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Examining Genre Tastes of Hollywood Movies in Korea

할리우드 영화의 장르별 수용 : 한국 영화시장에서의 문화적 할인현상을 중심으로1

  • 박승현 (한림대학교 언론정보학부) ;
  • 장정헌 (고려대학교 정보문화연구소)
  • Received : 2014.08.10
  • Accepted : 2014.09.05
  • Published : 2014.09.30

Abstract

This study has examined genre tastes of Hollywood movies in Korea. A concept of cultural discount suggests that Hollywood film in foreign countries would be received differently according to its specific attributes. Following the suggestion of cultural discount, this study examines how local reception of Hollywood movies is different in Korea, focusing on film genre, production budget, and U.S. box office. The results show that genres are useful variables for such analysis, indicating that certain film genres are indeed suffering from relatively high cultural discount at the level of Hollywood movie import/distribution. Comedy, specifically, constitutes the crucial particularistic movie genre. However, this study does not find out any significant effect of movie genres on the box office in Korea, controlling the effect of U.S. box office and production budget. As Hollywood studios have recently produced multi-genre movies rather than genre-specific movies to induce a variety of audience who have different movie tastes, the influences of cultural discount disappeared among imported Hollywood movies in Korea. This study also reveals that Hollywood movies of high production budget and of successful U.S. box office are more preferred in Korea.

문화적 할인은 할리우드 영화가 해외 관객의 수용자의 문화적 취향에 따라서 수용이 다르게 나타남을 강조하고 있다. 이와 같은 이해를 바탕으로 이 연구는 한국 내에서 할리우드 영화의 수용이 장르별로 어떻게 다르게 나타나는 지를 분석하였다. 분석대상은 2008년부터 2010년까지 미국에서 1백만 달러 이상의 흥행실적을 거둔 할리우드 영화이며, 이들 영화 중 한국에서 개봉된 영화의 비율 및 흥행성과 등을 중심으로 장르별 수용이 어떻게 차별화되는 지를 고찰하였다. 분석결과를 보면, 할리우드 영화가 한국에서 개봉된 비율은 59.6%이며, 평균보다 낮은 비율로 개봉된 장르는 코미디(46.2%)와 다큐멘터리(20%)뿐이었다. 제작비와 장르의 특성을 고려하면, 할리우드 영화 중 제작비 투자가 많은 장르의 경우 한국 내 개봉비율 또한 높게 나타났다. 또한 미국에서의 흥행실적이 높을수록 한국에서도 흥행실적이 높게 나타나며, 제작비 투입이 높을수록 1개의 영화에 다양한 장르적 요소를 포함하여 제작하는 복합장르화 현상이 발견되었다. 이와 같이 제작비, 미국에서의 흥행실적, 복합장르화 등의 영향력을 통제할 때 할리우드 영화의 수입 후 수용자 수준에서는 문화적 할인이 흥행성에 미치는 효과가 통계적으로 유의미한 나타나지 않았다. 연구의 의의와 한계가 같이 논의 되었다.

Keywords

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