台灣電影進入海外市場之商業模式分析 — 以《我的少女時代》電影為例

Abstract

自2008年《海角七號》創造數億的票房佳績之後，台灣電影不再僅限於獨立製片與影展電影，商業電影復興時代重新來臨，為久未見票房佳績的電影產業打了一針強心劑，觀眾與媒體開始重拾對台灣電影的信心與關注。也因此近年來，每年重要檔期包含暑假、春節都不乏看見台灣電影的身影，數量之多，為近三十年來之冠。但也因為台灣市場侷限、導致經濟規模及成本無法增加，受限的成本也連帶影響到題材的多元限制、人才的培育。為了讓產業經濟規模擴大，收益成長，於是開拓海外市場，兼顧海外觀眾的口味，爭取更多的海外票房收入，勢必成為未來台灣電影進步不可忽視的課題。 尤其中國大陸電影市場的崛起，每年以倍數增加的電影院以及觀眾數目，屢屢創新高的票房收入，使得中國大陸電影市場在短短數年內，已經堪與好萊塢市場規模比拚。同文化同語言的中國大陸的電影市場，應是台灣電影發揮的最佳舞台之一，其市場規模也將成為台灣電影應該積極進入的新興市場。 本論文將從國片近年來的海外市場商業模式探討，在過去較為侷限的東南亞、北美等海外市場的慣性操作之外，將以2015年賣座電影《我的少女時代》在東南亞各國、韓國、尤其中國大陸市場取得高票房收入為例，探討本片如何創造新的海外商業模式以及獲利的關鍵因素，拆解該片之價值主張、成功要素、核心資源、關鍵流程等奧義，期望能為台灣電影貢獻經驗。也期許台灣電影能走出台灣，擁抱兩千三百萬之外的觀眾，讓台灣電影產業能夠創造正向的經濟循環，讓投資人、創作人以及觀眾，在觀影品質越來越國際化之際，還能共創互惠互利的最佳產業生態。

In 2008, 'Cape No.7' was earned hundreds of millions box-office success, and the Taiwan films was no longer limited to the independent and festival films. It gave our movie industry a punch hit and meant that the commercial film era was coming. Since then, the audiences and the medias began to take attention on Taiwan movies. That’s why we could see some Taiwan movies during summer or winter vacation in these years, and the the number was planty. But due to the limilted base of Taiwan market, the economic scale and the cost cannot be increased, and it also affects the restrictions of multiple theme. In order to expand the scale of the industrial economy and drive the revenue, we need to open up overseas markets and consider the different preferences of the overseas audiences. Now, it’s the most importent issue to earn more revenues overseas with Taiwan movies. In particular, the gorwh of the Chinese movie market which increased double in the number of cinemas and adiencess annually. The high new revenue making the scale of Chinese movie market could almost catch up the Hollywood level. Therefore, Chinese market could be the best choice to entry for Taiwan because the same culture and language. This paper will research the foreign market entry Mode of Taiwan movies in recent years. Instead of using the normal strategies in Southeast Asia, North America or the other markets, it will study of the Taiwan movie “Our Times' which had gotten the box office success in Southeast Asian countries, South Korea, and especially China market. By exploring the key factors of its foreign market entry mode and understanding the value propositions, success factors, core resoures and key processes. The insights could share with Taiwan film industry and help Taiwan movies get into the international market. Last but not least, Taiwan film industry needs to create a positive economic cycle, and let the investors and the audiences share the best industrial ecology during the internationalized viewing environment.