擴增實境應用於電影海報資訊圖表之創作研究

Abstract

臺灣電影發展至今，即使經過幾波浪潮起伏，均能展現各個時代的社會脈動，極具多元文化底蘊、自由且富有創作力，在華語圈與國際影壇備受好評。2020年新冠肺炎病毒肆虐全球，造成世界經濟的嚴重衝擊影響影視產業甚鉅，如何面對日益競爭的電影產業，行銷與推廣臺灣電影也是必然要素之一。擴增實境（Augmented Reality）是近年來備受矚目的科技項目，應用領域相當廣泛，其中不乏非常成功的行銷案例。資訊圖表（Infographics）更是在爆炸的數位潮流之中，精簡又有效率的訊息傳遞方式。而電影海報則是在電影誕生之時，即被賦予為其宣傳之責至今。本研究採文獻分析法，歸納與萃取相關研究與知識為基礎，以「原型法」（Prototyping）製作應用擴增實境於金馬獎最佳影片的電影海報，結合資訊圖表的動態演繹其多元的獎項殊榮與軼聞花絮，輔以專家深度訪談法評估實驗方向，進而提煉出影響觀影意願最顯著的資訊項目為「演員卡司」、其次則為「口碑評價」、「有無獲獎」與「故事題材」並列，以此依據作為篩選載錄資訊之準則。於實驗結果得到全體專家反饋，有效提高觀影意願的正面評價。最後創作階段呼應前述歸納之執行要領，制定一套電影資訊圖表分鏡腳本的架構模型，實際應用於十件電影海報資訊圖表作品，並轉譯為動態圖像（Motion Graphics）結合擴增實境發表展示。透過本研究的實作分析，探索宣傳觸及效果日漸薄弱的傳統電影海報，經由現有科技之助，靜態的圖文印刷品得以拓展其資訊傳達的多元性與功能性，藉由虛擬與真實共存的形式，活化觀者的體驗與印象，跨越實驗到實用的階段，運用於宣傳臺灣電影的電影海報上，進而提升其廣告效益並創造更多附加價值。Even though the Taiwanese movie industry went through quite a number of waves, it remains highly acclaimed not only in the Mandarin-speaking film industry but also internationally. Known to reflect social upsurges through different eras with Taiwan’s rich multicultural background and it’s free& powerful creativity. The worldwide COVID-19 outbreak in 2020 heavily damaged the global economy thus greatly impacting the telemedia industry. Marketing and promotion of Taiwanese movies is one of the major factors needed to face the challenge of increasingly fierce competition in the movie industry. Augmented Reality has been in the spotlight in the past few years with it’s wide application in different fields and a number of very successful marketing cases. Infographics have been proven to be a refined and efficient method of information transmission in this trend of digital information explosion. Movie posters had been given the mission of promotion since the first movie was released. Through understanding and studying Golden Horse Awards best movie winners, produced it’s poster utilizing Prototyping and implied AR, combining the dynamic interpretation of Infographics to present it’s diverse award winnings and behind the scene clips, with the help of in-depth interviews with experts and refining methods of implication, we fined down that the casting is the most crucial aspect that significantly affects how audiences receive the film, following with ratings, award winnings and the storyline, which should be considered to be the main criterions on the presentation. With the inputs from all related specialists from the results, should bring out positive effects in stimulating audience reception. By applicating the infographic storyboard structural model established following these aspects during the final phase of production on 10 infographic movie posters and converted to motion graphic combined with augmented reality for presentation. The main purpose of this study is to explore the possibilities, from theory to actual application, of expanding the diversity and functionality thus enhancing the viewer’s experience and impression of the weakening effectiveness of conventional movie posters and other static printouts with the help of technology. Furthermore, incorporating them into Taiwanese movie posters to increase their advertising effectiveness and create added value.