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RM1.5 million to RM2.5 million per film (Dalily, 2021). In Upin & Ipin Keris Siamang Tunggal production alone, it is the most expensive
Malaysian animation film which cost around RM20 million (Wikipedia, n.d.).

A better understanding of what works best in terms of attracting more people and making a profit will help studios stay in business longer,
which in turn will help keep the entertainment industry alive. Research has previously looked at the impact of variables such as type of film,
MPAA rating, star or director's star power and release season, audience review, budget, trailer, and word-of-mouth on a film's commercial
success (Fetscherin, 2010). Meanwhile, some of these variables could be the motivators that influence movie consumption decisions.

As the result, the goal of this research is to learn more about how people choose to watch movies and how marketers can market a movie
that is about to be released in a certain market. In other words, marketers need to know the best ways to attract people to see a new movie so
they can gain profit. Meanwhile, consumers use the information sources provided by marketers to help ensure they don't choose a bad movie
and wasting their money and time.

1.2 RESEARCH QUESTIONS

The following are the questions of this research:
i. Is the trailer a variable that determines whether or not to watch Keris Siamang Tunggal?
ii. Do critic reviews of Keris Siamang Tunggal's influence their viewing choices?
iii. Is word of mouth influence the decision to watch Keris Siamang Tunggal?
iv. Is Keris Siamang Tunggal movie consumption influenced in any form by the movie's trailer, critic reviews, and word-of-mouth?
v. What is the single most important factor influencing whether or not people watch Keris Siamang Tunggal's movie?
vi. Does the decision to watch Keris Siamang Tunggal movies depend on one's gender?

1.3 RESEARCH OBJECTIVES

This study listed two main objectives:

i. To see if there is a correlation between Keris Siamang Tunggal movie consumption and trailers for the film.
ii. To see if there is a correlation between Keris Siamang Tunggal movie consumption and critic reviews for the film.
iii. To see if there is a correlation between Keris Siamang Tunggal movie consumption and word of mouth for the film.

■ 2.0 LITERATURE REVIEW

2.1 Movie as an Experiential Product

A movie or film is defined by Wikipedia as “motion picture or moving picture, is a work of visual art accompanied by sound used to simulate
experiences that communicate ideas, stories, perceptions, feelings, beauty, or atmosphere”. Movie are considered as experiential goods that
can evoke variety of emotions such as love, surprise, sadness, anger, joy and fear among its audience (coop, Kadiyali, & Narayan, 2009).
Fowdur, et al (2009) also state that emotions produce by a product from consumers are defined as emotional product attributes. Moreover,
Jennings Bryant (2002) added that, the role of emotional attributes rich in movie choice where satisfaction and enjoyment hinge on the
fulfillment of consumers’ emotional expectations as the plot devolves.

According to Dhar & Wertenbroch (2000), utilitarian goods are more functional and instrumental, while hedonic goods are more enjoyable
and exciting. Comparing movies to other media such as television and radio, dh-Martin (1992) came to the same conclusion.

2.2 Decision Making on Movie Consumption

Kotler & Keller (2012) study elaborates in details the traditional model of the 5-stage of consumer buying process.

The model's first step is to identify a problem or a need. Internal or external stimuli can cause a person to feel a need. Advertising and sales
promotions can be used by marketers to create an imbalance or a need. As soon as a consumer notices they have a gaping hole in their lives,
a desire and need to fill it will arise. Same goes to movie, moviegoers notice the latest movie that catch their attention to watch through an
advertisement but selective in deciding to watch or not. Stankevich (2017) states that these moments are influenced by three factors: "(1)
existence or creation of desired (preferred) status, (2) availability of information about new status (new products or versions of the products)
and (3) related/complementary products for this product may create a need and motives that drive customers".

Natural curiosity will lead to second stage in this model which is the information search about the movie. The movie buying decision
influenced by different sources. He/she may look for information from both internal and external sources. Utilizing information from memory
like experience is considered as internal information search. Meanwhile, external information search is recommendation from third party
like friend and family, using public sources such as social media reviews and blogs rating, or could be marketing-controlled

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