A Study Of Kl24: Zombie’s Attention

Abstract

This research discusses how the independent Malaysian film KL24: Zombie uses the attention economy with a minimum budget to promote their film on internet. Attention has a value of real currency in business and individuals. It relates to the use of social media. Films promotion no longer needed to wait after their creation. For Malaysian films industry, attention is very crucial and it literally means to have the audience watch the film. A in depth interview with James Lee – independent film director in Malaysia been conducted in this research paper. The director only spent around RM500 on buying Facebook ads. The social media platform-YouTube allows him to keep track how long he manage to keep the audiences’ attention. Viral marketing is a strategy based on social media networks to increase awareness about a brand, product, or an event before the item it launched- basically word of mouth marketing, but through social media. Malaysian film makers should start opting on imitating the similar process of marketing and start promoting their movie earlier. Although they might not have enough budgets to produce a movie at that moment, making the public aware of their upcoming movie would grab the attention of not only the potential audience but also potential investors that would want to invest their money to the movie.