유니버설 스튜디오와 디즈니랜드의 영화콘텐츠 활용연구

Abstract

Interest in the cultural contents industry is increasing. This study on the cultural contents industry focuses on Universal Studios and Disneyland in Hollywood. This study starts with a consideration of the situation in these two cultural contents hubs, and expands its discussion of the cultural contents industry to the perspective of producers. The researchers are aware of the conditions related to visual contents derivation and analogous situations. In particular, it is difficult to get desirable benefits from only one source in the contents industry. Most producers adopt the strategy of producing products through various media. The most appropriate phrase with which to depict the above situation is ‘one source multi-use’ (OSMU). OSMU is a process that circulates a specific product in various media, and constructs and sustains positive images. The purpose of this study is to examine the contents derivation structure in the motion picture industry. How is the contents derivation structure defined in Hollywood? How can such structure be modified and expanded using the analogy of an amusement park? Answers to these questions are looked up in related materials. A quantitative analysis was also conducted to know how OSMU is managed in the motion picture industry in Hollywood. First, the concept of OSMU and the window effect were modified from the perspective of their substitutive and supplementary relations. Based on these relations and the compatibility of the products, OSMU was studied from multiple perspectives. A method of practical operation and promotion of the synergy effect of OSMU through Universal Studios and Disneyland was also discussed to explain the flow of the development and reorganization of cultural contents. This study points out the latest researches on the cultural contents business in Hollywood, particularly in Universal Studios and Disneyland. It analyzes how motion pictures’ OSMU strategy emerged from the perspective of multiple dimensions. In Hollywood, the word ‘OSMU’ is used and applied to diverse windows. This research examines how sub-category industries are dominated by Universal Studios and Disneyland. The OSMU strategy should accept all concepts related to the motion picture contents industry field.