The Journal of the Convergence on Culture Technology (문화기술의 융합)

The International Promotion Agency of Culture Technology (국제문화기술진흥원)
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A Study on Activation of Movie Marketing Using Interactive Media

인터랙티브 미디어를 활용한 영화 마케팅 활성화 방안

  • 송준희 (숭실대학교 글로벌미디어학부) ;
  • 임찬 (숭실대학교 글로벌미디어학부)
  • Received : 2018.09.20
  • Accepted : 2018.12.19
  • Published : 2019.02.28
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Abstract

As digital media technology continues to evolve, media arts are being created using new technologies. Among them, interactive media provides new experience and interest to the audience in that the audience is completed only by participating in the works. The use of these characteristics as a marketing strategy has led to an increase in sales and a positive image of the company. Through this study, we analyze the case of interactive media contents and infer the usage plan and elements. In addition, we propose a prototype of interactive media contents that can be used as a strategic marketing element by exploring ways to utilize interactive media as a marketing element of the film industry. This suggests the development direction of interactive media that provides a continuous and new sense of immersion to the audience, and suggests subsequent research on effective use of the industry as well as movie marketing.

디지털 미디어 기술이 지속적으로 발전하면서 새로운 기술을 활용한 미디어 아트의 창출이 거듭되고 있다. 그 중 인터랙티브 미디어는 관객을 작품 안에 참여시킴으로써 비로소 완성된다는 점에서 관객에게 새로운 경험과 흥미를 제공한다. 이러한 특성을 마케팅 전략으로 활용하면서 매출 증가와 기업의 긍정적 이미지 제고를 유도하는 사례들이 증가하고 있다. 영화 산업의 마케팅의 요소로써 인터랙티브 미디어가 활용 될 수 있는 방안을 모색하고 전략적인 마케팅 요소로 사용될 수 있는 인터랙티브 미디어 콘텐츠의 프로토타입을 제안한다. 이로써 관객들에게 지속적이고 새로운 몰입감을 제공하는 인터랙티브 미디어의 발전 방향을 제시하고, 영화 마케팅뿐만 아니라 산업의 전반적인 효과적인 활용에 대한 후속 연구를 제안한다.

Keywords

GJMGCK_2019_v5n1_243_f0002.png 이미지

그림 2. 한국 마즈의 스니커즈 마케팅 Figure 2. Mars Korea – Marketing of Snickers

GJMGCK_2019_v5n1_243_f0003.png 이미지

그림 3. SONY에서 진행한 'in Famous: Second Son' 런칭 프로모션 Figure 3. ‘In Famous : Second Son’ Launching Promotion in SONY

GJMGCK_2019_v5n1_243_f0004.png 이미지

그림 4. 콘텐츠 전경 사진 Figure 4. The picture of the Contents

GJMGCK_2019_v5n1_243_f0005.png 이미지

그림 5. 인터페이스를 통한 영화 선택 Figure 5. Movie Selection through Interface

GJMGCK_2019_v5n1_243_f0006.png 이미지

그림 6. 작품 속 관객의 투영 Figure 6. Projection of audience in work

GJMGCK_2019_v5n1_243_f0007.png 이미지

그림 7. 본 콘텐츠의 기술 구현 Figure 7. Technology implementation of the Contents

GJMGCK_2019_v5n1_243_f0008.png 이미지

그림 1. 인터랙션의 개념 Figure 1. Concept of Interation

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