영화 시장에서 3D 입체 영화의 시장 행위와 성과에 관한 연구

A Study on Market Conduct and Market Performance of 3D Cinema in Film Market

Technical parts and Aesthetics of 3D cinema such as Avatar(2009), Natalie(2010) and Sector 7(2011) were studied and analyzed. These studies are needed. But 3D cinema should be studied in approach of the industry because movies are produced, released, screened in market. So this essay focuses on analyzing 3D cinema on the base of Industrial organization theory consisting of market structure - market conduct - market performance. The market structure of film industry is analyzed. The result is following. The entry barrier is low so that a lot of new movie companies enter the market easily. So the competition among many movie companies is intense. This situation forces the film company to making differentiated product, differentiated movie such as 3D cinema. Movie companies analyze the market signals to make a decision for the market conduct such as making 3D cinema. The market signals give both good news and bad news. The bad news of the market signals is raising the cost of the production and the problem of the human factor. But the market signals give three good news. First, viewers are wiling to pay higher fee to watch 3D cinema. It is proved by watching Avatar and so on. Second, 3D screen is increased. It means that 3D cinema can be multi-released. Third, 3D TV is supplied broadly. 3D cinema can be sold in the secondary market like IPTV, Internet VOD and so on. These good market signals influence on making 3D cinema, Natalie and Sector 7 in Korea. Lastly, let’s analyze the market performance of the Natalie and Sector 7. These movies are nonprofitable. But the know-hows of producing the 3D cinema such as setting lighting etc is accumulated. These know-hows can be helpful when the next 3D cinema is made.