지역과 지역기반 영화제의 상생전략－제천국제음악영화제를 중심으로－

A Study on a Win-Win Strategy Between a Local Community and A Community-Based Film Festival

Since 2005, the Jecheon International Music & Film Festival has known as its uniqueness, introducing films related to music. Now, the JIMFF is one of the four largest international film festivals in South Korea. The Jecheon International Music and Film Festival is currently the only music and film festival in Asia. The theme of the JIMFF is “The World’s First Healing and Relaxing Music and Film Festival”. So far, there is no doubt about some benefits of the JIMFF among Jecheon citizens; however, as the festival is becoming bigger and bigger, citizens are paying more taxes. Some argue that the JIMFF should be able to boost the local economy since the city spends almost 1 million dollars a year for the JIMFF. This research begins with this controversial situation. Both the local community and the JIMFF are very important. The JIMFF does not belong to only one side. The JIMFF should give clear benefits to both sides. This paper explores what strategies make both the local community-based film festival and the community itself to be successful. First, I will research the prior studies on music and film festivals’strategies in terms of city branding. In conclusion, I will suggest the brand new strategies fitting into the JIMFF to make it much mature and unique.