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A Priority of Documentary Films' Success Factor: AHP Analysis

AHP기법을 통한 다큐멘터리 영화 성공요인 중요도 분석

  • 임소연 (서울과학종합대학원) ;
  • 이윤철 (한국항공대학교 경영학부)
  • Received : 2017.10.17
  • Accepted : 2017.11.16
  • Published : 2017.12.28

Abstract

A golden age for Korean documentary films has begun in the 2010s. At present, the success of documentary film is attracting interest than any time in history. To meet the timely demand, the present study conducted research on success factors of documentary films for the first time. This study adopted the three categories of Litman's film success factors (creative domain, distribution domain, and marketing domain) and integrated to the cases of Korean documentary films to extract 12 success factors of documentary films through experts' validation process. Moreover, this study applied AHP method and examined the relative importance of success factors of documentary films. The result was as follows. The significant success factors mostly were found within creative domain. Documentaries that feature common themes rated the distribution/marketing factors highly whereas documentaries that cover socio-political themes rated highly the governments funding and infrastructure building. With regard to the online phenomenon of participating viewer, there was a gap in perception: the production field rated it high while the distribution/marketing field rated it relatively low. These success factors and priority will be used as baseline data in diverse fields related to documentary films, and provide significant implications to documentary film staff, policy makers, and researchers.

Keywords

Documentary Film;Success Factors;Analytic Hierarchy Process (AHP);Film Industry

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