Page 61 - MARSIUM'21 COMP OF PAPER

TRAILER, CRITIC REVIEWS AND WORD OF MOUTH INFLUENCES ON

KERIS SIAMANG TUNGGAL’S MOVIE CONSUMPTION

Nursahira Binti Enji, Prof. Dr. Rohaizat Bin Baharun

Azman Hashim International Business School, Universiti Teknologi Malaysia, Johor Bahru

*Corresponding author: nursahira@graduate.utm.my

Abstract

The film industry is a risky venture due to the high cost of film production. Nowadays, marketing strategy

need to gear up digitally in order to ensure the success of the film and receive high turn-over revenue.
Les’ Copaque Production Sdn. Bhd. (LCP) is well known for its prestige’s 3D animation capabilities

starting from the Upin and Ipin series until the latest Keris Siamang Tunggal in 2019. Their excellence in

making films has shown the world that Malaysia's animation industry can excel with top animation
industries like Disney and Pixar. In this research, the influence of film trailer, critics reviews and word of

mouth being measured to identify its relationship towards consumer decision making in movie
consumption, particularly in Keris Siamang Tunggal film. The Kotler's Black Box Model was reviewed

to determine how consumer translate information source into a decision.

Keywords: Movie consumption, trailer, critic reviews, word of mouth, Upin dan Ipin

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