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Success factors of Korean film industry
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The Korean film industry has been flourishing ever since the success of the film "Swiri" in 1999. Demonstratively, the market share of Korean movies in the domestic film market is presently estimated to approach 40 percent. This is more than twice the figure recorded before 1998 when made-in-Korea movies struggled desperately in the face of Hollywood movies' popularity.
The absolute size of the market is small and it is completely open to the direct competition of Hollywood-produced movies. Yet, despite the terrible conditions, Korean films have managed to overcome the uncertainty of the market.
♥ Five success factors ♥
1. A sense of crisis: A few years ago, the domestic film industry had been experiencing a desperate sense of crisis due to the government's move to ease the screen quota system, and to allow anybody, including U.S. film makers, to import and distribute movies in the domestic film market.
Paradoxically, however, this crisis situation played a role in strengthening the structure of the domestic film industry.
2. Establishment of a cooperative system: After gaining some advanced movie-making skills and knowledge, there were drastic changes made in the three main sectors of the film industry, which are production, investment, and distribution marketing. These three sectors were formed into a horizontal network characterized by open communications. Such smooth cooperative efforts have played a key role in the recent success of the domestic film industry.
3. Attraction of talent: From the end of the 1990s, probably due to the large box office takes of a number of domestic films, the Korean film industry has transformed itself into a vital business. As a result, a younger generation of individuals, pursuing both artistic and monetary rewards have flocked into the industry. These young producers, injected with the so-called "Chungmuro DNA", currently lead the domestic film industry, possessing far better insight than their predecessors.
4. "Code marketing": These talented young people succeeded in maximizing the commercial value of movies by utilizing unique pop culture "codes" or trends. Such various social "codes" included a taste for "yupgi" which embraces the bizarre, dirty, and eccentric. Other codes included certain types of comedy, gangsterism, nostalgia, and exaggeration. The pursuit of traditional Korean values and feelings also contributed to the success of domestic movies, discriminating them from Hollywood-produced ones.
5. New infrastructure: Having laid the groundwork through "code marketing," the next, and ultimate step for domestic films was to attract viewers. Their success in accomplishing this goal is often attributed by film experts to the successive increases in the 3Ss (size, scale, and scope) from the end of the 1990s.
Lastly, high-speed Internet access services, which serve as a route for the "experience marketing" of Korean movies, have also contributed to the rise of the domestic film industry. Core fans head to related movie sites and provide their opinions on films, thereby contributing to drawing more viewers.
Q1) Are there any other things you think as a success factor of Korean film industry?
Q2) What problems do we have in our film industry now? And what is the advantage does Korean film industry have?
Q3) What do you think about one of recent code marketings "Yupki"?
Q4) In the competition of Hollywood-produced movie, what kind of efforts do we need to keep on this Korean movie boom? (viewers, film makers, government, mass media and so forth.)
이 글은「대학연합영어토론동아리」www.pioneerclub.com에서 제공하는 영어토론 정보입니다.
The absolute size of the market is small and it is completely open to the direct competition of Hollywood-produced movies. Yet, despite the terrible conditions, Korean films have managed to overcome the uncertainty of the market.
♥ Five success factors ♥
1. A sense of crisis: A few years ago, the domestic film industry had been experiencing a desperate sense of crisis due to the government's move to ease the screen quota system, and to allow anybody, including U.S. film makers, to import and distribute movies in the domestic film market.
Paradoxically, however, this crisis situation played a role in strengthening the structure of the domestic film industry.
2. Establishment of a cooperative system: After gaining some advanced movie-making skills and knowledge, there were drastic changes made in the three main sectors of the film industry, which are production, investment, and distribution marketing. These three sectors were formed into a horizontal network characterized by open communications. Such smooth cooperative efforts have played a key role in the recent success of the domestic film industry.
3. Attraction of talent: From the end of the 1990s, probably due to the large box office takes of a number of domestic films, the Korean film industry has transformed itself into a vital business. As a result, a younger generation of individuals, pursuing both artistic and monetary rewards have flocked into the industry. These young producers, injected with the so-called "Chungmuro DNA", currently lead the domestic film industry, possessing far better insight than their predecessors.
4. "Code marketing": These talented young people succeeded in maximizing the commercial value of movies by utilizing unique pop culture "codes" or trends. Such various social "codes" included a taste for "yupgi" which embraces the bizarre, dirty, and eccentric. Other codes included certain types of comedy, gangsterism, nostalgia, and exaggeration. The pursuit of traditional Korean values and feelings also contributed to the success of domestic movies, discriminating them from Hollywood-produced ones.
5. New infrastructure: Having laid the groundwork through "code marketing," the next, and ultimate step for domestic films was to attract viewers. Their success in accomplishing this goal is often attributed by film experts to the successive increases in the 3Ss (size, scale, and scope) from the end of the 1990s.
Lastly, high-speed Internet access services, which serve as a route for the "experience marketing" of Korean movies, have also contributed to the rise of the domestic film industry. Core fans head to related movie sites and provide their opinions on films, thereby contributing to drawing more viewers.
Q1) Are there any other things you think as a success factor of Korean film industry?
Q2) What problems do we have in our film industry now? And what is the advantage does Korean film industry have?
Q3) What do you think about one of recent code marketings "Yupki"?
Q4) In the competition of Hollywood-produced movie, what kind of efforts do we need to keep on this Korean movie boom? (viewers, film makers, government, mass media and so forth.)
이 글은「대학연합영어토론동아리」www.pioneerclub.com에서 제공하는 영어토론 정보입니다.
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