The Study to Explore the Prototype and Variation of Movie Production, Release, and the Integrated Marketing

• Main Authors: Chen-Yao Lien, 連振堯
• Other Authors: Horng-Yan Chang
• Format: Others
• Language: zh-TW
• Published: 2010
• Online Access: http://ndltd.ncl.edu.tw/handle/60900184349439333210

碩士 === 世新大學 === 傳播管理學研究所(含碩專班) === 98 === The production process of movie content is a resource integration of movie scripts through image, language, voice, screens, actor performance in addition to the dynamic visual effects of music and film technologies in post-production. Eventually the production process renders a finished product of movie which we all appreciate. The production procedures of movie content are divided into 3 stages, including Pre-production planning system; mid-production: production process of resource-integration based projects; post-production: Integrated promotional period for the marketing screening of movie. The study aims to discuss the process prototype of movie content production, supplemented by in-depth interview, secondary data analysis and case study. Applying the industry value chain proposed by Porter (1985), to identify the cooperative patterns and interests for the upstream, midstream and downstream in the production process of movie content. The study further analyzes the implementation pattern and strategic alliance models of industry resource integration, which is further supported by the empirical study on the movie “Cape No. 7.” Taiwanese movie “Cape No. 7” was a phenomenon in the history of Taiwan movies in year 2008, creating the highest sales in box office records. The movie production cost for “Cape No. 7” was approximately 50 million NT Dollars and it was shown in theaters for 113 days, reaching a cumulative box office of 530 million NT Dollars as of December 12, 2008. The study discovered that the critical success factors to “Cape No. 7” consisted of the patter recognition of localization and the variation pattern of production and marketing during the production process. The pre-production, mid-production and post-production (The pre-planning stage in early filming, content production during the process and the strategic alliance stage for imposing issues, and the resource integration stage of post-production PR manipulation) for the movie content of “Cape No. 7,” were analyzed through the production prototype of movie content. Therefore, under limited production costs, how to implement production pattern of resource integration and strategic alliance to undergo the production process of the entire movie, merits further study.