Movies?," Journal of Marketing, Vol. 71, pp. 102-120, Oct. 2007. https://doi.org/10.1509/jmkg.71.4.102
  10. A. Elberse and J. Eliashberg, "Demanding and Supply Dynamics for Sequentially Released Products in International Markets: The Case of Motion Pictures," Marketing Science, Vol. 22, pp. 329-354, April 2003. https://doi.org/10.1287/mksc.22.3.329.17740
  11. B. R. Litman and L. S. Kohl, "Predicting financial success of motion pictures: The'80s experience," Journal of Media Economics, Vol. 2, pp. 35-50, Feb. 1989. https://doi.org/10.1080/08997768909358184
  12. B. R. Litman, "Predicting Success of Theatrical Movies: An Empirical Study," Journal of Popular Culture, Vol. 16, pp. 159-175, March 1998.
  13. J. Eliashberg and S. Sugan, "Film Critics: Influence or Predictors," Journal of Marketing, Vol. 61, pp. 61-68, May 1997.
  14. W. T. Wallace, A. Seigerman, and M. Holbrook, "The Role of Actors and Actresses in the Success of Films: How Much is a Movie Star Worth?," Journal of Cultural Economics, Vol. 17, pp. 1-27, June 1993.
  15. S.-H. Park and W.-K. Jung, "The Determinants of Motion Picture Box Office Performance: Evidence from Movies Released in Korea, 2006-2008," Journal of Communication Science, Vol. 9, pp. 243-276, Dec. 2009.
  16. H. Y. Jeong and H. J. Yang, "Predicting Financial Success of a Movie Using Multiple Regression Analysis," Conference of Korea society of computer and information, Vol. 21, pp. 275-278, July 2013.
  17. W. Duan, B. Gu, and A. B. Whinston, "The Dynamics of Online Word-of-Mouth and Product Sales: An Empirical Investigation of the Movie Industry," Journal of Retailing, Vol. 84, pp. 233-242, June 2008. https://doi.org/10.1016/j.jretai.2008.04.005
  18. Y. Liu, "Word of Mouth for Movies: Its Dynamics and Impact on Box Office Revenue," Journal of Marketing, Vol. 70, Jan. 2006.
  19. E.-M. Kim, "The Determinants of Motion Picture Box Office Performance: Evidence from Movies Exhibited in Korea," Korean Journal of Journalism & Communication Studies, Vol. 47, pp. 190-220, April 2003.
  20. J. M. Ko, "Research on the Financial Success of Korean Films " Media Economics and Culture, Vol. 6, pp. 7-39, Nov. 2008.
  21. W. K. Chung, "Analysis of Success of Animation in Korean Motion Picture Industry: 2006-2011," Cartoon Animation Research, Vol. 16, pp. 21-32, March 2009.
  22. J. Kwon and B. Hong, "The Determinants of Animation Movies" Box Office Performance: Evidence from Movies Released in 2004 -2011 in Korea," Culture Industry Research, Vol. 12, pp. 93-106, March 2012.
  23. H. D. Kim, "Exploratory Analysis of the Success of Korean and the US Films in Korean Film Industry with Social Network Analysis Approach," The Korean Journal of Animation, Vol. 10, pp. 120-142, Dec. 2014.
  24. K. T. Im, "A Thesis on Globalization of Japanese Poplular Culture," Korean Journal of Japanese Language and Literature, Vol. 55, pp. 259-281, Dec. 2012.
  25. M. N. Seong, "Analysis of Competitiveness of Japanese Animation Industry," Academic Association of Global Cultural Contents, pp. 101-137, June 2011.
  26. G. Ren and W. Jin, "The Comparison of Animation Industries of US, Japan, South Korea And China," in International Conference on Logistics Systems and Intelligent Management, 2010, pp. 1901-1904, Jan.