‘인용’을 기반으로 한 ˂스파이더맨: 노 웨이 홈˃의 트랜스미디어 스토리텔링 구현 전략 연구

초록

This study aims to analyze the transmedia storytelling strategy of <Spider-Man: No Way Home> and explore the validity and strategic value of the quotations utilized in the work. In transmedia storytelling, the universe plays a key role in integrating various texts, and the storytelling strategy centered on the universe maximizes the revenue of the content industry through continuous story creation and play with enjoyment as the driving force. Marvel has utilized multiverse theory to expand its universe, but the lack of box office success from ‘Phase 4’ onward has exposed the limitations of their strategy. <Spider-Man: No Way Home>, on the other hand, became the highest-grossing and most talked-about multiverse movie of all time. In integrating Sony Pictures' already-completed <Spider-Man> franchise into the MCU, the film utilizes a transmedia storytelling strategy called ‘Quotation’ to expand the universe. <Spider-Man: No Way Home utilizes ‘Quotation’ to enhance the value of the <Spider-Man> IP by converging aspects of the franchise that it has embodied and reimagining it as a multiverse. Through this process, it creates a new storyworld by interconnecting characters from independent texts by having them perform new growth tasks based on the foundation of each Spider-Man character from past live-action films; by connecting the audience's prior experiences, it helps the audience to secure various entry points to the transmedia storyworld through their own combinations; and through this participatory performance, it activates the 'hierarchy of experiences' according to the amount and level of experience each audience member has, which has the effect of strengthening fandom.

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