The influence of new media marketing public relations on the South Korean film industry -- in relation to the U.S. film industry

Unrestricted In the digital age, as the use of new media increases dramatically among moviegoers seeking to acquire movie information, film marketing public relations in South Korea are being applied to diverse outlets such as blogs, videocasts, online social networking sites, and mobile TVs. This study analyzes the way in which the strategic use of new media capable of generating rapid word-of-mouth can affect the success of "sleeper hits" at the box office. To examine this hypothesis, interviews, a focus group and secondary research have been conducted. The study also includes a description of the U.S. film industry with respect to its market, filmmakers/distributors, moviegoers and new media habits. -- This analysis concludes that a number of "sleeper films" have achieved unprecedented success at the box office in the U.S. and Korea since new media has emerged. At the same time, generating word-of-mouth buzz does not always guarantee the box office success of a film, creating an uncertainty about the overall effects of new media that necessitates more extensive research.

无限制（Unrestricted）：在数字时代，寻求获取电影资讯的观影群体对新媒体的使用量急剧攀升，韩国电影营销公关正被应用于博客、视频播客、在线社交网站及移动电视等多元传播渠道。本研究旨在剖析能够催生快速口碑传播的新媒体战略应用，会如何影响冷门爆款影片（sleeper hit）的票房表现。为验证该研究假设，本研究开展了访谈、焦点小组（focus group）座谈以及二手资料调研。此外，本研究还针对美国电影产业的市场格局、制片方与发行方、观影群体及新媒体使用习惯展开了相关阐述。——本分析得出结论：自新媒体兴起以来，美国与韩国已有多部冷门爆款影片斩获了前所未有的票房佳绩。但与此同时，营造口碑热度并非总能确保影片票房成功，这使得新媒体的整体效应存在不确定性，亟待开展更深入的研究。