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http://dx.doi.org/10.7230/KOSCAS.2014.36.511

Examining Genre Tastes of Hollywood Movies in Korea  

Park, Seung Hyun (한림대학교 언론정보학부)
Chang, Jeong-Heon (고려대학교 정보문화연구소)
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Cartoon and Animation Studies / v., no., 2014 , pp. 511-551 More about this Journal
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.
Keywords
Hollywood movie; local reception; genre; cultural discount;
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