관객동원에 미치는 프로모션의 영향 분석

In the beginning of new millennium, Korean films have acquired more extensive market share than ever and there has been more keen competition among each film producers or distributors in terms of attracting spectators into box offices. Accordingly, a film without well-formulated marketing strategy and reasonable promotion could not run off but take fadeouts. In this viewpoint, this study intends to analyze and examine which factors of domestic film promotion strategy have influences on leading spectators into box offices, in terms of remarkable industrial performance recent Korean films have showed up. For this purpose, this study focused on looking into various promotion strategies from domestic film producers or specialized film promoters and examining the influences of those strategies on leading spectators into box offices, so as to contribute to enhance the box-office power of Korean films in the future and make corresponding promotion strategies. This study was based on many literatures and questionnaire surveys on general film industry and spectators' favor in selecting films. Moreover, a questionnaire was made to examine which factors of different film promotion strategies could have effects on box-office success. The result of this study can be summarized as follows: First of all, it was found that TV were most effective on film promotion in terms of all promotion media. Under the influence of the increased channels and programs specializing in film or entertainment information via cable or satellite TV as well as existing airwave broadcasting, it may be attributed to the style of contemporary film promotion which gets along well with the contents of show or entertain program on air, because such promotion style appeals to spectators along with entertaining elements full of visual pleasure so that they can more easily recognize film promotion. On the contrary, it was noted that film promotion via Internet had relatively less effects on box-office results than via other media, although Internet was still highly ranked as a new promotion media owing to its reasonable expense and availability as an interactive communication. Despite recently developing various Internet tools for film promotion via web, movie file, screen saver, poster download link, etc., those film promotion media on Internet have been considered as promotion activities from production companies rather than as an information by spectators. Therefore, it can be said that there are potential limitations in building up informational reliability in the objective level. In this study, it was also proven that oral transmission was most effective in film promotion after new release as shown in conventional film promotion. Of course, it was noted that longer release of a film along with box-office success likely led to more effects, and the evaluation and recommendation from neighboring people or fellows had more effects on box-office results than those from experts in film such as film critic.