ScholarWorks@중앙대학교

초록

This study examines usage trends and strategic implications of moving posters in the performing arts sector, identifying how they are perceived and applied through expert interviews. Although moving posters have gained attention as a digital-era promotional format, research link-ing online discourse with real-world practice remains limited. To address this gap, text-miningbased big data analysis was conducted to extract core keywords and semantic networks, followed by a comparative analysis of box-office productions to explore differences by genre and scale. Indepth interviews with designers and performing arts marketing experts further investigated adoption contexts, planning considerations, stylistic approaches, data use, and future potential. Findings show that moving posters help build pre-sale anticipation, convey performance identity, and strengthen digital audience communication. However, their effectiveness is constrained in stardriven or live-performance-focused productions. Overall, the study offers practical insights for strategically integrating moving posters into future performing arts promotion to enhance engagement and communication effectiveness.

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