한국영화의 흥행 결정요인과 정책적 시사점

The Determinants of Box-office Performance of Korean Films and Implications for Policies

This paper studies determinants of box-office performance of Korean films and its implications for policies. Literature on films has shown that there are many factors affecting box-office performance such as genre, production costs, P&A costs and number of screens and so forth. For this purpose, it analyzes 470 Korean films from 2003 to 2008. This paper analyzes not only the effects of those factors but those of the reviews of film critics and internet reviews of moviegoers. Different from existing researches, it performs logistic analysis to derive success factors as well as ordinary multivariate regression analysis. We conclude that the success factors of films with more one million audience are marketing expenditure and internet reviews of moviegoers and that of films with more five million audience are the number of screens and marketing expenditure.