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AHP기법을 통한 다큐멘터리 영화 성공요인 중요도 분석

A Priority of Documentary Films' Success Factor: AHP Analysis

  • 임소연 (서울과학종합대학원) ;
  • 이윤철 (한국항공대학교 경영학부)
  • 투고 : 2017.10.17
  • 심사 : 2017.11.16
  • 발행 : 2017.12.28

초록

한국다큐멘터리영화가 2010년대 접어들면서 황금기를 맞고 있는 지금, 어느 때보다도 다큐멘터리영화의 성공에 대한 관심이 집중되고 있다. 본 연구는 이에 부응하여 처음으로 다큐멘터리영화의 성공요인에 관한 연구를 진행했다. 리트만(Litman)의 영화흥행요인 세 가지 카테고리인 창조적 영역, 배급유통의 영역, 마케팅 영역에 맞게, 한국다큐멘터리영화의 사례를 접목하여, 전문가의 의견을 통한 검증작업을 거쳐 다큐멘터리영화의 12개의 성공요인을 도출했다. 또한 AHP분석기법을 적용, 다큐멘터리영화의 성공요인의 중요도를 살펴보았는데, 가장 중요한 성공요인은 창조적 영역의 영화자체가 가지는 완성도로 나타났고, 보편적 소재의 다큐멘터리는 배급, 마케팅의 요인을, 정치사회적 소재의 다큐멘터리는 전체적으로 정부의 지원과 인프라구축의 요인을 중요하게 평가했다. 온라인을 통한 참여관객의 현상을, 제작군은 높게, 배급, 마케팅군은 상대적으로 낮게 평가하는 인식의 차이를 보였다. 이러한 성공요인과 우선순위는 다큐멘터리영화 관련한 여러 분야에서 기초 자료로 활용될 것이며, 다큐멘터리 영화 실무자나 정책입안자, 그리고 연구자들에게 중요한 시사점을 줄 수 있다.

키워드

다큐멘터리영화;흥행요인;계층분석기법;영화산업

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