• The Journal of the Korea Contents Association
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• v.19 no.2
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• pp.581-590
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• 2019

As the film industry develops in China, movie posters come in various types. Among them, 'concept poster' has been recognized as an important means to form the first impression of a movie at the early stage of promoting the movie. In China, however, there are not many movie posters that have been recognized for their creativity. Accordingly, it calls for research on creative methods of implicitly expressing the content of the movie. This study analyzed visual expressions in the concept posters of HuangHai, who has been recognized not only for commerciality but also for artistry. The results showed that he did not use images of famous scenes and actors in the movie. Instead, he created the implicit image that reflects the main theme of the movie by using Minimalism, color, typography, and pictorial images. This study has a significance in terms of providing fundamental resources for improving movie poster designs in China.

• The Journal of the Korea Contents Association
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• v.14 no.12
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• pp.618-628
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• 2014

A photograph used in a film poster summarizes the story of the film that lasts for around two hours. The image must contain a picture that represents the story and text including the title, with various design elements composed in a harmonious way. However, given that a photograph is the most noticeable element in a film poster, this study aims to examine the function, role, and types of a film poster and analyze poster photographs. Currently, there are companies specialized in photography for film posters, but sometimes recognized photographers are commissioned to take a photograph that will be used for a film poster. Hein-kuhn Oh actively produced such photographs in the early and mid-2000s, and this study deals with 'how the photographs recreate the content of the films' focused on three selected photographs taken by him. Also, There were commonalities found between the tree photographs and Oh's personal portrait photographs, which were then analyzed from the photographic aesthetic point of view. The three selected works are: , , and .

• 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.

• Proceedings of the Korea Contents Association Conference
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• 2010.05a
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• pp.126-128
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• 2010

정보통신기술이 발달한 오늘날에도 영화포스터는 영화 고유의 홍보수단의 역할을 하고 있다. 영화포스터디자인의 발전은 사회, 문화 현상에 대한 반영이다. 본 논문은 중국 문화대혁명시기의 영화포스터에서 그 시대의 구체적으로 나타난 이미지를 분석하였다. 구체적인 이미지를 통해 사회 현상을 직관적으로 볼 수 있는 매개체 임을 제시하고자 한다.

• The Journal of the Korea Contents Association
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• v.14 no.6
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• pp.63-72
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• 2014

This study focused on the determinants of the use of Caligraphy in the movie posters, which may have impacts on movie promotion. Caligraphy has been of interest as a tool to carry emotional factors of movies to potential movie-goers. Movies have characteristics of experience goods of which consumers may not know the value of the products before they actually experience the products. This study collected data of the top 200 movies during 2003 and 2013 from Korian Film Council database and analyzed the relations between the characteristics of movies and the use of Caligraphy design in the posters. As a result, we found that history-based movies and drama-genre movies have adopted Caligraphy. We confirmed that the Caligraphy design have functioned effectively in Korean movie posters.

• Proceedings of the Korea Information Processing Society Conference
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• 2018.10a
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• pp.569-572
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• 2018

본 연구는 영화 포스터를 대상으로 OpenCV를 활용하여 k-means clustering 기반의 색감을 분석하는 기법을 제안한다. 또한 이를 활용하여 영화 포스터 간의 유사도를 구하고 특정 영화와 대표색을 가지는 영화를 추천하는 시스템을 제안한다. 이를 위해 본 연구에서 다음과 같은 가정을 기반으로 한다. 첫 번째, 포스터는 해당 영화를 가장 잘 나타내는 이미지로, 포스터의 색감은 영화의 전반적인 분위기를 가진다. 두 번째, 영화 사이에 유사한 색감을 가진다면, 해당 영화들은 유사한 분위기를 가진다. 본 연구에서는 2단계로 나누어 연구를 진행한다. 우선 k-means clustering 기법을 통하여 데이터를 전처리 하여 영화별 대표색을 선정한다. 이 때, 선정된 대표색을 이용하여 각 영화간 색감 유사도를 분석한 결과를 통해, 같은 장르의 영화도는 유사도가 높음을 확인할 수 있었다. 다음으로 앞의 색감 유사도 분석을 통하여 특정 영화와 높은 유사도를 가지는 영화를 추천한다. 본 연구에서 추천된 영화는 기존의 영화 선택 기준에 비하여 사용자 본인의 취향을 반영한다. 본 연구 내용이 영화를 추천하는 과정에서 반영된다면 추천 시스템의 정확도와 사용자 만족도 향상에 기여할 것으로 기대된다.

• Journal of Digital Contents Society
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• v.19 no.9
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• pp.1679-1688
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• 2018

The development of digital technology has not only led to the development of expressive technology, but also to change in the process of production, expression media, production formats and methods, and communication with the audience. In one form, motion poster using LCD display instead of paper poster was introduced. This not only suggests the generation of posters with sound and movement on the ground, but also the possibility of expansion using the features of a platform called LCD displays. As part of this extension, this paper focuses on the "interactions" element and suggests a new interactive motion poster.

• 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 Korean Society of Computer Information Conference
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• 2023.01a
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• pp.373-375
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• 2023

본 논문에서는 멀티 레이블을 이용한 CNN 구조 활용과 NLP 학습을 이용하여 한국 영화의 장르를 예측하는 방법을 제안한다. 포스터는 영화의 전반적인 내용을 한눈에 알아볼 수 있게 하는 매체이기 때문에 다양한 요소들로 구성되어 있다. 합성곱 신경망(Convolutional neural network)을 활용해, 한국 영화 포스터가 가지는 특징들을 추출하여 영화 장르 분류를 진행하였다. 하지만, 영화의 경우 감독이 생각하는 장르와 관객이 영화를 봤을 때, 느끼는 장르가 다를 수 있다. 그렇기 때문에 장르 예측에 있어서 문제가 발생할 수 있다. 이러한 문제를 완화하기 위해 본 논문에서는 합성곱 신경망 활용뿐만 아니라, 자연어 처리(Natural Language Processing)를 같이 활용한 방법을 제안한다.

• Cartoon and Animation Studies
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• s.48
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• pp.359-383
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• 2017

3,000 years ago, since the first poster of humanity appeared in Egypt, the invention of printing technique and the development of civilization have accelerated the poster production technology. In keeping with this, the expression of poster has also been developed as an attempt to express artistic sensibility in a simple arrangement of characters, and now it has become an art form that has become a domain of professional designers. However, the technological development in the expression of poster is keep staying in two-dimensional, and is dependent on printing only that it is irrelevant to the change of ICT environment based on modern multimedia. Especially, among the many kinds of posters, the style of movie posters, which are the only objects for video, are still printed on paper, and many attempts have been made so far, but the movie industry still does not consider ICT integration at all. This study started with the feature that the object of the movie poster dealt with the video and attempted to introduce the augmented reality to apply the dynamic image of the movie to the static poster. In the graduation work of the media design major of a university in Korea, the poster of each works for promoting the visual work of the students was designed and printed in the form of a commercial film poster. Among them, 6 artworks that are considered to be suitable for augmented reality were selected and augmented reality was introduced and exhibited. Content that appears matched to the poster through the mobile device is reproduced on a poster of a scene of the video, but the text informations of the original poster are kept as they are, so that is able to build a moving poster looked like a wanted from the movie "Harry Potter". In order to produce this augmented reality poster, we applied augmented reality to posters of existing commercial films produced in two different formats, and found a way to increase the characteristics of AR contents. Through this, we were able to understand poster design suitable for AR representation, and technical expression for stable operation of augmented reality can be summarized in the matching process of augmented reality contents production.