Page 670 - MARSIUM'21 COMP OF PAPER

FYP PROPOSAL

AHIBS UTM SKUDAI DEC 2021

TRAILER, CRITIC REVIEWS AND WORD OF MOUTH INFLUENCES ON KERIS SIAMANG
TUNGGAL’S MOVIE CONSUMPTION

NURSAHIRA ENJI, PROF DR ROHAIZAT BAHARUN

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

*Corresponding author: nursahira@graduate.utm.my
Abstract (Not more than 200 Words)
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

■ 1.0 INTRODUCTION

North America has long been the world's leading box office market, with Hollywood blockbusters garnering recognition from all around the
world. In recent years, China and other Asian markets have been making their imprint on the international cinema business. There has been
an increase in the popularity of Bollywood films outside of India, however despite India's film industry releasing more films than China and
America combined, its box office receipts are relatively tiny (Statistica, n.d.).

According to data stated by Perbadanan Kemajuan Filem Nasional Malaysia, (n.d.), there is a significant decrease of movie revenue and
audience for all foreign and local films in cinema before the pandemic hit Malaysia. A significant drop from RM1.08 billion in 2019 to
RM 123.95 million in 2020, shows that the entertainment industry went through a big change during the Covid-19 pandemic. (Richard,
2021). Theaters and movie sets were forced to shut down for months causing hundreds of movies being delayed. For example, the release
date of the new James Bond film, No Time to Die, has been pushed back from April 2020 to October 2021. (Moss, 2021). Moving movies
back will have a chain effect that will affect the timeline of the film for years.

Despite of recession and pandemic, people have not given up their habit of consuming movies in other alternatives’ theater segments
which offer direct-to-consumer distribution. Many movie studios moved to streaming services. Cinemagoers will no longer have to wait 90
days just to see a Universal Pictures film at an AMC Theater. Instead, they will get the chance to see the premiere films within 17 days due
to the signed contract between both players.

When a new movie comes out in theatres, Warner Brothers starts putting it on HBO Max the same day. This strategy will remain at least
until the end of 2021. Disney+ did the same thing. Some new movies were charged for, but others were included in the basic subscription
fee (Morgan, 2021). Same goes to our local movie productions, have pursue to streaming services provider such as Netflix, iQiy, Tonton,
Viu, WeTV iflix and etc (Nunis, 2021).

■ 1.1 BACKGROUND OF THE PROBLEM

To be successful in today's market, marketers must figure out how to sway customers' purchasing decisions in their favour. In Business
Dictionary, consumer buying behavior defined as “the process by which individuals search for, select, purchase, use, and dispose of goods
and services, in satisfaction of their needs and want” (Stankevich, 2017). While in this research, film is categorized as experiential product.

Marketing become the critical component of a film's success. There are many films out there that have amazing plots and characters but fall
flat on their faces because of the lack of adequate marketing development. In the face of dwindling DVD sales, studios are hoping to restore
their invested capital and more during the cinema release. However, due to a decrease in movie theatre attendance since the outbreak, many
studios are attempting to cut costs.

Even though blockbuster box office revenue is always desirable, some studios are refocusing their attempts in order to secure high
profitability. Low-budget films stand to benefit greatly. As mentioned by Lina Tan, who sits on the board of the National Film Development
Corporation Malaysia or FINAS, said one of Malaysia’s perennial problems is the budget. The average film budget is about

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