School of Convergence, Sungkyunkwan University, Seoul, South Korea.
Department of Media Communication, Hankuk University of Foreign Studies, Seoul, South Korea.
PLoS One. 2024 Jun 14;19(6):e0305433. doi: 10.1371/journal.pone.0305433. eCollection 2024.
The study proposes a way to measure the relatedness between countries and movies (movie-country relatedness density) and to test whether this relatedness is an important factor in predicting the popularity of a movie in a certain country. The results show that both movie-country relatedness density and movie ubiquity (i.e., popularity across many countries) are positively associated with a movie appearing in a country's top 20 list even after considering other covariates. Based on these findings, we suggest an OTT (Over-the-tops) movie launching strategy with regard to movie-country relatedness density for both global and local OTT companies. Our study contributes to a growing body of research on movie consumption patterns and provides insights into the factors that determine a movie's success on a global scale. The importance of cultural similarity in adopting films and television shows is widely recognized, but the concept of movie-country compatibility is introduced to take into account the content attributes that cannot be explained by cultural differences. The results suggest that movies that are related to other popular movies in a given country and movies that are popular across many countries are more likely to appear in a country's top 20 list.
本研究提出了一种衡量国家与电影之间相关性的方法（电影-国家相关性密度），并检验这种相关性是否是预测某部电影在特定国家受欢迎程度的重要因素。结果表明，电影-国家相关性密度和电影普及度（即多国流行度）与电影出现在一个国家的前 20 名列表中呈正相关，即使考虑到其他协变量也是如此。基于这些发现，我们为全球和本地 OTT 公司提供了一种基于电影-国家相关性密度的 OTT 电影推出策略。本研究有助于丰富电影消费模式的研究，并为理解决定电影在全球范围内成功的因素提供了新的视角。人们普遍认识到文化相似性在采用电影和电视剧方面的重要性，但引入电影-国家兼容性的概念是为了考虑无法用文化差异解释的内容属性。研究结果表明，与给定国家其他热门电影相关的电影以及在许多国家都受欢迎的电影更有可能出现在一个国家的前 20 名列表中。
