초록

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Abstract ▼ AI-Helper

Korean film makers have sought a high－concept strategy to overcome the depression since 2007: high－concept implies a movie with a simple and certain storyline, marketing factors resulting in one clear image and brands such as a famous actor (actress) or director. In competition with the movies emplo...

Korean film makers have sought a high－concept strategy to overcome the depression since 2007: high－concept implies a movie with a simple and certain storyline, marketing factors resulting in one clear image and brands such as a famous actor (actress) or director. In competition with the movies employing high concept strategy, the low profile film 〈Speedy Scandal〉 became the biggest sleeper hit: the film cost about 2.5 billion won to make and grossed over 53 billion won in theaters. We investigate the process for making the film 〈Speedy Scandal〉 from pre－production to marketing and draw its success factors. Most of all, Speedy Scandal’s marketing strategy focusing on word－of－mouth has led its current success. Actually, it is not easy for films with little attracting factors to get public’s attention. Thus, the marketing team of 〈Speedy Scandal〉 decided to hold public screenings for 50 thousands audience. The viewers helped to spread the good word of mouth about the film and in result, more than eight millions went to the theater to see this movie. This buzz marketing worked with 〈Speedy Scandal〉 because of its good content. The story had comic situations and characters as well as touching family love. Also, it included a great choice of background music matching with the story, which drove more word－ofmouth. Lastly, this film created various revenue sources such as digital music, OST, and musical etc. The case of 〈Speedy Scandal〉 provides meaningful implications to Korean low－profile films competing with Hollywood blockbusters.

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