Strategi Promosi Rumah Produksi Dari Hati Films Dalam Memperkenalkan Film Catatan Akhir Kuliah Untuk Menarik Animo Masyarakat Menonton di Bioskop

Promotional Strategy of Dari Hati Films Production House in Introducing the Film Catatan Akhir Kuliah to Attract Public Interest in Watching at the Cinema

Abstract

Introduction: The Indonesian film industry has been experiencing rapid growth, which leads to increasing competition among filmmakers in capturing public attention. To attract audiences to the cinema, filmmakers must implement effective promotional strategies. This study aims to identify the promotional strategies used by Dari Hati Films production house in introducing the film Catatan Akhir Kuliah and drawing public interest, particularly among young audiences.

Methods: This research employed a qualitative descriptive approach with a case study design. Data collection techniques included in-depth interviews with two key informants—namely the film’s producer and director—as well as documentation such as notes, photos, printed materials, and event agendas.

Results: The findings indicate that Dari Hati Films utilized a variety of promotional strategies, including novel discussions, open casting calls, active engagement on social media platforms, film workshops, press conferences, and a gala premiere. These strategies were supported by promotional tools distributed via electronic media, print media, and internet platforms.

Discussion: In conclusion, the promotional strategies implemented by Dari Hati Films played a crucial role in introducing Catatan Akhir Kuliah to the public. The use of a diverse promotion mix, coupled with targeted promotional activities, proved effective in raising awareness and stimulating audience interest in viewing the film at cinemas.