An Investigation of Marketing Strategies for Cinema Media Advertising in Indonesia: Comparative Analysis between Conventional and Digital Ages

Abstract

The development of cinema in Indonesia has experienced relatively rapid growth. From the 1950s to the 1970s, cinemas in Indonesia began to build cinemas in almost every corner of the city. Until now, the cinema has been one of the entertainment facilities of choice, which can play cinema media on the big screen and enjoy film production performances at home and abroad. The cinema industry in Indonesia has also entered the era of digitalization. The era of digitalization in the cinema industry includes the availability of film schedules and online ticket purchases via websites and applications. Apart from that, there are also official cinema media accounts on social media such as Facebook, X (Twitter), Instagram, and TikTok. In facing increasingly fierce competition in the digitalization era of the film industry, they have a marketing strategy that can help find solutions to plan the message they want to convey to the audience. Thus, the study seeks to determine the differences in marketing strategies between the conventional and digital eras. This study uses a qualitative approach through descriptive-interpretative and critical observation. The findings show the differences in the marketing strategies carried out by cinema media in Indonesia in the conventional and digital eras.