Penerapan Integrated Marketing Communication dalam Industri Perfilman di Indonesia

Abstract

This research discusses the application of Integrated Marketing Communications (IMC) in the Indonesian film industry through a case study of Sinemaku Pictures. The results show that Sinemaku Pictures implements an integrated marketing strategy that includes advertising, sales promotion, events and experiences, public relations and publicity, direct marketing, online and social media marketing, mobile marketing, and personal selling. The combination of these elements creates a comprehensive strategy that not only increases awareness of the films produced, but also builds an emotional bond with the audience. Sinemaku Pictures utilizes advertising on social media, sales promotion through collaborations, and events and experiences such as premiere events to deliver a more personalized viewing experience. Public relations is also maximized through press screening and strategic relationships with the media to ensure positive exposure for the films. This approach not only attracts audience attention, but also reinforces Sinemaku's identity as a production house that supports young filmmakers and local works. This innovative marketing strategy makes the audience not just consumers, but also part of Sinemaku's creative journey. The findings of this research suggest that Sinemaku's implementation of IMC can serve as a model for the Indonesian film industry in facing increasingly complex and competitive marketing challenges, as well as strengthening the position of local films.