Abstract

Clustering by Life Cycle of Motion Picture

Ahn,Sung-ah(Assistant Professor, Film & Entertainment Business, Chugye Arts University)

Kim,Tae-joon(Analysis Manager, DAVE Company)

The Korean film market has grown. The purpose of the study is to measure the life cycle pattern of the motion pictures shown in Korea and find groups having a similar pattern along with Jedidi et al(1998). We find four groups based on opening share and decay rate. The first group consists of traditional blockbusters, while the second group is movies having completeness and popularity. The motion pictures in third group are almost Korean films and last group is composed of unfamiliar story or director-oriented films rather then consumer-oriented ones. The significant variables in deciding on motion picture¡¯s pattern are the number of screens, awards, Korean films, genres, classifications for movie, and competition. Comparing to cross-sectional studies, this research provides more practical and useful implications to film producers and investors by examining the importance of movie characteristics varying in time.

Key words : motion pictures, success factor, product life cycle, cluster analysis