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INTERDEPENDENCE OF PERFORMANCE BETWEEN MOVIES AND THE MOVIE-THEMED MOBILE GAMES
Youseok Lee,Jisu Yi,Sang-Hoon Kim 글로벌지식마케팅경영학회 2018 Global Marketing Conference Vol.2018 No.07
Recently, the studios in Hollywood introduces mobile games based on the storyline of movies for promotional purpose. With wide exposure of such games, managers could expect raised market awareness and purchase intention toward movies set to be released. Among the movie-themed mobile games, at the same time, not a few games have made financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal relationship between them. If the dynamic relation is true then, finding deterministic factors of mobile game performance has practical significance to make positive consequences for both products. Branded entertainment is defined as “the integration of advertising into entertainment content, whereby brands are embedded into storylines of a film, television program, or other entertainment medium” (Hudson and Hudson 2006). Wise et. al. (2008) states that the advergame, a videogame designed around a brand, is one form of branded entertainment. Additionally, Sood and Dr?ze (2006) examined film sequels as brand extension of experiential goods based on the reality that Hollywood brands movies. In this vein, movie-themed mobile games can be contemplated as a new practice of branded entertainment. To test the research hypotheses, we collected 43 pairs of a movie and a movie-themed mobile game. Among 300 movies in the annual top 100 U.S. domestic box office chart from 2012 to the end of October 2014, films having more than one promotional mobile game were selected. The data on mobile game were limited to the Apple’s App Store for consistency. For data collection, we utilized multiple archival sources such as boxofficemojo.com, metacritic.com, imdb.com, and appannie.com. The objective of this research is to investigate the impact of movie-themed mobile games on the performance of original movies and the characteristics leading mobile game success. We developed a simultaneous equation system to discover the interdependent relationship between mobile game ranking and movie sales. This study is one of the first empirical investigation demonstrating reciprocal relationship between promotional game app and its target product. The results show that mobile games perform profit generating function as well as promotional function, thus suggesting managers to deal with mobile game more strategic way.
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Reciprocal Relationship between Movies and the Movie-Themed Mobile Games
Youseok Lee(이유석),Jisu Yi(이지수),Sang-Hoon Kim(김상훈) 한국마케팅학회 2020 마케팅연구 Vol.35 No.2
최근 영화 개봉을 앞두고 영화의 스토리 라인을 기반으로 하는 모바일 게임을 출시하는 사례가 늘고 있다. 영화 기반 모바일 게임은 주로 영화의 촉진 수단으로 출시되지만 일반적인 게임에 견줄 만큼 높은 수준의 콘텐츠 경험을 제공하는 경우도 적지 않다. 본 연구에서는 영화와 영화 기반 모바일 게임의 성과 간 동태적 인과관계를 검증하고자 하였다. 43편의 영화와 영화 기반 모바일 게임의 시장 내 성과지표를 수집하여 이들 간의 상호 인과성을 상정하는 연립방정식 모형(simultaneous equations model)과 패널자기회귀모형(panel vector autoregressive model)을 수립하였다. 분석 결과, 영화 기반 모바일 게임의 다운로드 순위가 높아짐에 따라 영화 매출액이 증가하는 동시에, 영화 매출액이 증가함에 따라 영화 기반 모바일 게임의 다운로드 순위가 상승하는 것이 확인되었다. 본 연구의 결과는 영화 기반 모바일 게임이 영화의 촉진 수단을 넘어 영화의 소비 경험을 확장하는 매개체가 될 수 있음을 의미한다. 또한 영화 기반 모바일 게임을 지속적인 수익 창출 수단으로 인지하고 전략적으로 관리해야 함을 시사한다. Recently, the studios in Hollywood introduce mobile games based on the storyline of movies for promotional purposes. Among the movie-themed mobile games, not a few games have made a financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal beneficial relationships between them. The current research aims to discover the mutual causation between the performance of movies and mobile games by applying a simultaneous equations model and a panel vector autoregressive model. From the results, we confirmed that an increase of mobile game ranking produces additional sales of movies while securement of distribution channels and daily seasonality are considered. Concurrently, an increase of movie revenues incurs supplementary escalation in the rank of movie-themed mobile games. If a promotional mobile game performs as an independent game, film distributor could expect additional revenue streams as well as increased awareness of movies.
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Reciprocal Relationship between Movies and the Movie-Themed Mobile Games
이유석,이지수,김상훈 한국마케팅학회 2020 마케팅연구 Vol.35 No.2
Recently, the studios in Hollywood introduce mobile games based on the storyline of movies for promotional purposes. Among the movie-themed mobile games, not a few games have made a financial success as the box office scores of the original movie increases. Thus, managers should deal with the promotional mobile app and the target product simultaneously on the belief of reciprocal beneficial relationships between them. The current research aims to discover the mutual causation between the performance of movies and mobile games by applying a simultaneous equations model and a panel vector autoregressive model. From the results, we confirmed that an increase of mobile game ranking produces additional sales of movies while securement of distribution channels and daily seasonality are considered. Concurrently, an increase of movie revenues incurs supplementary escalation in the rank of movie-themed mobile games. If a promotional mobile game performs as an independent game, film distributor could expect additional revenue streams as well as increased awareness of movies.
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