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.
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.
.
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.

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.
, .
.
,
. 2018
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.
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. ,
.
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.

. ,
.
,
.
.
2018 4

I N T R O D u C T I O N

2 |
_ 6
| , 2 _ 29
| , _ 63
| K-, _ 91
| , _ 127
| _ 159
| , _ 185
3 |
| _ 213
| , _ 237
| · _ 269
| vs. _ 293
| · · ·
· _ 331
_ 349
2 0 1 7 H a l l y u W h i t e p a p e r
C O N T E N T S

(10, 1∼2%)
• < >
(4.3%)

2000
(2)
120 18.5
15 150

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1
, 5

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, 3 30)

• <>,
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• ,
>

• < > , ·
30 300

90%



223
65 805 7
116 220 24 2,000
2008

(


( 3 )
1

76 (10 22)

4
(63)
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10 (12 22)
( 9)
• <>
1
• <>

2013
3
2013
2014
(10 30)
220
·


52 120

31)
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TOP 10
(8)
43 228 25
··
12
, 9 5,000
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2.2% 1
• ‘2017
(5),
25
3 (2017
)

70
54 171
• <> ,
· 30 ,
4,600 506

(176)
1 |
G L O B a L H a l l y U t r e N D
K- IT
1 ‘K-(16.6%)’. 6 ‘K-’ 1
, 10% .
1.
9.5 12.1 IT 9.7K- 20.1 9.25 (2015 11)
9.9 10.5 IT 10.4K- 17.2 7.94 (2014 11)
12.9 12.3 K- 12.0 15.8 7.92 (2012 11)
6.7
6 (2016 11)
7 (2017 11)
3 (2014 2)
6.0

K-
Tv

13.1%

13.1%
()

·
Tv
· 14.9%
14.7%
‘(42.7%)’, ‘·(39.8%)’, ‘K-(38.9%)’ .
3.
· 32.0 27.9 27.8 12.3
· 39.8 24.7 21.2 14.3
42.7 25.8 20.9 10.5
() 20.3 24.9 31.6 23.2
29.6 28.1 27.4 14.9
28.9 26.0 30.0 15.2
(K-) 38.9 27.0 23.4 10.7
33.0 28.2 26.9 11.8
30.1 31.8 26.4 11.8
Tv 26.0 23.9 27.0 23.1
24.0 25.3 33.3 17.4

(%)
·
· .
(, , ) TV , ·
. , ···
.
4.
(%)


·
()
·
K- ·

Tv 55.0 56.0
G L O B a L H a l l y U t r e N D
5.


83.4% 1

, 2016

,
2016 2.1%
6. Top 5
· . 9.6%, 12.8% , 6.3% 9.3% .
. (13.6%), (13.5%), (16%) .
(9 .4%) (12.8%) . , , UAE, 10% .
Top 5 . (4.9%) (2.5%), (5.8%), (5.0%), (4.0%) .
7. Top 5

, ‘(29.3%)’
. ‘(15.1%)’, ‘(14.2%)’, ‘(9.1%)’, ‘ (8.9%)’
.
, ,
8.

‘ (32.8%)’ ,
‘ (20.7%)’, ‘ (17.5%)’,
‘ (16.2%)’, ‘ · (11%)’ .
32.8% 20.7% 17.5% 16.2% 11.0%

·
(%)
9.
,
‘ ·(70.4%)’.

10.2
21.1
20.2
28.5
,


34.8
G L O B a L H a l l y U t r e N D
2 0 1 7
W h i t e
p a p e r
10.
31.0%, 10%
, , , , .

, ‘ ’, ‘
’ .

(20.9%), (20.5%),
(17.8%). ‘ ’
(17.8%) (20.3%)
.



11.
60.4%. , , ,
70% ,
26.8% .
(4+5) (3) (1+2)
60.4% 34.3% 5.3%






29 | , 2
,
2

2 0 1 7
W h i t e
p a p e r
30 2017 31 | , 2
100 .
40 1
* .
2016 < >
, 2017
( )
. ,
·
·
. <>
<The Good Doctor> 1,740
.
2017 .

2015 2016
. 2015 1997
,
* 400 ( 44 ), 160 ( 18 ) .
32 1,480 , 1,500
, 6,000 · 1
(, 2016).
20 ,
.
MBC < > 1997 ,
20 <>, <>, <>, < >, <
>
. <>
···
, ···
‘’ .*
.
2013 2014 < > 3
5,000( 3,850 ) , iQIYI
, 37 . 2016 <
> . 32
* <> 91 , 86%, 40%, 47%
130 , 1,119 3
(1 K- , 2015).

32 2017 33 | , 2

.

.
, ,
32.3%,
67.6%
.

20
Trigger . ,
.
,
. ··
,
2012 2013 2014 2015 2016 2012~2016


233,821 309,399 336,019 320,434 411,213 15.2
: · (2017). 2017 , p. 197, 402.
; (2017). 2017 , p. 39. .
2012~2016 (: , %)
. 2015
80%
. 2016
.
,
,
.
, ,
. 2016 , ,
( ·/DVD ··
· ),
28.3% 4 1,121 ( 4,523 3,100 ) .
2016 3
4,731 ( 3,820 4,100 )
84.5% 2015 2014 8.3%
, 2016 13.3% 2 7,852 ( 3,063
7,200 ) . 22.3%
6,879 ( 756 6,900 ) .
,
, .
, 2016 6,391 (
703 ) 15.5%
2015 1,844 ( 203 ) 4,547 ( 500 )
246.6% . 2016
34 2017 35 | , 2
|
4,753 92.4% ,
59.8% ‘3 ’ .
‘2~3(13.7%)’, ‘1~2(13.7%)’
. K-
62.2% .

1 KBS ’16. 02. 24.~04. 14. Descendants of the Sun 800
2 SBS ’16. 08. 29.~11. 01. Moon Lovers: Scarlet Heart Ryeo
615 -
3 MBC ’16. 07. 20.~09. 14. W 350 W
4 tvN ’16. 08. 12.~10. 01. Cinderella and Four Knights
240
5 MBC ’15. 01. 07.~03. 12. Kill Me, Heal Me 187
6 KBS2 ’15. 11. 16.~’16. 01. 05. Oh My Venus 177
7 MBC ’15. 09. 16.~11. 11. She Was Pretty 133
8 SBS ’16. 06. 20.~08. 23. Doctors 128
9 tvN ’15. 11. 06.~’16. 01. 16. Reply 1988 128 1988
10 KBS2 ’16. 07. 06.~09. 08. Uncontrollably Fond 116
11 KBS2 ’14. 12. 08.~’15. 02. 10. Healer 109
12 tvN ’16. 01. 22.~03. 12. Signal 96
13 tvN ’15. 07. 03.~08. 22. Oh My Ghostess 95
14 tvN ’16. 01. 04~03. 01. Cheese in the Trap 88
15 KBS2 ’16. 08. 22.~10. 18. Love in the Moonlight 87
16 tvN ’16. 09. 23.~11. 12. The K2 74 K2-
17 tvN ’16. 05. 02.~06. 28. Another Oh Hae Young 66
18 SBS ’16. 08. 24~11. 10. Jealousy Incarnate 58
19 tvN ’16. 07. 11.~08. 30. Hey Ghost, Let’s Fight 54
20 JTBC ’16. 07. 22.~08. 27. Age of Youth 48
: (2017). ().
20
.
, .*
* 5,274( 4,753, 521) .
, , , , , (, 2017).

: (2017). / ().


ESPÍRITO SANTO
MATO GROSSO
ESPÍRITO SANTO
MATO GROSSO
Florida
Texas
36 2017 37 | , 2
(6.3%)’, ‘(1.5%)’ . ‘ 3~5’
23.2%, ‘9 ’ 22.3%, ‘1~3’ 21.3%, ‘5~7’ 19.2%
.
‘ ’ 59.7%, ‘/
(13.6%)’, ‘(9.6%)’, ‘(6.3%)’, ‘(4.6%)’
. ‘(38.4%)’ , ‘(34.9%)’, ‘
(20.0%)’, ‘ (0.8%)’
. ,
‘ ’ .
< >, <W>, < - >, <
>, < > .

1 KBS ’16. 02. 24.~04.14. Descendants of the Sun 116
2 MBC ’16. 07. 20.~09.14. W 40 W
3 SBS ’16. 08. 29.~11.01. Moon Lovers: Scarlet Heart Ryeo
30 -
4 KBS ’15. 11. 16.~’16. 01. 05. Oh My Venus 26
5 MBC ’15. 01. 07.~03. 02. Kill Me, Heal Me 26
6 SBS ’16. 06. 20.~08. 23. Doctors 16
7 KBS ’14. 12. 08.~’15. 02. 10. Healer 14
8 MBC ’15. 09. 16.~11. 11. She Was Pretty 13
9 tvN ’15. 07. 03.~08. 22. Oh My Ghostess 13
10 tvN ’15. 11. 06.~’16. 01. 16. Reply 1988 13 1988
11 tvN ’16. 01. 04.~03. 01. Cheese in the Trap 13
12 KBS ’15. 04. 27~06. 16. Who Are You: School 2015 13 - 2015
: (2017). ().
12
63.9% ‘Dramafever’ .
‘Viki(19.1%)’, ‘Netflix(2.8%)’,
‘Youtube(2.8%)’, ‘ Ondemandkorea(2.0%)’
.
‘ 9 ’ 30.7%, ‘5~7
’ 20.5%, ‘3~5’ 20.4%, ‘1~3’ 14.3%
.
(11.7%)’, ‘(9.9%)’, ‘/(9.2%)’, ‘(2.5%)’
. 51.9% ‘’ ,
‘(35.7%)’, ‘(8.0%)’, ‘ (0.9%)’
. < >, <
- >, <W>, < >, < >
‘ ’
.
|
521 96.5%
. 54.1% ‘3
’ , ‘2~3(17.1%)’, ‘1~2(12.3%)’
.
K- 68.9% .
‘
(45.1%)’ , ‘(34.0%)’, ‘
38 2017 39 | , 2

1 ( )
• • 50 , (19:00∼
22:00) • / 25%
: 2012. 02. 09. : 2012. 02. 09. :
2 ( )
•
• • /
: 2012. 07. 09. : 2012. 07. 09. : ,
3 , ( )
• , ‘TV ’
: 2014. 01. 02. : 2014. 01. 02. :
4 2014 TV ( 2014 )
• , TV , , , , , , , , , 30%
• , 6:00∼24:00 1 , 30
• 8:00∼21:30 30
• , TV 1 19:30∼22:00
• ,
: 2013. 10. 20. : 2013. 10. 20. :
5 ( )
• , ‘’ ‘’
•
: 2014. 09. 02. : 2015. 04. 01. :
6 ( )
•
• 2015
: 2015. 01. 19. : 2015. 01. 19. :
7 ( )
•
: 2015. 07. 14. : 2015. 07. 14. :
8 () • : 2016. 02. : 2016. 02. :
9 ( )
• 2 , , 1 1
: 2016. 06. 14. : 2016. 06. 14. :
: (2017). , pp. 76~83. .
( )
, ‘ ’

.
18 ‘, top-level design’

. ‘
’

.
,
.
2012 2 ( )
‘
( )’
2016 2017 ?

50 . ,
25%

40 2017 41 | , 2
, 1,124 ,
19 7,000 . ‘ ,
’, ‘( ) ’, ‘· ·’
.
, 2,809 ,
53 .
2.6.
2017
.
.
. 6
, GDP 3% , 2 5,000 (
2,750 ) .
.
,
6 2016 , 472 ( 52
) 8.8% .
15.8%
4.7% .
, , K-
. 2012 106
2013 54 .
‘
’
TV
. 2015
,
, 2014 12 31
2014
.
. ,
.
.
. < >

.
< >
. <, >
.
10 10
90%
.
42 2017 43 | , 2
, ‘ ONE’
.
. CJ E&M tvN ··
6 , OTT·
.
. 2017
1,403 129% .
.
, , , ,
.

. Governance
, .
.
. K-
,
.
K- .
K-
. 2016 < > 2016
34 . 10
359 ( 35.9),
‘7’ .
, .
10
. .
···· ,
····
.
4(2 5,000), GDP 17(
1), 1
. <>, <>
<>, < >, < > 2016
< > . < >
, iTunes < >
OST .

‘ ONE’
: ONE
44 2017 45 | , 2
<>,
“ <>

.”
_<The Good Doctor> Daniel Dae Kim
Cultural Discount
.

.
1990 .
, ,

. The Wit
, 2015 44%
, 20%, 6% .
1 , ,
, , .

.
2010 , 2013 342 (
37 6,200 ) 2016 5,493 ( 604 2,300 )
16 . <! ?>, <>, < >, <
‘3’ ‘7’ ‘PPTV’, ‘TRUE’
. <>
. < 1>, <>
.
. .
give, share, show
.
,
.

.
: (2016). < >.
2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Channel 3() 7 17 11 4 9 10 6 5 4 3 76
Channel 5() 0 0 0 0 1 0 0 0 0 0 1
Channel 7() 12 10 15 13 13 10 26 10 13 11 133
Channel 8() 0 0 0 0 0 0 0 0 0 3 3
Channel 9() 0 7 6 2 4 0 0 1 0 0 20
iTV() 3 0 0 0 0 0 0 0 0 0 3
PPTV(HD) 0 0 0 0 0 0 0 19 9 5 33
TRUE(SD) 1 9 11 8 10 8 11 3 3 5 69
Workpoint(SD) 0 0 0 0 0 0 2 2 5 4 13
One 31(HD) 0 0 0 0 0 0 0 0 0 2 2
Mono 29(SD) 0 0 0 0 0 0 0 3 2 1 6
23 43 43 27 37 28 45 43 36 34 359
10 (: )
46 2017 47 | , 2
:


NBC
2018 2



KBS
> .
CJ E&M <
> 2016 NBC < Better Late Than
Never> 1 . 1*
2 2018 1 . < >
, , , , , , ,
9 .

.
2013 KBS <> 2017
9, 4 ABC < The Good
Doctor> .

20 .
2017 10 9 3 1,820
, 1,790
< The Big Bang Theory> . 2017~2018
.**
* 1 , , , 4 . 1 <Welcome
to Tokyo>( : 735 ), 2 <Kyoto and Hong Kong: Less Talky, More
Sake>( : 733 ), 3 <Seoul Brothers>( : 691 ), 4 <A
Thai Goodbye>( : 764 ).
** Andreeva, N. (2017. 10. 25). ‘The Good Doctor’ Tops Weekly Rankings As Most Watched
Program For First Time. Deadline. Retrieved from: http://deadline.com/2017/10/the-
good-doctor-weekly-rankings-most-watched-program-ffirst-time-1202194643/
48 2017 49 | , 2
,

. Script Format .
, Format
Bible . ‘ One Hit Wonder’
. 2013
CJ E&M <:
> .

.

‘Localization’

.
( )
. ,

.
, ,
,
.
.
.
21 ABC
, 13
18 .
< Charlie And The Chocolate Factory> < August
Rush> Freddie Highmore .
<The Good Doctor>
. 2013 Pitching(
) CBS
CBS , 2016
. <House>
David Shore
, 2017 1
ABC .
.
<>
.
.
1,000
, 100
10% 10
. .”
<The Good Doctor>
50 2017 51 | , 2
. <>

. ·
.
‘ ’.
,
.
, ,
.
,
.
“
.
. ,
.
.
.
,
.
.
,
.”
<The Good Doctor>
<The Good Doctor>

.
52 2017 53 | , 2
. ,
74.4% (19.2%),
(2.1%), (1.9%) .
381 275 184

: /DVD , .
: · (2018). 2017 , p. 463.
(: )
1,952 1,937

: /DVD , .
: · (2018). 2017 , p. 463.
(: )
,
(94.6%),
(85.7%) .
6,053 ( 665 8,300 /35,365)
31.6% . (5,866 , 645 /5,621
/30.6%), (1,919 , 211 /4,238/10.0%), (980
, 108 /3,505/5.1%), (914 , 101 /4,615
/4.8%), (775 , 85 /632/4.0%), (587 ,
65 /1,953/3.1%) .
1,952 ( 215 , 2,162) 30.9% .
(1,937 , 213 /4,867/30.7%), (677 ,
74 /10,897/10.7%), (598 , 66 /2,342/9.5%),
(355 , 39 /2,163/5.6%), (166 , 18
/912/2.6%), (153 , 17 /919/2.4%)
.
,
80.9% 2015(85.9%)
(18.1%), (0.4%), (0.4%)

54 2017 55 | , 2
. 2017
,
, 2016 32.3%, 67.6% .
, 55.2% ,
(16.8%), (12.5%),
(9.4%), (6.0%),
(0.1%) .
(71.9%). (21.3%), (6.5%), (2.3%)
. OEM
, 70~80%
.

2008 2009 2010 2011 2012 2013 2014 2015 2016

16.3 17.2 15.9 23.5 12.0 10.5 12.2 12.7 9.4
32.3 36.1 38.3 38.8 25.6 25.5 23.7 23.0 21.6 16.8

0.7 - - 5.0 1.0 0.0 1.1 0.0 0.1
3.6 4.2 3.9 11.5 2.3 21.1 16.7 17.1 6.0

67.6
33.1 35.3 36.8 11.1 15.5 7.9 7.2 2.7 12.5
100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
(: %)
,
|
.
, , ,
() ( ) (%)
( )
63,013 154,835.6 80.9
427 791.1 0.4
0 0.0 0.0
0 0.0 0.0
6,795 34,564.9 18.1
0 0.0 0.0
176 223.5 0.1
17,729 46,980.3 74.4
1,026 942.2 1.5
: · (2018). 2017 , pp. 464~465. .
/
56 2017 57 | , 2
( ) (%)
( )
: · (2018). 2017 , pp. 466~467. .
/
|
10

. remake right ,

.
,
.
4,922 ( 541 )
96.1% , (61 , 6
7,100 /1.2%), (52 , 5 7,200 /1.0%)
.
1 373 ( 41
/71.7%) . (38 , 4 1,800 /10.1%),
(29 , 3 1,900 /7.8%) .
2008 2009 2010 2011 2012 2013 2014 2015 2016
4.5 4.3 3.1 10.0 14.3 15.8 11.4 14.9 6.5
67.8 68.2 71.7 79.5 75.7 73.7 78.7 78.0 71.9
OEM 13.2 12.6 11.2 - 4.3 0.0 3.2 0.0 0.0
12.3 12.9 10.8 5.7 3.1 5.3 4.4 4.8 21.3
2.2 2.0 3.2 4.8 2.6 5.3 2.3 2.3 0.3
100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0 100.0
: (2017). 2017 , p. 42.
(: %)
58 2017 59 | , 2
< House
of Cards>, < Orange is the New Black>
.
.
10~20
.
<> <
>
.

•2018 70 ( 7 7,000 )
• 40 ( 4 4,000 ) •2018 45 ( 4 9,500 )
•
• •2017 50
•2017 6 TV <Planet of the Apps> •2018 10 ( 1 1,000 )
• TV 300 ( 33 ) (, 2017. 06)
•
• 1 (
1,100 )
SNS •: • : 60 ()

PP • TV(HBO, Starz, Showtime )
: (2017). KOCCA : , p. 5. .
OTT

.
Intellectual Property, IP
. Google, Apple, Amazon, Netflix, Hulu

. legacy media
. ,
TV,
,

.
.
2018 1 , 190 , 1 1,700 , 1
1 1,400
. 2017 , 2
520 . 200 .

. 2012 2 <Lilyhammer>
2018
60 2017 61 | , 2
,
OTT .
2016

. 20
, 3 2 ,
800 . <>, < >
,
.
,
,
.

.
(24.8%), (20.5%), (15.8%),
(8.6%)
69.7%
. ‘KBS
America’, ‘MBC America’, ‘SBS International’
.
3
‘
Korea Content Wave, KOCOWA’ 2017 7 .

,
.
,
* : [] 2017 11 19~20, [] , [] 1,158.
: (2017). 2017 , p. 6. .
350
300
250
200
150
100
50
D r a m a F e v e r
K B S
Y o u T u b e
N e t f l i x
P l a y T V

1 t h e K
S B S
M B C
45
63 | ,


2 0 1 7
W h i t e
p a p e r
64 2017 65 | ,
.*
OTT .
, OTT
. 2017
window(DVD, , , TV )
Revenue Share
.
VFXVisual FX( ), DIDigital Intermediate( )

2017 7,806 2,722( 858 6,899 ) 2011
. 7,018 4,428
( 772 287 ) 81.8% ,
* (2018. 02. 12). 2017 , p. 47.
2013 2014 2015 2016 2017
18,950,929 14,042,809 21,372,505 38,613,215 70,184,428 81.8
VFX·DI 18,845,429 10,995,259 18,179,820 36,096,838 65,953,928 82.7
3D - - 2,541,312 1,884,117 0 -100.0
89,000 102,600 54,000 231,400 30,500 -86.8
( ) 16,500 2,944,950 597,373 400,860 4,200,000 947.8
*
22,423,412 36,703,952 26,126,402 57,196,603 78,062,722 36.5
: , .
: (2018. 02. 12). 2017 , p. 50.
20132017 (: , %)
,
2017 15.5%
3,477 1,671( 382 4,884 ) . 2005
. , 595 4,486
( 65 4,993 ) 56.8% . ,
4,072 6,157(
447 9,877 ) 7.2% .
,
.
OTT <>, <>

37,071,445 26,380,475 29,374,098 43,893,537 40,726,157
(MG+Flat+)
34,156,895 18,636,519 16,823,335 30,106,468 34,771,671
(Overage++)
2,914,550 7,743,956 12,550,763 13,787,069 5,954,486
83.7 -28.8 11.3 49.4 -7.2
: 1) .
2) = /
: (2018. 02. 12). 2017 , p. 4.
2013~2017 (: , %)
66 2017 67 | ,
1,430 , 2
. <- >
BIFF AFM 103 .*
.
2017 12 22 5 1**
. 2018 1 21 4
( 144 ) . 2017 <
: >(6 5,078 , 234 2,808 )
2 *** <>
* (2018. 01. 27). <‘’, >.
** (2018. 01. 30). < ‘’, 1400 >.
*** (2018. 02. 06). URL: http://extmovie.maxmovie.com/xe/movietalk/
<> : <>
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7,878.294( 866 6,123)
57.6% .
,
OTT .*
2017 , <> & <- >
2017 <
>. 2017 <>
.
,
Tilda Swinton, Paul Franklin Dano
.
. <>
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. <> .
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. 2017 12 20
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68 2017 69 | ,
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. <>
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.
<> 2017 6 28( 6 29)
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. 190 1


1 . 2018 1 11
, 2 1 ,
18 1 28 4,000 ( 56 ) .*
2016 8 25 <> 6,800
( 95 2,7000 , 2016 2)
2 .**
1***, 2,
3 ****, ···
· .
29492832.
* (2018. 01. 30). < ‘’, 1400 >.
** (2018. 02. 06). URL: http://extmovie.maxmovie.com/xe/movietalk/
29492832.
29492832.
**** Media Rising (2018. 02. 06). URL: http://www.hrising.com/movie/?mode=view&no=6719
&search_type=&keyword=%EC%8B%A0%EA%B3%BC%ED%95%A8%EA%BB%98
/ ()
: (2018. 01. 27). <‘’, >.
<- > (2018 1 ) (: )
70 2017 71 | ,
.* 2016 < :
>, < >
2017 .
.

2016
1
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