영화의 창구화와 유통전략에 대한 연구

A Study on the Windowing and Distribution Order of the Additional Film Market: The DVD holdback system and distinction policy

Film is the core content of 'One-Source Multi-Use' as well as having 'window effect' as its distinction. Excluding its first window, the theater screenings, the additional market in the film industry is defined as market of Video, DVD, TV, Cable TV, Pay-Per-View, VOD, and overseas market. It not only is the window for additional revenues but also is a complementary to the risk of box office. Here, we researched on the changes of holdback terms and strategy of the distinctive contents and price, which both was found as the result and reason of recent domestic additional market decline that was due to the unformed DVD market. It was proved by the holdback term research that the DVDs were generally released 14 days after the videos, which makes dominated by the rental centered consumer culture; and because of the shorter-term broadcastings of the TV stations, the duration period of DVDs in the market can hardly be secured. This research also emphasizes on the necessity of differentiating the price and strategy from the rental to sell-through uses, as well as by each content features.