A Framework for Sustainable IP Development : The Integration of Data-Driven Strategy and the One-Source Multi-Use Model for Independent Creators = 지속 가능한 IP 개발을 위한 프레임워크: 데이터 기반 전략과 원소스 멀티유즈 모델의 독립 창작자 통합 방안

다국어 초록 (Multilingual Abstract)

This thesis explores the application of a One-Source Multi-Use (OSMU) model tailored for independent content creators. While traditionally leveraged by large-scale franchises, the OSMU strategy provides a vital path to creative and financial sustainability for independent creators. The purpose of this paper is to provide a practical, evergreen roadmap for small and emerging artists to build a sustainable IP ecosystem on a limited budget. This research employs a practice-based methodology, using the short film "Iadyâ" (“The Guardians Among Us”) as a central case study. The paper argues that a sustainable IP ecosystem can be built by strategically integrating three key pillars: thematic transcendence across various media, low-budget marketing and community-building initiatives, and a focus on economic feasibility through diversified revenue streams, including merchandising. This study presents a forward-looking approach by incorporating a data-driven filmmaking framework, which uses audience insights and artificial intelligence to inform content strategy and maximize a project's impact. The findings demonstrate that a limited budget does not have to restrict the lifespan or influence of a creative project, positioning the independent OSMU model as an essential and evergreen tool for navigating the modern media landscape.

Keywords: One-Source Multi-Use (OSMU), Independent Filmmaking, Data-Driven Filmmaking, Transmedia Storytelling, Creative Economy, Intellectual Property (IP), Artificial Intelligence (AI).

국문 초록 (Abstract)

본 논문은 독립 콘텐츠 창작자를 위해 맞춤 설계된 원소스 멀티유즈 (OSMU) 모델의 적용 방안을 탐구합니다. OSMU 전략은 전통적으로 대형 프랜차이즈에 활용되었으나, 독립 창작자에게는 창의적 및 재정적 지속가능성을 위한 필수적인 경로를 제공합니다. 본 논문의 목적은 소규모 신인 아티스트가 제한된 예산으로 지속 가능한 IP 생태계를 구축할 수 있도록 실용적이고 영속적인 로드맵을 제시하는 것입니다. 본 연구는 단편 영화 **“Iadyâ”**를 핵심 사례 연구로 활용하여 실천 기반 연구 방법론을 채택했습니다. 본 논문은 지속 가능한 IP 생태계가 다음 세 가지 핵심 요소의 전략적 통합을 통해 구축될 수 있다고 주장합니다: 다양한 미디어를 아우르는 주제적 초월성, 저예산 마케팅 및 커뮤니티 구축 활동, 그리고 상품화를 포함한 다각화된 수익 흐름을 통한 경제적 실현 가능성에 대한 집중입니다. 나아가 본 연구는 관객 통찰력 및 **인공지능 (AI)**을 활용하여 콘텐츠 전략을 수립하고 프로젝트의 영향력을 극대화하는 데이터 기반 영화 제작 프레임워크를 통합함으로써 미래 지향적인 접근 방식을 제시합니다. 연구 결과는 제한된 예산이 창의적 프로젝트의 수명이나 영향력을 제한할 필요가 없음을 입증하며, 독립 OSMU 모델이 현대 미디어 환경을 탐색하는 데 필수적이고 영속적인 도구임을 확립합니다.

목차 (Table of Contents)

• List of Contents
• List of Tables 6
• List of Figures 7
• ABSTRACT 8
• 1. Introduction 10
• 1.1 Research Background 10
• 1.2 Research Questions and Scope 12
• 1.3 Research Methods 14
• 1.3.1 Literature and Framework Research Method 15
• 1.3.2 Practice-Based Research 16
• 1.3.3 Comparative Analysis Method 17
• 1.3.4 Audience Research Method (Quantitative) 18
• 1.4 Research Purpose and Significance 18
• 2. Relevant Theoretical Studies 21
• 2.1 The OSMU Framework 21
• 2.1.1 Core Components and Benefits 21
• 2.1.2 Characteristics of a Viable OSMU IP 22
• 2.2 The Urgency of OSMU 23
• 2.2.1 The Crisis of the Traditional Media Value Chain 24
• 2.2.2 Navigating Fragmentation and Market Demand 25
• 2.2.3 The Imperative for Data-Driven Strategy 26
• 2.3 OSMU in Practice (Case Studies) 26
• 2.3.1 Large-Scale Benchmarking: The Corporate OSMU Model 27
• 2.3.2 The Imperative of Differentiating Good and Bad OSMU 28
• 2.3.3 Independent Case Analysis and Localized Lessons 29
• 3. Research Project: “Iadya” OSMU Model 31
• 3.1 Film Introduction 31
• 3.1.1 Inspiration and the Origin of the Title 31
• 3.1.2 Basic Information 32
• 3.2 Film Development 33
• 3.2.1 Director's Intention and Thematic Core 33
• 3.2.2 Synopsis and Three-Act Structure 34
• 3.2.3 Biographical Sketches of Core Characters 35
• 3.3 The OSMU Model for Iadyâ 39
• 3.3.1 Thematic Transcendence and Market Demand 39
• 3.3.2 Low-Budget Marketing and Platform Strategy 40
• 3.3.3 Merchandising and Revenue Generation 43
• 3.3.4 The Role of Artificial Intelligence in the OSMU Pipeline 44
• 3.4 Production (Film) 44
• 3.4.1 Pre-Production: Strategic Efficiency 45
• 3.4.2 Principal Photography: Controlled Execution 48
• 3.5 Post-production (Film) 51
• 4. Discussion 57
• 4.1 A Data-Driven Approach for Future OSMU Projects 57
• 4.1.1 The Necessity of Accessible Analytics 57
• 4.1.2 The Strategic Role of Consistency and Timing 58
• 4.1.3 Synthesis: Data-to-Design Mapping 59
• 4.2 The Independent Creator’s Viability Equation 62
• 4.3 The Independent OSMU Advantage 65
• 4.3.1 Agility in Thematic Adaptation 65
• 4.3.2 Direct Audience-to-Creator Loyalty (The Loyalty Economy) 66
• 4.3.3 Democratization Through Assistive AI 66
• 4.4 Good and Bad OSMU: Critical Lessons 67
• 4.4.1 Defining the Pitfalls: Duplication vs. Dilution 67
• 4.4.2 The Lesson of Consistency and Thematic Necessity 68
• 4.4.3 Avoiding the Corporate Tentpole Trap 68
• 4.5 The "Why Now?" 69
• 4.5.1 The Imminent Need for Longevity 69
• 4.5.2 Market Signal: The APAC Demand for Thematic Depth 70
• 4.6 The Future of the Iadyâ IP (The Final Roadmap) 71
• 4.6.1 The Phased OSMU Roadmap 71
• 4.6.2 Long-Term Vision and IP Legacy 72
• 5. Conclusion 74
• 5.1 Summary of Key Findings 74
• 5.2 Contribution and Academic Legacy 75
• 5.3 Final Statement: The Power of Presence 76
• Acknowledgement 77
• References 78
• Appendix 81
• APAC Quantitative Audience Survey Questions 81
• APAC Quantitative Audience Survey Answers 86
• Section 1: Demographics and Consumption 86
• Section 2: Content Sensibility & Behavioral Triggers 88
• Section 3: Thematic Resonance & IP Engagement 89
• Section 4: Platform Priority & Strategy 91
• Section 5: Monetization & Merchandising 93
• Section 6: Future Preferred Content 95
• 국문요약 96