흥행불확실성에 따른 국내 뮤지컬 산업의 흥행전략

초록

The purpose of this study is to identify the strategy of Korean musical production companies to deal with uncertainty of ticket sales. Recently Korean musical industry experiences rapid growth and licensing musical contributes the extension of Korean musical market. We classified four strategies of Korean musical companies to cope with uncertainty. Strategy to license blockbuster Broad way musical could remove much uncertainty of the market. It has been regarded as a safe strategy to secure profitability and revenue. However licensing strategy blocks the growth of domestic original musical. Star marketing is also frequently adopted strategy to reduce market risk. Stars from different fields contribute to turn their fan to musical audience. Recognition in musical festival or receiving musical award help producers promote their musicals. Symbiotic marketing with local tourist companies produces synergy and sustainability of the musical. Some implications for the development of Korean musical industry are discussed.

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