한국 영화의 해외 2차시장 수익증대 전략 (Revenue Increasing Strategy of Korean Films in the Global Ancillary Market)

서지정보

· 발행기관 : 한국경영학회
· 수록지 정보 : 경영학연구 / 36권 / 6호 / 1627 ~ 1652페이지
· 저자명 : 김미라, 김혜전

초록

이 연구는 현재 한국 영화산업에 있어 해외 수출의 위기를 인식하고 현 수익구조를 개선시키기 위해 수행되었다. 전 세계적으로 2차 시장의 규모는 극장 상영시장의 3배에 이르며 외국어 영화로 분류되는 한국영화는 이 시장에서 특히 그 성과가 두드러지나, 올라이트(all right)판매 방식에서는 이러한 성과에 맞는 수익을 가져오기 어려운 게 현실이다. 이러한필요성에 의해 우선 왜 2차 시장에 진출해야 하는가와 관련한 시장의 중요도 및 가능성을 개괄적으로 살펴보고, 2차 시장에서의 주요 수익모델을 분석하여 한국영화의 해외 진출 전략에의 시사점을 찾는다. 이를 바탕으로 첫째, 비디오/DVD 시장을 중심으로 제작 및 유통 측면에서의 수익개선 전략, 둘째, 홀드백 이동을 통한 시기전략, 셋째, 시장 선택에 기초한 마케팅 전략을 제시할 것이다. 이는 결론적으로 한국 영화의 2차 시장 직접 진출을 의미하며 장기적인 관점에서도 한국영화의 수익을 개선하고 시장 확대를 가져온다는 점에서 필수적이다.

영어초록

Korean film industry is experiencing a chronic crisis after the dramatic growth of exports which peaked in 2005. The general object of this research is to recognize the crisis of film exports and improve the current revenue structure.
Most strategies regarding Korean films have been focused on the theatrical market that occupies almost 80% of Korean film industry. On the contrary, global market size of ancillary market amounts up to 300% of theatrical market. In addition, the gross of ancillary market is increasing over the world, which is expected to have the strong possibility still to grow. In the world film market, Korean films as the genre of Asian or Foreign movies have gained a great profit especially in the ancillary market. Current export system were analyzed as 4 different export types, however, most films rights are sold in all-rights form which generates inferior position for korean film companies to make profit from market success in foreign countries.
There analyzed the major three obstacles to the success of korean films in ancillary market. First, revenue structure built mainly for the foreign distribution companies hardly contribute to revenue of Korean film companies. Second, weak partnership between foreign distribution companies and Korean original distribution companies often cause the failure in the holdback control, which decreases the whole revenue worldwide. Third, foreign companies’ shallow understandings towards the contents cause the wrong way of marketing, which brought the fall of Korean film export as well as the disappointment of consumers abroad.
The next step is to research business models of other distribution companies who successfully takes part in the ancillary market. Analysis of four major companies who have their own philosophy in ancillary market distributions (Toei in Japan, Tartan in UK, Warner Brothers in Korea, KINO International in United States) suggested the basis of this strategy. The strategy is composed of three solutions towards the three obstacles mentioned above; 1) Revenue structure strategy 2) holdback strategy 3)marketing strategy.
1) Key point of revenue strategy is to distribute overseas, excluding the foreign distribution companies who have been charge of. In spite of inferior revenue structure to the foreign distribution companies, korean companies had to depend on the sales of rights since the needs for Korean films were too small for branching out. But as the demand increases and position of Korean film improves, both the possibilities and the necessity of direct distribution have increased. Current system limited the revenue at minimum guarantees and small percentage of final EBIT which systemically hard to exceed 7.5%. In-house producing and direct distribution enables the improvement of revenue up to 50-75%.
2) Holdback period exists to maximize total sales by differentiating the windows of films.
Although films take years to produce, they have short life-cycle caused by limited distribution channels and low repeat purchase. This holdback strategy presents the possibility of maximizing the sales in the short life-cycle using the worldwide windows, Ordinary holdback order of Korean films was ‘domestic theater - domestic ancillary - internet VOD - overseas theater - overseas video/DVD - overseas TV’. But as the film export become general for Korean films, holdback concept should be resettled considering global windows to prevent cannibalization by illegal market. The strategy consider three variables that move the holdback line; the characteristics of the contents, situation of export market, the advent of new windows.
3) Marketing strategy can be changed from market-oriented to contents-oriented. As the contents were mostly not created for foreign consumers, market-oriented strategy can cause critical mistake approaching the target. The strength of this direct distribution strategy is the precise understanding of the contents. Based on the contents, film companies choose the market to export and perform the marketing appropriate both for the market and the contents. This research provide the criteria model for choosing market and the brief marketing strategy of each market.

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