美國電影在台灣

American Movie in Taiwan

顏志龍(Chih-Lung Yen)

指導教授 ： 施俊吉

國立臺灣大學/社會科學院/經濟學研究所/碩士(2007年)

https://doi.org/10.6342/NTU.2007.01710

摘要

電影欣賞是台灣民眾日常生活中極為普遍的娛樂方式，然而，在這看似具有龐大市場需求的產業中，卻每每由歐美電影囊獲絕大多數的票房營收。國內對於本土電影的扶植已經多年，成效卻是有限，本研究之目的便是以國內相關研究所缺乏的計量統計分析，探討美國電影在台灣市場成功的原因，期待對未來台灣電影產業的發展能有些許之助益。
本研究發現，台灣電影市場中之美國強檔電影的各變數效果中，保護級電影、大製作、明星人數、最大戲院數量都具有正向效果；上映月份則以五月份至七月份和十二月份具有較好的表現；而電影類型則以動作片、愛情片、冒險片較能吸以觀眾進入電影院。另外，發行商在進行美國強檔影片進入台灣市場的選擇時，大製作、明星人數、愛情片皆對於引進機率有顯著的正面影響。
最後，在比較台灣本土電影與美國電影之差異後，本研究發現本土電影在上映月份上，具有狹縫中求生存的現象，導致九月份、十一月份上映之本土電影才能獲得較佳的季節總票房表現。

關鍵字

電影產業 ； 美國電影 ； OLS迴歸模型 ； Probit迴歸模型

並列摘要

Movies is one of the common entertainments for Taiwanese in their daily life. However, American movies and European movies get almost all of the box office in Taiwan. Our government has been aiming for developing Taiwanese movies, but the effect is limited. The purpose of this research is to use econometric statistical analysis to probe into the reasons why American movies succeed in the Taiwan market. And wishing that we can have some contributions for the movie industry in Taiwan in the future.
When we observe the American movies in the Taiwan market, we can find out that the movies with protect grade, higher budget line and superior stars may get more box office than others. In addition, quantity of releasing theaters is positive to box office. And we also find that movies which are released in May, June, July and December will have better performances. Some types of the movies can attract to more people to go to cinemas, such as action, romance and adventure. The distributors will consider what kinds of movies which they want to enter the Taiwan market by higher budget line, stars and romance.
After comparing with American movies and Taiwanese movies, we find out that the releasing months are staggered. Taiwanese movies get better box office in September and November than other mouths.

並列關鍵字

movie industry ； American movie ； OLS model ； Probit model

參考文獻

翁景民、許書銘、楊君琦（1999），《台灣地區電影演映市場集中度分析》，新聞學研究，第五十三期，1-21頁。

黃詩凱 (2003)，《九零年代台灣電影演映市場分析：產業集中度的觀點》，傳播與管理研究，第二卷，第二期，157-174頁。

Basuroy. S., S. Chatterjee, and S. A. Ravid (2003), “How Critical Are Critical Reviews? The Box Office Effects of Film Critics, Star Power, and Budgets,” Journal of Marketing 67, 103-117.

Chang, B. H. and E. J. Ki (2005), “Devising a practical model for predicting theatrical movie success: Focusing on the experience good property,” Journal of Media Economics 18, 247-269.

De Vany, A. and D. Walls (2002), “Does Hollywood Make Too Many R-Rated Movies? Risk, Stochastic Dominance, and the Illusion of Expectation,” The Journal of Business 75, 425-451.