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학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
The tension between the business and creative forces is an essential feature of film. Even though a hundred years after its invention it has established itself as one of the most powerful cultural products we have, film is an economic commodity. The complex relationship between the cultural and economic power of film which has been such a prominent feature through its history, looks set to continue, and even grow in importance in the decades ahead. According to Marshall McLuhan, the film not only accompanied the first great consumer age, but was also incentive, advertisement and in itself, a major commodity. In other words, before film can be considered as a cultural object, it must first be conceived as an industry. Film industry has a vital contribution to make to the economy as well as to the cultural vitality. There is a lot rhetoric surrounding this issue. There is a purely economic rhetoric, which presents the issue as solely one of free markets and consumer choice. And there is a cultural rhetoric, which talks of cultural identities, of language as the soul of a nation, and so on.
From of practical point of view, each film must earn a critical level of box-office revenue to survive. Box-office receipts are only one source of revenues for a Hollywood film, but the theatrical release usually precedes release in other outlets and sets the value for the markets follow. The gross box-office is the best indicator of size of a film market. During a film's theatrical lifetime, the critical level changes as audiences changes. The most important determinant of a success of all is that the audience loves it. About 65~70 percent of all films earn their maximum box-office revenue in the first week of release. For this, Hollywood brings to the opening-stars, massive advertising, many screens and big production budget, which establish the economic value of film as a marketable commodity to generate high levels of awareness. These marketing strategies are aimed at controlling the initial conditions in order to give a film a good launch.
People in film business always attempt to formulate a way of working that offers a practical means of combining financial prudence and cultural ambition. In Hollywood creative decisions are made in a commercial context. As a result, Hollywood became the heart of the film industry, the very essence of a mass culture. Hollywood films have become the worldwide standard of commercial film-making. On the other hand, the world market for film is growing at explosive rate. The issues of trade in cultural products including film form essential parts of negotiations of the WTO, GATTs successor body. In film business, this issue gives rise to active cultural campaigning to defend local and particularistic identities.
From of practical point of view, each film must earn a critical level of box-office revenue to survive. Box-office receipts are only one source of revenues for a Hollywood film, but the theatrical release usually precedes release in other outlets and sets the value for the markets follow. The gross box-office is the best indicator of size of a film market. During a film's theatrical lifetime, the critical level changes as audiences changes. The most important determinant of a success of all is that the audience loves it. About 65~70 percent of all films earn their maximum box-office revenue in the first week of release. For this, Hollywood brings to the opening-stars, massive advertising, many screens and big production budget, which establish the economic value of film as a marketable commodity to generate high levels of awareness. These marketing strategies are aimed at controlling the initial conditions in order to give a film a good launch.
People in film business always attempt to formulate a way of working that offers a practical means of combining financial prudence and cultural ambition. In Hollywood creative decisions are made in a commercial context. As a result, Hollywood became the heart of the film industry, the very essence of a mass culture. Hollywood films have become the worldwide standard of commercial film-making. On the other hand, the world market for film is growing at explosive rate. The issues of trade in cultural products including film form essential parts of negotiations of the WTO, GATTs successor body. In film business, this issue gives rise to active cultural campaigning to defend local and particularistic identities.
목차
1. 서론
2. 문화적 가치와 영화의 경제적 정의
3. 박스오피스: 시장의 첫 번째 매혹적인 약속 또는 냉혹한 수익성의 논리
4. 결론
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