Title: Marketing theatrical films for the mobile platform: the roles of web content/social media, brand extension, WOM, and windowing strategies

Authors: Sang-Hyun Nam; Hun Kim; Byeng-Hee Chang; Sylvia M. Chan-Olmsted

Addresses: Korea Foundation for International Culture Exchange, 107 DMC High-tech Industry Center, 330, Seongam-ro, Mapo-gu, Seoul, South Korea ' Department of Journalism and Mass Communication, Sungkyunkwan University, 61409 Suseon Hall, 25-2, Sungkyunkwan-ro, Jongno-gu, Seoul, South Korea ' Department of Journalism and Mass Communication, Sungkyunkwan University, 503 Faculty Hall, 25-2, Sungkyunkwan-ro, Jongno-gu, Seoul, South Korea ' Department of Telecommunication, College of Journalism and Communications, University of Florida, 3063 Weimer Hall, Gainesville, FL 32611, USA

Abstract: As the mobile is recognised as a significant distribution platform for theatrical films, differences between mobile and theatrical platforms are of great interest to researchers and practitioners. This study investigated the effects of specific marketing factors - such as web content/social media, brand extension, eWOM, and windowing strategies - on the distribution of theatrical films on mobile platforms using movie industry data from South Korea. This study also compared the effects of factors affecting mobile and theatre performances. Results show that certain web content activities, brand extensions, star power, sequels, and movie length significantly influenced mobile movie performance. A comparison of the factors affecting mobile and theatre performances revealed that there was also a clear difference in the marketing factors of each platform.

Keywords: mobile film; mobile platform; electronic word-of-mouth; eWOM; brand extension; social media.

DOI: 10.1504/IJMC.2021.116117

International Journal of Mobile Communications, 2021 Vol.19 No.4, pp.413 - 438

Accepted: 08 Apr 2020
Published online: 12 Jul 2021 *

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