| In the digital age, as the use of new media increases dramatically among moviegoers seeking to acquire movie information, film marketing public relations in South Korea are being applied to diverse outlets such as blogs, videocasts, online social networking sites, and mobile TVs. This study analyzes the way in which the strategic use of new media capable of generating rapid word-of-mouth can affect the success of "sleeper hits" at the box office. To examine this hypothesis, interviews, a focus group and secondary research have been conducted. The study also includes a description of the U.S. film industry with respect to its market, filmmakers/distributors, moviegoers and new media habits.;This analysis concludes that a number of "sleeper films" have achieved unprecedented success at the box office in the U.S. and Korea since new media has emerged. At the same time, generating word-of-mouth buzz does not always guarantee the box office success of a film, creating an uncertainty about the overall effects of new media that necessitates more extensive research. |
