중국 재창작 뮤지컬 “아폴로니아”의 흥행 요인 분석

Abstract

This study aims to analyze the localization success factors of the Chinese reimagined musical Apollonia in terms of seven factors based on the marketing mix 7P, reveal the impact of localization marketing strategies on the production, and provide effective ideas for the marketing of future reimagined musical. To this end, the performance, advantages and disadvantages of the localization marketing strategy were analysed on the basis of reviewing literature such as relevant articles and musical promotional films, as well as the box office factors and physical evidence factors in the localization process. The analysis showed that the musical Apollonia was more recognized by audiences by focusing on genres that Chinese people could relate to and share similar emotions in the content delivery, and the main promotion method was new media promotion such as Weibo and TikTok. The audience of the musical was analyzed and sales promotion such as “fandom effect”, “collecting desire” were used to induce repeated viewing, and musical IP animation images musical derivatives played an important role in the marketing strategy.