• 유통과학연구
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• 제14권10호
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• pp.147-152
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• 2016

Purpose - High quality films are affected by both the production stage and various variables such as the size of the movie investment and marketing that changes consumers' perceptions. Consumer preferences should be recognized first to ensure that the movie is successful. If a film is produced without pre-investigation and analysis of consumer demand and taste, the probability of success will be low. This study investigates the balance of production costs, marketing costs, and profits using game theory, suggesting an optimization strategy using the simplex method of linear programming. Research design, data, and methodology - Before the release of the movie, initial demand is assumed to be driven largely by marketing costs. In the next phase, demand is assumed to be driven purely by a movie's production cost and quality, which might also further determine consumer demand. Thus, it is essential to determine how to distribute pure production costs and other costs (marketing) in a limited movie production budget. Moreover, it should be taken into account how to optimally distribute under the assumption that the audience and production company's input resources are limited. This research simplifies the assumptions for large-scale and relatively small-scale movie investments and examines how movie distribution participant profits differ when each cost is invested differently. Results - When first movers or market leaders have to choose both quality and marketing, it has been proven that pursuing a strategy choosing only one is more likely than choosing both. In this situation, market leaders should maximize marketing costs under the premise that market leaders will not lag their quality behind the quality of second movers. Additionally, focusing on movie marketing that produces a quick effect while ceding creative activity to increase movie quality is a natural outcome in the movie distribution environment since a cooperative strategy between market competitors is not feasible. Conclusions - Government film development policy should ignore quality competition between movie production companies and focus on preventing marketing competition. If movie production companies focus on movie production quality improvement then a creative competition would ensue.

• Asia Marketing Journal
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• 제15권1호
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• pp.43-55
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• 2013

Since movies are experience goods, consumers are easily influenced by other consumers' behavior. For moviegoers, box office rank is the most credible and easily accessible information. Many studies have found that the relationship between a movie's box office rank and its revenue departs from the Pareto distribution, and this phenomenon has been named "increasing returns to information." The primary objective of the current research is to apply the empirical model proposed by De Vany and Walls (1996) to the Korean movie market in order to examine whether the same phenomenon prevails in the Korean movie market. The other purpose of the present study is to provide managers with useful implications about the release timing of a movie by finding different curvatures that depend upon seasonality. The empirical test on the Korean movie market shows similar results as prior studies conducted on the U.S., Hong Kong, and U.K. movie markets. The phenomenon of increasing returns is generated by information transmission among consumers, which makes some movies become blockbusters and others bombs. The proposed model can also be interpreted in such a way that a change in the rank has a nonlinear effect on the movie's performance. If a movie climbs up the chart, it would be rewarded more than its proportion. On the other hand, if a movie falls down in the ranks, its performance would drop rapidly. The research result also indicates that the phenomenon of increasing returns occurs differently depending on when the movies are released. Since the tendency of the increasing returns to information is stronger during the peak seasons, movie marketers should decide upon the release timing of a movie based on its competitiveness. If a movie has substantial potential to incur positive word-of-mouth, it would be more reasonable to release the movie during the peak season to enjoy increasing returns. Otherwise, a movie should be released during the low season to minimize the risk of being dropped from the chart.

• 한국경제지리학회지
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• 제8권1호
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• pp.107-130
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• 2005

본 연구의 목적은 인터넷이 발달함에 따라 최근 주목받고 있는 인터넷 영화산업의 공간적 분포와 입지적 특성을 파악하고, 인터넷 영화산업의 가치사슬과 인터넷 영화의 유통구조를 분석하고, 인터넷 영화 사업체들의 연계성과 이들의 공간적 집적화 현상을 파악하려는 것이다. 인터넷 영화산업은 영화 콘텐츠와 관련된 기술의 발달, 인터넷의 광대역화와 초고속통신망의 확충 및 영화 컨텐츠에 대한 수요 증가로 인해 급성장하고 있다. 우리나라 인터넷 영화산업의 74$\%$는 서울에 집중하고 있었으며, 서울에서도 강남구와 서초구 일부지역에 집적하고 있다 인터넷 영화산업의 입지선정에 영향을 준 중요한 요인으로는 동종$\cdot$유사업체의 근접성, 교통의 편리성, 장소의 지명도, 기술관련 업체와의 근접성 순으로 나타났다. 인터넷 영화산업은'콘텐츠 공급 $\rightarrow$ 콘텐츠 유통 $\rightarrow$ 서비스 공급'이라는 가치사슬로 이루어져 있자만, VOD판권 소유자, VOD판권 유통대행사, 서비스 공급자들이 가치사슬 전반에 참여하면서 매우 복잡한 유통구조를 형성하고 있다. 인터넷 영화사업체들은 인터넷 영화를 서비스하기 위해 영화 콘덴츠 제공업체 기술 $\cdot$ 운영지원업체, 주요 고객업체, 그리고 협력 $\cdot$ 제휴업체들과의 긴밀한 네트워킹을 구축하고 있으며, 이들은 국지적으로 집적하여 공식적, 비공식적인 모임을 통해서 시너지 효과를 창출하고 있다.

• 지역연구
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• 제9권2호
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• pp.71-87
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• 1993

The purpose of this study is to analyze the restructuring processes of the locations of service industry whose demand has been decrease rapidly. The demand of movie theater has been change dramatically during the last three decades. the spatial distribution patterns of movie theaters have been changed according to the changes in the demand. In order to investigate the locational charateristics of movie theaters, in seoul we surveyed the consumer's behavior. We focused on the study to examine the relationships between the locations of movie theaters and transportation development. Especially, We look at the impacts of the development of subway networks on the locations of movie theaters in Seoul. The dvelopment of subway networks has played a very of movie theaters location. The hierarchicla structures of movie theaters have also chaged. Inspite of declining in the demand for movie theater, the number of first-run movie theaters has been increased continuously. The number of second-run movie theaters has been decreased dramatically. Some of them has been upgraded to first-run theater and some of them has been smallized. But, most of them have been closed. An the other hand the quality of movie theater facilities tends to be higher, while the sizes of movie theaters tends to be smallized.

• 유통과학연구
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• 제15권9호
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• pp.85-93
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• 2017

Purpose - The volume and valence of online word-of-mouth(eWOM) have become an important part of the retailer's market success for a wide range of products. This study aims to investigate how the growth of eWOM has generated the product's final financial outcomes in the introductory period influences. Research design, data, and methodology - This study uses weekly box office performance for 117 movies released in the South Korea from July 2015 to June 2016 using Korean Film Council(KOFIC) database. 292,371 posted online review messages were collected from NAVER movie review bulletin board. Using regression analysis, we test whether eWOM incurred during the opening week is valuable to explain the last of box office performance. Three major eWOM metrics were considered after controlling for the major distributional factors. Results - Results support that major eWOM variables play a significant role in box-office outcome prediction. Especially, the growth rate of the positive eWOM volume has a significant effect on the growth potential in sales. Conclusions - The findings highlight that the speed of eWOM growth has an informational value to understand the market reaction to a new product beyond valence and volume. Movie distributors need to take positive online eWOM growth into account to make optimal screen allocation decisions after release.

• 방송공학회논문지
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• 제9권2호
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• pp.119-130
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• 2004

We have developed a prototype super-high-definition (SHD) digital cinema distribution system that can store, transmit, and display eight-million-pixel motion pictures that have the image quality of a 35-mm film movie. The system contains a movie server, a real-time decoder, and an SHB projector. Using a Gigabit Ethernet link and TCP/IP, the server transmits JPEG2000 compressed motion picture data streams to the decoder at transmission speeds as high as 300 Mbps. The received data streams are decompressed by the decoder, and then projected onto a screen via the projector. By using an enlarged TCP window, multiple TCP streams, and a shaping function to control the data transmission quantity, we achieved real-time streaming of SHD movie data at about 300 Mbps between Chicago and Los Angeles, a distance of more than 3000 km. We also improved the decoder performance to show movies with Image qualities of 450 Mbps or higher. Since UDP is more suitable than TCP for fast long-distance streaming, we have developed an SHD digital cinema UDP relay system, in which UDP is used for transmission over a fast long-distance network. By using four pairs of server-side-proxy and decoder-side-proxy, 450-Mbps movie data streams could be transmitted.

• 한국콘텐츠학회논문지
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• 제11권1호
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• pp.429-437
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• 2011

영화 네트워크도 다른 사회 네트워크와 마찬가지로 멱함수 분포 특성을 지닌 척도 없는 네트워크로 알려져 있다. 본 연구는 2000년부터 2009년까지 10년간 상영된 한국영화 799편에 등장하는 배우 및 감독의 네트워크를 구축하고 특성을 분석하였다. 영화감독 네트워크를 구축하고, 이 네트워크로 부터 3편 이상을 연출하고 70%이상의 백만 관객을 동원한 감독 중에서 영화 편당 관객 수가 높은 상위 10명의 감독을 추출하였다. 한국영화 799편을 관객 동원력에 따라 3등급으로 구분하고 각 등급에 일정 편수 이상 출연한 배우들을 중심으로 네트워크를 구축하였다. 그리고 70% 이상의 백만 관객 동원율을 가진 편당 관객 동원수가 높은 상위 20명의 배우를 추출하였다. 배우 및 감독 30명이 출연하거나 연출한 영화를 중심으로 2000년대 한국 영화의 중심을 이루고 있는 핵심 영화 네트워크를 구축하여 장르별 상위 관중 동원력을 가진 영화배우와 영화감독을 도출하였다. 이 핵심 네트워크로부터 향후 관중 동원력이 높은 영화를 제작할 수 있는 감독, 배우, 장르의 조합을 2010년의 실제 상황과 비교분석하였다. 본 연구 결과는 궁극적으로 네트워크를 바탕으로 한국 영화 관객 동원력을 예측할 수 있는 방법을 제시하고자 한다.

• 한국엔터테인먼트산업학회논문지
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• 제13권6호
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• pp.15-24
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• 2019

할리우드 전통 영화 회사들이 스트리밍(streaming media) 콘텐츠로 위주의 새로운 회사가 가져올 위협에 지속적으로 직면하고 있다. 본 연구는 최신 시장 데이터 통계를 바탕으로 제작, 배급, 상영, 해외시장 등 여러 측면에서 2018년 북미 영화산업이 글로벌 디지털 미디어 대응 과정에서 변화와 발전을 분석하여, 또한 할리우드 주류 영화회사들이 새로운 미디어 소비 환경에서 자신의 구조와 운영 시스템 조정을 통하여 발전을 유지하는 데 효과적인 조치를 살펴보고자 한다.

• 유통과학연구
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• 제12권4호
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• pp.73-83
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• 2014

Purpose - This study aims to classify and extend the consumer value of movie theaters into various values such as functional value, emotional value, social value, epistemic value, and conditional value based on the theory of consumption value by Sheth, Newman and Gross (1991). It also aims to verify the path structure of consumption value→customer satisfaction→behavior intention of movie theaters to confirm its generalization. Research design, data, and methodology - This study was conducted by collecting data on Kimpo university students from various areas in Incheon, Northern Seoul, Ilsan, Kyonggi Province, and Kimpo City. The survey was conducted by distributing 280 survey papers from Oct. 5 to 15, 2013 and collecting 238 of them. The final analysis used 208 questionnaires, after excluding 30 invalid responses. The statistical analysis of this study used the SPSS 19.0 statistics package. Results - The results of the survey are as follows: First, consumption values of movie theaters are classified into the following five groups: functional value, emotional value, social value, epistemic value, and conditional value. This study verified that consumption values play a role as a previous variable of customer satisfaction. Second, functional value, emotional value, and epistemic value have positive effects on customer satisfaction. On the other hand, social value and conditional value do not affect customer satisfaction. Finally, customer satisfaction has a positive impact on behavior intention. Theater users have an intention to re-use or recommend the movie theater they used when they are satisfied with a movie theater's physical environment and services. Conclusions - This study can provide academic and practical implications as follows based on the results mentioned above. First, academic implications can be found in that consumption values of movie theater users are classified into five values based on the theory of consumption value by Sheth et al. (1991). In the previous study, the service quality of a movie theater was studied based on the service quality of service encounters and a physical environment→customer satisfaction→behavior intention path structure. However, this study was verified by a consumption value→customer satisfaction→behavior intention path structure to classify consumption value, but not service quality or perceived value of quality, to confirm this generalization. Second, practical implications can be found in that the relative impact of consumption value of movie theaters on consumer satisfaction showed that functional value was followed by epistemic value and emotional value. In the previous study on movie theaters, previous variables of customer satisfaction were separated only by functional service quality including service encounters and physical environment; in some other studies, quality of service encounter had a direct effect on customer satisfaction. Accordingly, a marketing manager of a movie theater should develop various differentiated services by reflecting not only functional value such as service encounters and physical environment but also epistemic value and emotional value.

• 유통과학연구
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• 제13권10호
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• pp.109-114
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• 2015

Purpose - The movie market has the characteristics of being a perfectly competitive market as well as a pure monopolistic market at the same time. This is because there are competitors in the industry but prices, although not fixed, have not changed a lot. Price competition may not have spread, but the competition is focused on artistic value, and the degree of box office success is most important. The artistic value is determined in the course of the production process. However, the degree of box office success is dependent upon the marketing manager. The marketing strategy represents the difference in the standard or quality of the movie. Inherently, the marketing manager adopts the entertainment strategy based on the quality of the foundation of the completed movie. At this time, the marketing manager knows the pertinent information (high quality/low quality) regarding the movie. This research study tries to reveal what should be the reasonable movie marketing expense, dependent on the quality of the movie. Research design, data, and methodology - Using a game scenario with different market players, the goal of the research analysis is to find out the following. First, the marketing expense is determined to maximize the profits after film production. Second, after the production costs are already committed, the manufacturer gets to choose the marketing level. At this time, there will be a profit maximization point, considering the competition. The premise of the research is as follows: if it is a good movie of quality, positive word of mouth increasing the audience continuously slows down the speed of the demand curve. If the movie quality is bad, the negative word of mouth decreasing the audience gradually hastens the speed of the demand curve. On the marketing side, when the manufacturer invests heavily in the marketing expense of the movie, consumer expectations increase to drive up the audience numbers. On the other hand, it is difficult to improve the profits excessively. When the manufacturer invests in marketing a little bit, the marketing expense is only relatively committed, therefore a lot of demand cannot be gained. Results - If a fixed market share is in a competitive situation, a low quality manufacturer expends relatively more marketing expense. If the situation assumes two manufacturers spend the same for the cost of production, the high quality manufacturer takes more profit. If the manufacturer expends less marketing budget to save costs, the optimum profit cannot be achieved since the other party (opponent) grabs the initial market share. Conclusions - In conclusion, investment is essential for market share to increase. We must refrain from a zero-sum game and have models where the game participants pursue the creative profits together. In the current film industry, there is the dominating logic of winner and loser but we have to create a film industry environment where the participants can be altogether satisfied and live together.