미국영화와 한국영화의 흥행요인에 관한 비교연구 - 애국심 유발 요인을 중심으로 -

Abstract

This study is concerned with the factors affecting the box office performance of US and Korean movies, focusing on appeal to patriotism. Multiple regressions for 227 US movies screened in the US and 240 Korean movies screened in Korea between 2004 and 2007 that were highly-ranked in terms of domestic box office were used. Dependent variable is domestic box office, and independent variables are production cost, influence of director, influence of actor, genre, rating, bargaining power of distribution companies, consumer reviews for movie and finally appeal to patriotism. A survey of consumers in the US and Korean movie was used to assess appeal to patriotism. The analysis shows that production cost, number of screens, consumer reviews and director (p<0.01) affected the box office performance of a movie in US, in addition to appeal to patriotism (p=0.017) and actor. In Korea, number of screens, genre (comedy or horror) (p<0.01) and appeal to patriotism (p=0.02) affected the box office performance of a movie. There was no difference shown between US and Korean respondents in terms of their average evaluation of appeals to patriotism. As a result, this study shows that appeals to patriotism affect the box office performance of both Korean and US movies.