분위수회귀분석을 이용한 한국영화의 흥행결정요인 분석

초록

This study investigates the relationship between the box-office performance (sales and period of run) and the movie attributes (director, actor/actress, vertical integration, pre-booking, rating score, and volume) for the Korean movies using a quantile regression. The quantile regression is essential for explaining the relationship between the set of predictor variables and the specific quantiles of the response variable in the movie industry, because of the tremendous heterogeneity between movies. The analysis results show that actor/actress and vertical integration have a positive effect on the sales and length of run. For good selling movies, the dependence on influential sub-actors turns out to be trivial. For short running movies, the impact of star actors and actresses is minor. As the sales revenue of movies increases with a long run, the importance of vertical integration becomes smaller, compared to low selling movies. The volume of rating participation is a significant factor for high selling movies, whereas the average score of online rating is significant for short running movies.

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