ABSTRACT

A Study of Producers Role in Production of Commercial Films
Focusing a CF-Producers Role on the PPM

Lee Chang Won
Dept. of Theater and Cinema
Graduate School
Han Yang University
Seoul, Korea.

Commercial film (CF) has been made by mobilizing technique and expression method of film, but in a different way of it. There has been a client as production supporter, and the commercial film has been produced by clients order regardless of producers ability who is in charge of an expression of the film. CF in the mean time has been treated, mentioned and researched as only a standpoint of communication or as a device of marketing, or in the filed of design section. However, CF should be considered as one of movies in a viewpoint that it is using motion picture technique and method for making its expression. Such viewpoint would contribute to development of CF by scientific production process.

The purposes of this research are to examine how producer functions in CF production process, and to identify the role of producer who has the basic knowledge about movie in CF production.

It is to highlight that a producer should be the main axis as a production practitioner rather than a CM-planner as an idea maker by examining CF producers role in the whole process. There are pre-production process, PPM process which is core preparation process, production process, post-production process, and post action after whole production process in CF production process .

Commercial film and motion pictures mutual strategic relation is different, but the commercial films area has sprung from the motion pictures division. Its a simple proposition to understand commercial film easily, and makes right-way go to the goal.

These days, when most people consider CF as a result of simple advertising production in the production field, there is tendency that a general phenomenon regards it as simple and cheap commercial product like a print advertisement. This research has significance to pay attention to the phenomenon recognizing CF without general basic knowledge of movie and to determine the responsibility of producer in the CF production processing.