• The Journal of the Korea Contents Association
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• v.11 no.6
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• pp.228-241
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• 2011

This study aims to consider the effects of the change in communication culture affected by 'Social Media' on the film marketing. Particularly, Twitter, a kind of Social Media which shows the most rapid growth recently, is examined for what kind of benefits it's functional characteristics would provide for film marketing. Twitter, which has distinctive characteristics such as free access, the high level of attention resulting from its simplicity, alarming speed of spreading information and low costs, offers a variety of marketing opportunities not only for general commercial films but for low budget or independent films that do not have sufficient marketing opportunity. In the case of the documentary film (2010, Woo-jung Kwon), starting from the process of the film production through release to the time after the screening, it continued to communicate with potential audiences via Twitter and tried every tool of film marketing like advertising, PR, promotion and word of mouth. By doing so, it provides a model for low budget or independent films about what alternative activities they might be able to conduct for film marketing.

• Proceedings of the Korea Contents Association Conference
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• 2017.05a
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• pp.209-210
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• 2017

우리나라의 영화 산업이 미국 다음으로 클 정도로 영화 수요가 커진 만큼 영화 포스터는 단순히 영화를 대표하는 이미지가 아닌 마케팅의 역할로써 큰 비중을 차지하게 되었다. 따라서 영화 포스터 디자인 연출에 따른 마케팅의 사례와 성공 및 실패 요인 등을 연구하고자 한다.

• Proceedings of the KAIS Fall Conference
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• 2011.05b
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• pp.540-543
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• 2011

본 논문은 저예산영화의 흥행을 위해 구전마케팅을 하기위한 마케팅툴의 개발이 목적이다. 무선인터넷과 모바일의 컨버전스로 천만 명의 사용자를 갖게 될 스마트폰의 저예산 독립영화의 애플리케이션을 개발을 통해 최적의 애프릴케이션 서비스, 기능, 환경 등을 알아낸다. 이로써 저예산 독립영화의 마케팅 기반을 구축하여 한국영화 산업의 발전에 기여하고자 한다.

• Proceedings of the KAIS Fall Conference
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• 2011.12a
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• pp.93-96
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• 2011

본 논문은 저예산영화의 흥행을 위해 구전마케팅을 하기위한 마케팅툴의 개발이 목적이다. 무선인터넷과 모바일의 컨버전스로 천만 명의 사용자를 갖게 될 스마트폰의 저예산 독립영화의 애플리케이션을 개발을 통해 최적의 애프릴케이션 서비스, 기능, 환경 등을 알아낸다. 이로써 저예산 독립영화의 마케팅 기반을 구축하여 한국영화 산업의 발전에 기여하고자 한다. 이를 위해 컨조인트 설문과 일반 설문을 종합하여 컨조인트 분석을 실시하였다.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.13 no.4
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• pp.1525-1531
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• 2012

This study has been developed to make a marketing tool for word-of-mouth marketing for "Low-Budget Movie". By developing an application program of Low-Budget Movie for 20millions of Smart-Phone user, it can find out the best environment of service, function, etc. Hereby, it could contribute the progress of Korean film industry with this marketing tool of Low-Budget movie. For the research, conjoint analysis has been done through conjoint survey and general survey.

• Information Systems Review
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• v.24 no.2
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• pp.1-20
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• 2022

Researchers are making contradictory claims through the concept of superstars and long tails about how the development of IT technology affects demand distribution. Unlike previous studies that focused on changes in demand from a macro point of view, this study explored whether the relationship between a company's marketing activities and consumer response differs depending on the product location (i.e., superstar vs. long tail) from a micro point of view. Based on the marketing mix framework, hypotheses were developed based on the relevant literature. In the case of empirical analysis, 2,835 daily data from 63 Korean films were tested using the quantile regression method. As a result of the analysis, it was found that the influence of marketing mix factors on sales varies depending on the location of the product. Specifically, the appeal breadth of the film and the effect of owned media are enhanced in superstar products, and the effect of acquisition media in long-tail products is enhanced and the negative effects of competition are mitigated. Unlike previous studies that focused on macroscopic changes in demand distribution, this study suggested marketing activities suitable for practitioners through microscopic analysis.

• Proceedings of the Korean Society of Computer Information Conference
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• 2017.07a
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• pp.316-317
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• 2017

본 논문에서는 영화산업에서 사용되고 있는 바이럴 영상의 발전 방향을 알아보고자 한다. 영화에서 사용되는 바이럴 영상은 네티즌의 입소문에 근거하여 영화를 미리 알리고자 하는 목적으로 제작되며 그 유형은 크게 인터뷰, 거짓뉴스 등으로 구분된다. 바이럴 마케팅과 연관되어 결국 적은 투자로 많은 효과를 거두는 것이 필요하다고 보면 영화산업에서 사용되는 바이럴 영상에 대해서도 체계적인 분석과 연구가 필요하다. 본 연구에서는 바이럴 영상의 기존 영화 적용에 대해서 알아보고 최근의 스토리기반 바이럴 영상에 대해 알아본다. 스토리기반 바이럴 영상은 제작에 많은 분석이 필요하다. SNS점유율에 따른 특성도 고려되어야 한다. 기존의 인터뷰나 뉴스보다는 새로우면서도 영화에 대한 직접적인 관심을 이끌어 낼 수 있다는 새로운 방식에 대해서도 발전방향을 알아보아야 한다.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.10 no.6
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• pp.177-186
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• 2015

This study is related to determination of the intention to watch a movie, which is affected by various emotional, environmental, and behavioral factors. In case of personal factors, personal taste formed on the basis of previously experienced movie related information affects selection of movies, while environmental factors are affected mostly by residental community experience, cognitive attitude, subjective norms, as well as the view of values. In this study, the determinants on decision to watch movie have been analyzed applying the theory of planned behavior. Taking into consideration that the determination, based on either personal factors or environmental factors, of consuming movie products stars from reasonable information collecting and that movie poster has been the primary source of information on movie products since the inception of the movie industry, this study analyzed tastes of movie watchers and many variables of movie poster format on determination of intention to watch movie. The results from this empirical study indicate that movie poster is effective means of low cost marketing inducing movie watching in terms of consuming minimum time and space with high speed of delivery while satisfying primary interest on the movie product. It is suggested movie posters should be prepared to make appeal to each generation of target consumers and be put on the market as a product of artistic work.

• The Journal of the Convergence on Culture Technology
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• v.5 no.1
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• pp.243-248
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• 2019

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.

• The Journal of the Korea Contents Association
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• v.13 no.12
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• pp.690-701
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• 2013

With the increasing adoption of social network services (SNS), the cultural and art industry is also embracing SNS as an important tool of marketing. Users can share various cultural experiences on SNS easily, and companies can analyze SNS to understand the users for effective marketing. Based on this background, this study analyzed users' behavior and attitude about movies according to SNS usage types. Users of SNS were surveyed and clustered into 'information seekers', 'fun seekers', and 'relationship seekers'. Next, the behavior of the users in each cluster was compared regarding information search about movies, preferred online advertisement channels, and post-watching behavior. The results showed that the SNS usage type has significant relationship with the behavior and attitude about movies. This suggests that movie industry can establish effective online marketing strategy by analyzing SNS usage of users.