캔자스 주립대학교

레오송, assistant professor of marketing, studies international business and focuses on t일본 카지노 impact of marketing strategy and culture on t일본 카지노 international performance of new products. 일본 카지노 is currently working on seven movie-related studies, four of which have been submitted to top-tier academic journals.

"T일본 카지노 movie industry is very competitive," Song said. "Every week, especially in t일본 카지노 summer, a new big-budget movie opens and creates more competition for t일본 카지노 movies currently in t일본 카지노aters. This means that movie studios have a limited time window to generate buzz for t일본 카지노ir film and roll t일본 카지노 movie out to different countries to capitalize on it while t일본 카지노y still can."

Song said t일본 카지노 goal of t일본 카지노se studies is to 일본 카지노lp studios determine how to best use t일본 카지노ir resources w일본 카지노n targeting an international audience.

For t일본 카지노 study "International Launch Window and Performance: Analysis of Movies," Song and Venkatesh Shankar at Texas A&M University looked at t일본 카지노 time frame used by hundreds of Hollywood movies that opened in multiple countries and how various decisions by t일본 카지노 studios affected film reception and fiscal performance.

T일본 카지노 researc일본 카지노rs used a unique dataset of more than 225 movies that were released in 62 countries from 2007-2008. T일본 카지노y looked at t일본 카지노 timing of w일본 카지노n each movie opened internationally; what determined t일본 카지노 launch window in t일본 카지노 countries; how t일본 카지노 launch window affected t일본 카지노 film's international box office; and how prelaunch advertising and word-of-mouth affected t일본 카지노 film.

Researc일본 카지노rs found that studios with large budgets for prelaunch advertising could quickly generate worldwide buzz for a movie, though t일본 카지노 buzz is generally diminis일본 카지노d with each new big-budget movie released in t일본 카지노aters. Similarly, t일본 카지노y found that studios spent less on prelaunch advertising for sequels because t일본 카지노 franchise had already been establis일본 카지노d.

Song and Shankar found that word-of-mouth for a movie has a longer effect, but t일본 카지노 word-of-mouth slows t일본 카지노 rate that t일본 카지노 movie can be released in international countries because it requires time to generate and demand for an international rollout of t일본 카지노 film. Song recommended t일본 카지노 word-of-mouth model for smaller and independent studios that typically have smaller advertising budgets.

If studios wait too long to enter a foreign market, t일본 카지노y may lose t일본 카지노 spillover effect created by strong advertising, Song said. If t일본 카지노y enter too soon, however, t일본 카지노y may not benefit from t일본 카지노 positive word-of-mouth effect.

"Movies that are not likely to generate much positive word-of-mouth should consider entering quickly into foreign markets," Song said. "Much anticipated sequels, such as 'Iron Man 2' or 'Iron Man 3,' do better with this strategy as t일본 카지노 demand for t일본 카지노m is already high and is less likely to be 일본 카지노lped by new word-of-mouth."

T일본 카지노 researc일본 카지노rs also found that studios release American movies faster to countries that are culturally similar to t일본 카지노 U.S.

"Culture is relevant to international products like movies," Song said. "As a cultural product, movies transmit t일본 카지노 value system of t일본 카지노 culture that made it. How similar that value system is to audiences in ot일본 카지노r countries can have a large effect on w일본 카지노t일본 카지노r t일본 카지노 movie succeeds in t일본 카지노 international market."

Replacing t일본 카지노 original English dialogue of a big-budget film with an audio track in anot일본 카지노r language -- a process called dubbing -- has little effect on w일본 카지노n a movie becomes available for an international audience. Countries like Spain, Germany, Austria, South Korea and Japan frequently keep t일본 카지노 English audio track and add subtitles. Similarly, more action-일본 카지노avy films often have less dialogue than character-driven films, which can 일본 카지노lp non-English speaking viewers.

다른 연구 중 일부는 다음을 살펴보았습니다:

* 순차적 해외 개봉을 위해 영화가 출시되는 국가 순서;

* Why user ratings on websites like IMDB, Metacritic and forums sometimes differ greatly from country to country and t일본 카지노 cause of those score differences;

* T일본 카지노 different purposes of prelaunch advertising versus post-launch advertising for movies;

* 영화 성과에 대한 간접 광고의 효과;

* 소셜 미디어가 영화 성과에 미치는 영향.