거리두기 해제 이후 상영작 흥행 요인 분석

Abstract

This study empirically analyzed factors affecting box office success, focusing on films released after lifting COVID-19 social distancing. T-test for the comparison of mean values and multiple regression analysis were conducted using domestic theater data for each day of the week, focusing on concert movies. In addition, we analyzed factors affecting the success of theater movies, such as special screenings and screening days. The results of the empirical analysis are summarized as follows. First, screenings in the form of special theaters focusing on Screen X and 4D recorded relatively low screen share, but recorded high ticket sales revenue. Second, special event screenings, such as lightstick screenings or sing-along screenings, were analyzed as a major factor affecting movie box office success. It was found that special screenings performed better in terms of box office compared to regular screenings. Third, box office performance on Wednesday as well as on weekends was estimated to be higher than on Monday. This study contributed to the literature by analyzing both the number of movie audiences and movie ticket sales as indicators of a movie's box office performance and deriving empirical findings.