As a seasoned movie buff with decades of film enthusiast history under my belt, I find the insights shared by these Indonesian industry leaders during the JAFF Market panel truly enlightening. The strategic approach to brand partnerships presented here resonates deeply with me, as I’ve witnessed numerous instances where such collaborations have significantly enhanced a movie’s overall impact and appeal.
During a discussion at the Jogja-Netpac Asian Film Festival’s JAFF Market, Indonesian film industry heads shared strategies for successful brand collaborations, emphasizing the industry’s transformation into a thriving commercial space.
Experienced filmmaker Mira Lesmana (“What’s Up With Love?”, “Sherina’s Adventure”, “Gie”) highlighted the importance of a holistic method for brand integration. In her words, “Brand activations can seamlessly fit within the movie’s environment.” This includes elements such as social media content, product placement, and logo displays. The goal is to make brand involvement harmonize with the film’s character and essence.
Angga Dwimas Sasongko, head of Visinema Pictures, encourages brands to examine the entire range of possibilities in film production. According to Sasongko, “Films can serve as a marketing tool for influencing consumer behavior.” He further explained that this involves not only pre-production and post-production stages, but also marketing strategies and activation efforts.
In simpler terms, Rendy Alimudin, Vice President and Head of Digital Marketing at Bank Central Asia, emphasized the long-term benefits when partnering with movie productions. According to him, these partnerships should be viewed as long-term investments rather than just short-term opportunities.
Alimudin noted that while films may not drive immediate business conversion, they create lasting impact through social engagement. “Measurable impact comes from becoming the talk of the town; there’s social value that comes from the film [product] itself,” Alimudin explained. “There’s subtlety that’s needed, but the branding [creatively] also becomes a valuable point.”
The potential for audience targeting emerged as a key consideration. “Brands look at audienceship. The industry would definitely look into whether or not these audiences resonate with what they’re trying to sell. It’s a huge opportunity for businesses,” Sasongko said.
Lesmana, hinting at the upcoming third installment of “What’s Up With Love?”, set in the 2000s, discussed the difficulties of branding during that era. She stated, “For period films, there are various methods to incorporate brands; it’s always possible to find a believable solution.
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2024-12-05 06:16