• Korean Management Science Review
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• v.32 no.2
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• pp.125-143
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• 2015

When studying the film industry, researchers have seldom addressed the dynamic interaction between marketing information and word of mouth in the motion picture industry mainly because of the limitation of traditional research methodologies. This study explores integration and competition among important variables influencing on audience's choice on movie selection, particularly by using a new method of agent-based modeling including competitive environment. Decision process of moviegoer composed of transition probability based on multinomial logit model, considering marketing and box-office information, critique, and word of mouth from other moviegoers. After validating the fitness of market share among released movies, this study conducted a set of simulation experiments considering several variables such as market size, change of weight between variables, and movie performance under competition. Propositions are derived from the simulation results is also suggested for future research.

• Archives of design research
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• v.17 no.3
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• pp.303-312
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• 2004

The purpose of this study is to activate the study on movercial. To accomplish of this, the objectives of this study are two-fold. First, this study attempts to find out how movercial are interpreted and experienced compared to product placement; and secondly, to delineate experience and interpretation in terms of the themes of movie centrality and consumption-specific relevance. This study attempted qualitative approach comparing to the criteria consisted of the themes of movie centrality and consumption-specific relevance to gain in-depth understanding of how movercial which is popped up and regarded as a newly creative format in the diffusion of internet culture and mobile communication environment is experienced and interpreted. For this aim, the moviegoer informants were classified into frequent and infrequent based on the classification method of previous product placement study of Delorme & Reid(1999) and Focus Group Interviews and In-depth Interviews were executed for understanding of how are experienced. Major implications of this study were as follows. First, prior experience of brand exposure from movercial enhanced familiarity for advertising in real-life. Second, movercial can be used to influential tools for purchasing decision with advertising and product placement. Third, informants experienced uncomfortable feeling of change and discomfort against the format of hybrid commercial message such as movercial and PPL which is penetrating into the culture and art at large.

• Journal of Information Technology Applications and Management
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• v.26 no.6
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• pp.139-157
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• 2019

This study is intended for demonstrating the impacts of different factors on the formation of online consumer engagement behavior of young Chinese moviegoer in Korea. Based on Value-Exchange Model [Itani et al., 2019], we build research model to reveal the relationships among perceived enjoyment, perceived movie information value, multiplex-audience relationship quality, multiplex usage satisfaction, and online consumer engagement through experiments on valid data we collected from 186 participants who had lived in Korea and experienced the multiplex pages of top 3 movie theaters, where Smart PLS 3.0 is the tool used for statistical analysis. The experimental results show that both perceived enjoyment and perceived movie information value positively correlate to multiplex-audience relationship quality, and multiplex audience relationship quality significantly influences multiplex usage satisfaction and online consumer engagement. In addition, it is found that relationship quality plays the role of mediator between perceived enjoyment and satisfaction. The findings from this study offer both academic and managerial implications for movie distributors who are interested in developing potential Chinese consumer market in Korea.

• The Journal of the Korea Contents Association
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• v.11 no.2
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• pp.238-250
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• 2011

In 2006, the number of days of the screen quota (theatrical movie screening days of Korean produced films in a year required by the law) was reduced to 73 days from 146 days per year. Three years after the reduction of screen quota, this paper studies the impact of reduction of screen quota system on Korean produced films. Using Non-parametric statistics, Gini Index and Regression analysis, this study shows that the average number of Korean moviegoer of Korean films which was released last three years(2007-2009) after the cutback of screen quota in 2006 is reduced to 640,109.9123 from 1,107,217.82 for three years(2003-2005) before the cutback. And this is significant in statistics. while Hollywood film gets 76,168,518 more audiences than the total number of audience for 2003-2005, the total numbers of Korean films is cut to 218,917,590 (2007-2009) from 245,802,356 (2003-2005). Gini Index of 2009(0.84) indicates that the inequality of a distribution of box office performance of Korean films is getting worse after the cutback. For now, the reduction of screen quota has negative effects for Korean films. Only the technological advance, education of relates personnel, redesigning of the related infrastructure, market-driven movies, creative production, and the promotion of the independent films can reduced the negative effects.