• Asia Marketing Journal
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• v.11 no.2
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• pp.53-72
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• 2009

In the summer of 2008, the movie Dachimawa Lee: Villain, Get on the Express to Hell is waiting for its first release. This movie is based on a short film which was tremendously popular when it was first introduced on the internet in 2000, and the director Ryu Seung Wahn is expecting a mega hit of the movie this summer. Showbox is one of the leading movie distributors in Korea. After a series of blockbuster hits such as Welcome to Dongmakgol, The Host, and The Chaser, Showbox is now in stagnation. Along with sluggish economy in Korea, most of recent movies distributed by them didn't even reach the breakeven. However, expectation on the upcoming movie, Dachimawa Lee, is higher than ever. Marketing department of Showbox has to decide what kind of media channel to choose and which marketing strategy to apply. It needs to make a decision about whether to target the so-called mania group or the general public of much bigger size. In this case study, the distinctiveness of the movie marketing and its process will be discussed. Moreover, the marketing strategies for Dachimawa Lee's success will be examined in the Showbox's point of view.

• Journal of Korea Multimedia Society
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• v.18 no.3
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• pp.419-428
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• 2015

Stone is a hybrid genre movie in which two different film genres coexist; one is a gangster movie, the other Baduk movie. This film deals with a relationship between an old gangster boss and a young Baduk player. The coexistence of two different worlds becomes a reason for a unique ambiance of this film, because Stone is dynamic and brutal as much as static and meditative. Firstly, this article aims to analyze the narrative structure and characters of this film comparing with conventions of gangster movie genre, especially 'jopok film' of Korean cinema. Secondly, we examine characters of this film and their relationship. Since the economic crisis under the IMF structure, a great part of korean gangster movie has represented the weakness of the fatherhood and the disorganization of family. However, in Stone, the friendship between two heroes, Namhae and Minsu, turns to a father-son relationship. In this way, Stone transformed conventions of film genre.

• Journal of Korean Academy of Nursing Administration
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• v.14 no.1
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• pp.45-50
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• 2008

Purpose: This study was intended to determine how an in-patient guide movie enhanced the understanding of hospital life. Method: A non-equivalent control group post-test design was used for the study. The experimental group was allowed to watch the in-patient guide movie. The in-patient guide booklets were given to the control group for reading. The understanding and satisfaction of the respective programs were surveyed with questionnaires. The data was analyzed using SPSS. Result: The movie watching experimental group had better understanding on the hospital life than the booklet reading control group. The movie watching group had more satisfaction with the guide program than the booklet reading group. The understanding of the hospital life and satisfaction with the program had relevance. Conclusion: This study suggests that the in-patient guide movie would help the would-be in-patients understand and adapt to the hospital life better. Therefore, the in-patient guide movie is considered to be a useful medium to educate in-patients for their hospital life.

• 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 Korea Contents Association
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• v.22 no.8
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• pp.170-179
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• 2022

In the theater-based movie industry, it is known that the diversity of movie consumption is hindered due to concentrated consumption. This study extends the existing discussions on the concentration of movie consumption in theaters to the concentration of online movie consumption. In addition, the study analyzes the impact of Covid-19 pandemic on movie consumption and the concentration thereof. For analysis, panel data for the period from 2012 through 2021 were collected by utilizing the box office data of the Korean Film Council. As a result of the analysis, it was found that the concentration of consumption by movie, country, and genre was higher in theaters than online. Further, the concentration of movie consumption has increased both in theaters and online until the outbreak of Covid-19 pandemic. During the Covid-19 pandemic period, the size of consumption has decreased both in theaters and online, while the concentration of consumption by movie online has increased. The result of this study implies a need for policy-level efforts to convert the trend of consumption concentration for long-term development of the movie industry with secured diversity of movie consumption, and for this, the study suggests that the use of online media would be useful.

• Journal of the Korean Society of Costume
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• v.58 no.8
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• pp.170-183
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• 2008

The purpose of this study is to analyze the characteristics of different images of movie costume centering on the actresses. The perfect examples are the characters from the movie "The Devil Wears Prada", in which the film is about the fashion leaders of the world. This study consists of visual data as well as images including some scenes from the movie. The sources were collected from relative media, articles in journals, internet sites relating to the movies and photos and we have analyzed differentiated each of the character's wardrobes and its characteristics appearing in each image. The result of this study is as follows. First, the characteristic image of Andy, the main character (Anne Hathaway) in the movie changed dramatically. Andy'swardrobe is focused on the character's makeover in the movie as the character changes from a slob dresser to an assistant of the editor-in-chief of the number one fashion magazine in the world. Each scene definitely shows different styles of the latest premier designers' clothes and accessories. On the other hand, Miranda Priestly appears as the fashion leader and icon throughout the whole movie. Her career look in each scene was very chic and sophisticated in the office while her party dresses were sexy and glamorous in the movie where she was at many of the promotion parties and events. The second analysis of characteristic images of movie costumes is comparing the styles of Andy, Miranda and Emily(the other assistant of Miranda). Andy's wardrobe was divided Into two situations-before working for the magazine and while working for Miranda. As Andy's wardrobe began to upscale, the clothing images of Emily and Miranda became less fashionable. As a result of this study, the movie costumes played a vital role in expressing the changes and differentiating each character's images.

• Journal of Acupuncture Research
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• v.26 no.6
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• pp.187-203
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• 2009

Objectives : Korean director Bong Joon-ho's movie 'Mother' is a story about a woman who struggles to save her son from an indictment of murder. This movie premiered at the 2009 Cannes film festival. The present study aimed to investigate the various roles of acupuncture in the plot from the perspective of movie professionals, including critics, writers and producers. Methods : We investigated the meaning of acupuncture as a subject matter in this movie. Participants who work in the film industry or are studying film were included. Survey questions were organized in a two part open-ended questionnaire and in multiple-choice form. The questionnaires were distributed via e-mail or the subjects were contacted directly. Results: In this movie, acupuncture serves at least three roles. The first role it serves is as a symbol of the mother role in her son's life and in her community. Acupuncture also works as a conduit for communication and a means of earning a living for the mother. She strives to clear her son's name by discovering the real murderer through performing acupuncture. Finally, the acupuncture box is crucial in the son's understanding of the mother's role in the crime. Seventy-nine percent of those surveyed responded that acupuncture was an important motif in this movie. Conclusions : These findings, in addition to those of previous studies, suggest that acupuncture can serve as a useful context for mass communication in media. The understanding of the meaning of acupuncture in the movie provides useful information on the perception of acupuncture modality today.

• Asia Marketing Journal
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• v.12 no.2
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• pp.1-25
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• 2010

Motion pictures are so typical experience goods that consumers tend to look for more credible information. Hence, movie audiences consider movie viewers' reviews more important than the information provided by the film distributor. Recently many portal sites allow consumers to post their reviews and opinions so that other people check the number of consumer reviews and scores before going to the theater. There are a few previous researches studying the electronic word of mouth(eWOM) effect in the movie industry. They found that the volume of eWOM influenced the revenue of the movie significantly but the valence of eWOM did not affect it much (Liu 2006). The goal of our research is also to investigate the eWOM effects in general. But our research is different from the previous studies in several aspects. First, we study the eWOM effect in Korean movie industry. In other words, we would like to check whether we can generalize the results of the previous research across countries. The similar econometric models are applied to Korean movie data that include 746,282 consumer reviews on 439 movies. Our results show that both the valence(RATING) and the volume(LNMSG) of the eWOM influence weekly movie revenues. This result is different from the previous research findings that the volume only influences the revenue. We conjectured that the difference of self construal between Asian and American culture may explain this difference (Kitayama 1991). Asians including Koreans have more interdependent self construal than American, so that they are easily affected by other people's thought and suggestion. Hence, the valence of the eWOM affects Koreans' choice of the movie. Second, we find the critical defect of the previous eWOM models and, hence, attempt to correct it. The previous eWOM model assumes that the volume of eWOM (LNMSG) is an independent variable affecting the movie revenue (LNREV). However, the revenue can influence the volume of the eWOM. We think that treating the volume of eWOM as an independent variable a priori is too restrictive. In order to remedy this problem, we employed a simultaneous equation in which the movie revenue and the volume of the eWOM can affect each other. That is, our eWOM model assumes that the revenue (LNREV) and the volume of eWOM (LNMSG) have endogenous relationship where they influence each other. The results from this simultaneous equation model showed that the movie revenue and the eWOM volume interact each other. The movie revenue influences the eWOM volume for the entire 8 weeks. The reverse effect is more complex. Both the volume and the valence of eWOM affect the revenue in the first week, but only the volume affect the revenue for the rest of the weeks. In the first week, consumers may be curious about the movie and look for various kinds of information they can trust, so that they use the both the quantity and quality of consumer reviews. But from the second week, the quality of the eWOM only affects the movie revenue, implying that the review ratings are more important than the number of reviews. Third, our results show that the ratings by professional critics (CRATING) had negative effect to the weekly movie revenue (LNREV). Professional critics often give low ratings to the blockbuster movies that do not have much cinematic quality. Experienced audiences who watch the movie for fun do not trust the professionals' ratings and, hence, tend to go for the low-rated movies by them. In summary, applied to the Korean movie ratings data and employing a simultaneous model, our results are different from the previous eWOM studies: 1) Koreans (or Asians) care about the others' evaluation quality more than quantity, 2) The volume of eWOM is not the cause but the result of the revenue, 3) Professional reviews can give the negative effect to the movie revenue.

• Journal of the Korean Society of Costume
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• v.35
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• pp.195-210
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• 1997

Movie clothing is what is recreated as a character in work after being worn for actors (or actresses). And it is not added for heightening only fantasy but it acts for heightening only fantasy but it acts for reinforcing the side of character or subject. Especially the clothing in color movie gets to have very psychological effect. Thus Accord-ing to the clothing the effect of the represen-tation style may become large and small. So as to make the gesture or attitude of each character valuable in accordance with the ac-tion and expression of the figure clothing is different from other device essentially One may attain various goals through the color of movie clothing, First movie clothing may show the vogue color of the time and the representative time color, Second the color of movie clothing helps one to able to recognize the socio-econmic position of character easily as the color to symbolize the specific jobs such as nurse soldier and doctor etc. Third the color of movie clothing may show the charcter temperament as to whether one is young or old and whether one has pessi-mistic temperament or one is extrovert or introversive etc. easily. Fourth setting the clothing color of hero as the color to set off helps it easy to distinguish from representation staffs. Fifty the whole color establishment of movie clothing gives help to expressing the at-mosphere of movie. Color is one of the most powerful means that the person in charge of clothing may express the character of movie. He should ex-press the feature of a wearer with the colors of each clothing through showing the lack of taste of characters or hinting the resistant character with the clothing color which is not suitable for situation or the conservative character with suppressed color etc. Thus he (or she) should express the clothing color which is suitable for being able to express each character by analyzing the work whole through script and grasping the character of each character so as to establish the clothing which is suitable for individual character.

• Proceedings of the Korean Society for Quality Management Conference
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• 2006.04a
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• pp.95-99
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• 2006

Resulting from a development of Korea's film industry, the number of the audience who visits a movie theater is increasing. so, interest in indoor service which is provided in the movie theater is also increasing, and there are needs for raising a movie theater's competitive power and an endeavor to offer a higher standard of service to customer. thus, this study will define service quality factor of a movie theater and provide ways of improving service quality by analyzing the effect of service quality on customer satisfaction and re-visit intention.