The Effects of Promotion Strategies on Imported Animated Film Choices in Korea and China

Abstract

With the rapid progress of computer animation technology available, the global animation industry is also growing rapidly. While China and South Korea are important animated film markets in East Asia, the current animated film industry is dominated by a few large animation studios in the US. Therefore, this study focuses exclusively on the effect of localization and production image of American animated films in Korea and China and examines the differences between Korean and Chinese audiences in each market. As the result, it is discovered that expect for the effect of film posters, other factors such as title translation types, actors, directors and film studios affect Korean and Chinese audiences’ attitude towards the animated films. Since both audiences can be more familiar and can attract both genders of audiences, unlike posters with a female or male character only, a marketing strategy of utilizing mammal main characters in posters can be very effective. Also, it is effective to promote animated films using main actors’ filmographies in Korea, unlike Chinese audiences, who cares about information of a director with 3D animated film filmography. When impression of COO is not good, it will be more effective to show the information of director with a variety of different genres. To Chinese. For Korean audiences, marketers need to be cautious when promoting an animated film using directors’ filmography, since Korean audiences with worse perception of COO could be affected by those circumstances easily. Lastly, , unlike Chinese audiences who prefer only professional animation film studios, Korean audiences are attracted to animated films produced by not only animation film studios, but also with live action film studios.