• Title/Summary/Keyword: Film Marketing

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A Study on the Advertising Strategy Using 'Shin Hallyu' Cultural Content for Marketing Korean Small and Medium-Sized Enterprise Products Targeting Chinese Consumers

  • Yoo, Seung-Chul;Hong, Meiling;Bian, Wen;Piscarac, Diana
    • International journal of advanced smart convergence
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    • v.9 no.3
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    • pp.105-117
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    • 2020
  • The "New Korean Wave" (Shin Hallyu) phenomenon, which is represented by the global popularity of BTS and director Bong Joon-ho's film "Parasite," is making the world excited. The influence of the Korean Wave is not only on politics, society, and culture, but it also has considerable economic ripple effects. We applied individual in-depth interviews with seven media and marketing experts in China to assess the changes in the impact of Korean cultural content (i.e., Hallyu content) and examine the possibility of marketing for Korean small and medium-sized enterprises (SMEs) products using Hallyu content. Considering its massive market potential, China is still an attractive target for Korean companies and is of even greater importance to SMEs, which are highly dependent on exports and lacking marketing budgets as well as a professional workforce. Korean businesses and the economy at large would get a real boost if they could penetrate the Chinese market by utilizing the strength of Hallyu content. Based on the results of the in-depth interviews, the conclusion of our study suggests the direction of advertising strategy on how Korean products can attract the minds of Chinese consumers by utilizing the Shin Hallyu. This research is a practical study that diagnoses the reality of the Korean Wave in China objectively and has excellent practical implications as it proposes methods of how SMEs should use Hallyu for their marketing strategies.

A Study on Activation of Movie Marketing Using Interactive Media (인터랙티브 미디어를 활용한 영화 마케팅 활성화 방안)

  • Song, Joon-hee;Lim, Chan
    • 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.

A Study on the Costumes and Collaborations in the movie (<위대한 개츠비>의 영화의상과 콜라보레이션 연구)

  • Lee, Heeseung;Kim, Jiyoung
    • Journal of Fashion Business
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    • v.18 no.4
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    • pp.80-96
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    • 2014
  • The purpose of this study is to consider the expression of costume through the review of cinema costumes and to provide the model of cooperation between fashion and movie industry by analysis of collaboration with fashion brands in the movie . The subjects are the 1974 film directed by Jack Clayton and the 2013 version by Baz Luhrmann. Cinema Fashion was studied by analyzing the costumes of the two main characters, Gatsby and Daisy, in each scene. Gatsby's costume appeared as a model of traditional American classic suit, sensitive G-G look that symbolizes social success and traditional casual style that reflects upper-class life style. Daisy's costume expressed pastel toned luxury flapper look, oriental art deco style, and prestigious jewelry representing high class. The collaborations with fashion brands were carried out with Ralph Lauren and Cartier in 1974 film, and Brooks Brothers, Prada, and Tiffany in 2013. The value of prestige brands that matched the images of the movie was utilized, but marketing strategies for the promotion of fashion goods were not enough in 1974 version. On the other hand, in 2013 film, the effects of collaboration of the movie and fashion brands were forecasted sufficiently and marketing campaigns for promotion were performed in a various ways. The characteristics of collaborations were as follows: (1) the usage of prestige brands value, (2) collections planning and promotion using the stories of a movie, (3) the usage of multidirectional digital media, and (4) multi-dimensional promotion using entertainment factors. In collaborations with the movie, fashion brands could make cooperative relationship to produce the positive effects for promotion and prestige image strategies and draw attention of the people to the movie and fashion.

An Empirical Study on the Impact of Blogs and Online News on the Success of Film : Focusing on Before and After Film Release (블로그와 온라인 뉴스가 영화흥행에 미치는 영향에 대한 실증연구 : 영화 개봉 전·후의 구전효과를 중심으로)

  • Lim, Hyunjeong;Yang, Hee-Dong;Baek, Hyunmi
    • Journal of Information Technology Applications and Management
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    • v.21 no.4
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    • pp.157-171
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    • 2014
  • As electronic word of mouth plays an important role in purchase behavior among consumers, the number of studies on the impact of electronic word of mouth is rapidly increasing. Nevertheless, it is difficult to discover comparative studies on the mass media which had a great impact on consumer's purchase behavior before the impact of electronic word of mouth becomes greater versus the social media where electronic words of mouth are created and distributed. It is considered that it seems to be necessary to find an appropriate mutual supplement point between the media designed for a successful marketing by comparing and analyzing the existing mass media versus the social media, major media for electronic word of mouth. Therefore, this study aims to compare and analyze the impact of comments on movie revenue in the representative forms of mass media such as online news and social media blogs. In particular, this study also considers an appropriate media for promoting movies by period by comparing and analyzing the two media before and after film release. For analysis, this study collects the information on the number of comments on online news and blogs in 70 Korean movies released in 2011 and 2012 from five weeks before film release to eight weeks after film release on a daily basis via Naver. This study also collects the information on the movie revenue using the statistical data of movie industry from Korean Film Commission. As a result of empirical data analysis, it is found that the two media showed no difference in movie revenue before film release, but after film release, the impact of blogs was more significant than that of online news.

Social Network Comparison of Netflix, Disney+, and OCN on Twitter Using NodeXL

  • Lee, Soochang;Song, Keuntae;Bae, Woojin;Choi, Joohyung
    • International Journal of Advanced Culture Technology
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    • v.10 no.1
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    • pp.47-54
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    • 2022
  • We analyze and compare the structure of the networks of Netflix, Disney+, and OCN, which are forerunners in OTT market, on Twitter. This study employs NodeXL pro as a visualization software package for social network analysis. As a result of the comparison with values of Vertices, Connected Components, Average Geodesic Distance, Average Betweenness Centrality, and Average Closeness Centrality. Netflix has comparative advantages at Vertices, Connected Components, and Average Closeness Centrality, OCN at Average Geodesic Distance, and Disney+ at Average Betweenness Centrality. Netflix has a more appropriate social network for influencer marketing than Disney+ and OCN. Based on the analysis results, the purpose of this study is to explain the structural differences in the social networks of Netflix, Disney+, and OCN in terms of influencer marketing.

Effects of Postharvest Treatment of Plastic Film, Ethylene Scrubber, and Prolong on the Market Quality in 'Niitaka' Pears during Storage and Simulated Marketing (동양(東洋) 배 '신고(新高)'의 저장전(貯藏前) Plastic Film, Ethylene 제거제(除去劑) 및 Prolong처리(處理)가 저장(貯藏)과 유통조건(流通條件)에서 상품성(商品性)에 미치는 영향(影響))

  • Lee, Jae Chang;Hwang, Yong Soo
    • Korean Journal of Agricultural Science
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    • v.19 no.2
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    • pp.145-152
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    • 1992
  • This experiment was planned to find a proper postharvest handling technique of 'Niitaka' pears for storage. The effect of polyethylene film wrapping, ethylene scrubber, and Prolong application on maintanence of freshness were compared in prestored fruit.(60 days at $0^{\circ}C$). Weight loss was confirmed to be a major factor responsible for freshness loss during storage. Polyethylene film wrapping greatly reduced weight loss during storage but increased light skin browning. Also, in long-term storage, polyethylene film wrapping appeared not to be appropriate due to the severe occurrence of tissue senescence and/or senescence breakdown. Prolong application was found not to be effective on reducing weight loss as well as keeping freshness. Ethylene scrubber in polyethylene film wrapping effectively reduced the occurrence of light skin browning.

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Quality characteristics of cut kimchi cabbage during short-term storage depending on the packaging materials (절단배추의 포장재질에 따른 단기 저장 중 품질특성)

  • Son, Eun Ji;Hwang, In-Wook;Chung, Shin-Kyo
    • Food Science and Preservation
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    • v.22 no.5
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    • pp.623-628
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    • 2015
  • Fresh cut vegetables provide convenience and rapidity to consumers. However, they have a weakness with respect to their short shelf-life due to browning and quality degradation via increased respiration. To overcome this problem, the effect of packaging film on the short-term storage of cut kimchi cabbages was investigated. Polypropylene (PP), oriented polypropylene (OPP), and low-density polyethylene (LDPE) films were used as packaging film, and cut kimchi cabbages were stored in the packaging films at $5^{\circ}C$ for 4 weeks. PP film packaging showed the least weight loss and soluble solids loss after 4 weeks. Titratable acidity increased during storage for all samples, however, the increase rate of titratable acidity in PP and OPP film packaging decreased, which was lower than that of LDPE film packaging. Color values decreased over time during storage. In appearance, PP film packaging was better than other films due to their high transparency. In a sensory test, there was no statistical difference among samples. Taken together, the transparent PP film packaging was more effective for short-term storage of cut kimchi cabbages. Thus, this study provides useful information for the selection of packaging materials for cut kimchi cabbage marketing.

Postharvest Handling and Marketing Management for Making High Salability of Sweetpotatoes (상품성 제고를 위한 고구마 수확 후 관리 및 출하기술)

  • Jeong, Byeong-Choon
    • Proceedings of the Korean Society of Postharvest Science and Technology of Agricultural Products Conference
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    • 2001.06a
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    • pp.51-64
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    • 2001
  • The qualities including taste of sweetpotato stored during the winter which can display in the spring market in Korea are affected by availability of storage for the roots. In order to make high storage availability of sweetpotato, the postharvest handlings should be done thoroughly from the moment of harvest until shipping them to the market. A lot of procedures that must be handled carefully for improving postharvest management are as follows; digging, trimming, gathering, putting in storage containers, carrying them from field to house, curing, storing, washing, drying, selecting marketable roots, packing and shipping to the market, etc.. Sweetpotatoes have a high moisture content, and a relatively thin and delicate skin, and are sensitive to chilling, so careless postharvest handling can lead to both quantitative and qualitative losses which may be extremely high in some circumstances. From now on research has concentrated on the improvement of postharvest conditions to increase yield and lower disease rates. Storage, which makes sweetpotatoes available through out the year, benefits both the producer and the consumer. Seven very important points must be needed in order to get the best quality marketable roots in the storing of sweetpotatos : $\circled1$The storage house must be clean and sanitary, $\circled2$The crop must be harvested before the first frost to avoid low-temperature injury, $\circled3$Particular care must be taken to avoid cutting, bruising, or other injuries of the sweetpotatoes during digging, picking up, grading, placing in containers, and moving to the storage house, $\circled4$Select sound, disease-free roots for storage $\circled5$Sweetpotatoes should be stored in properly stacked containers $\circled6$Cure immediately after harvest, preferably at 32∼33$^{\circ}C$ and 90 to 95 percent relative humidity for 4 to 7 days, After curing the temperature should be reduced to 13$^{\circ}C$ to 16$^{\circ}C$ by ventilating the storage with outside air. $\circled7$Store at 12$^{\circ}C$ to 14$^{\circ}C$ and a relative humidity of 80 to 85 percent. Storage houses should be located on suitable sites and should be tightly constructed and insulated so that temperature and humidity will be uniform. Sweetpotatoes are usually not washed and graded, and lately sometimes washed, graded, waxed, before being shipped to market. Consumer packaging of sweetpotatoes in paper boxes(10-15kg) or film bags is done mainly to aid marketing. The shelf life of washed roots in consumer packs in only 1 to 2 weeks. Weight loss of roots during marketing is much less in perforated film bags than in mesh and paper bags. Perforation of 0.8 to 1kg polyethylene bags with about six 6mm holes is essential ; to lower the internal relative humidity and avoid excessive sprouting, rooting, and dampness. Development and use of better postharvest handling with good storage facilities or marketing methods can minimize sweetpotate losses and has an effect of indirectly increasing productivity and farmer’s income.

The Properties & Limits of Trans-media Contents in TRAIN TO BUSAN and SEOUL STATION: Focusing on the Multimedia expansion of 'Possible Worlds' (<부산행>과 <서울역>에 나타난 트랜스미디어 콘텐츠의 속성과 한계: '가능 세계'의 멀티미디어적 확장을 중심으로)

  • Huh, Eunhee
    • Journal of Korea Multimedia Society
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    • v.23 no.8
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    • pp.1118-1127
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    • 2020
  • Train to Busan(2016) and Seoul Station(2016) contain trans-media properties in terms of the expansion of 'possible worlds' from the original story, and show the cultural and economic potential of the domestic trans-media contents with industrial systems added to the artist's competence of Dir. Yeon Shang-ho, an animator and film director. But they also have limits of the lack of continuity in time and characters between each media, various derived contents and suitable marketing strategy. For the development of Korean trans-media contents, it is necessary to extend the range of contents, find changes in production time and style, and improve the distribution environment to encourage a user to integrate contents from each platforms.

Segmentation of Movie Consumption : An Application of Latent Class Analysis to Korean Film Industry (잠재계층분석기법(Latent Class Analysis)을 활용한 영화 소비자 세분화에 관한 연구)

  • Koo, Kay-Ryung;Lee, Jang-Hyuk
    • Journal of the Korean Operations Research and Management Science Society
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    • v.36 no.4
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    • pp.161-184
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    • 2011
  • As movie demands become more and more diversified, it is necessary for movie related firms to segment a whole heterogeneous market into a number of small homogeneous markets in order to identify the specific needs of consumer groups. Relevant market segmentation helps them to develop valuable offer to target segments through effective marketing planning. In this article, we introduce various segmentation methods and compare their advantages and disadvantages. In particular, we analyze "2009~2010 consumer survey data of Korean Film Industry" by using Latent Class Analysis(LCA), a statistical segmentation method which identifies exclusive set of latent classes based on consumers' responses to an observed categorical and numerical variables. It is applied PROC LCA, a new SAS procedure for conducting LCA and finally get the result of 11 distinctive clusters showing unique characteristics on their buying behaviors.