The Marketing Communication Strategy of Indonesian Film A Study Case: Laskar Pelangi Film

Amilia Wulansari,Loretta Kainary Hutapea

doi:10.47405/mjssh.v6i10.1131

Abstract

The purpose of this study is to present the appropriate marketing communication strategy for a film based on the marketing mix and communication mix strategy. Promotion is considered to be the most important sector in film where it is also determined as the first stage to introduce the new release film to the audiences. Therefore, promotions are used by the home production as a tool to provide the film information that aimed to create the public awareness towards the film and decide to watch it in cinema without taking the risk of being unsatisfied. The study will be in the form of a study case taking the well-known Indonesian film “Laskar Pelangi” as the object research. The methods that used are a descriptive qualitative approach through research, observation, and interview with the publicist team of Laskar Pelangi film. The finding shows that PT Miles Films as the home production of Laskar Pelangi using the Integrated Marketing Communication (IMC) such as advertising, direct marketing, sponsorship marketing, exhibitions, point of sale and merchandising, and Word of Mouth (WOM) by considering its target consumer which is the family and Laskar Pelangi novel’s reader. Furthermore, the company use the Unique Selling Point (USP) in terms of casting, producer, director, and also the moral value of the film affecting to improve the interest and consumer’s desire to watch the film. The overall research documents that for the film industry to perform well, the company needs to define the marketing tools based on the target market.

Highlights

Creative industry has become a familiar topic for people as it can be found anytime, anywhere, and in any other platform that people tend to use
The emerge of globalization innovate that the creative industry played an important role in the modern economy (Badan Pusat Statistik and Badan Ekonomi Kreatif, 2020), this phenomenon can be seen in Indonesia where the creative industry being utilized and affect an increase for workfield opportunities that generates the high of prosperity
The Laskar Pelangi film was inspired by the ravishment of Mira Lesmana and Riri Riza towards the Laskar Pelangi novel written by Andrea Hirata that was published earlier in 2004

Summary

Introduction

Creative industry has become a familiar topic for people as it can be found anytime, anywhere, and in any other platform that people tend to use. According to Opus Creative Economy Outlook 2020, it predicted that the creative industry of Indonesia will be contributed by IDR www.msocialsciences.com. Mira Lesmana and Riri Reza aimed to build the chemistry between the story and the film character in a natural way, “even though the children have no experience in acting, they are talented, brave, willing to try and they are able to perform their figure well”. This applied for selecting the other actor where the main consideration is the ability of the actors and the chemistry in representing the characters in the story

Objectives

Findings

Methods

Conclusion