Who’s Watching My Movie? (Mapping Indonesian Movie Audience

Characteristic in Yogyakarta 2014)

NEWMESIS New Media Studies Department of Communication Faculty of Social and Political Sciences Universitas Gadjah Mada

FOREWORD Indonesian movie audience who goes to theater are mostly the young adult and teenager segment. This segment has disposable income but they do not always watch movie in theatre. They enjoy watching movie from their laptop/PC and other screening room outside theatre. Unfortunately, when they go to theatre, most of them do not watch Indonesian movie.

Nunung Prajarto (Researcher)

Syaifa Tania (Researcher)

Mashita Phitaloka Fandia P. (Researcher)

Open Up For Mail newmesis.ugm@gmail.com

Referencing Prajarto, N., Tania, S., Fandia, M.P. (2014). Mapping Indonesian Movie

Audience in Yogyakarta 2014. Department of Communication Fisipol UGM. Research Report. Unpublished.

INTRODUCING INDONESIAN MOVIE AUDIENCE

IN YOGYAKARTA 2014

NEWMESIS New Media Studies Department of Communication Faculty of Social and Political Sciences Universitas Gadjah Mada

INTRODUCTION The dynamic of Indonesian movie industry can not be separated from audience. Without audience, movie industry goes for nothing. The rise of Indonesian movie industry during decades of 2000 along with the development of technology brings out several impact in audience studies. Understanding audience characteristic from their watching habit is very significant. For corporation, the data can be used in considering movie development and production process. Otherwhile, for government the data can be used to ensure investor investment in movie industry.

INDONESIAN MOVIE AUDIENCE TODAY ARE

• Watching movie from

their laptop/PC • Watch movie privately • Share and recommend

the movie they watched in social media

WHO ARE THEM?

Indonesian movie audience can be anyone, but primary target audience of Indonesian movie is youth. It seems from the title, plot, and talents on most movie nowadays.

MORE SPECIFICALLY THEY ARE

• young • connected • social • follow the trend

EXECUTIVE SUMMARY

According to our research findings, quality is the main reason for audience in choosing movie. Unfortunately, audience are more likely to watch import movie than Indonesian. Audience think that the plot in Indonesian movie is less interesting while there is significant correlation between plot and audience’s preference. Improving quality, building movie academy, and improving script writing competency are three main suggestions from audience to develop the industry.

KEY FINDINGS

NEWMESIS New Media Studies Department of Communication Faculty of Social and Political Sciences Universitas Gadjah Mada

METHODOLOGY

SAMPLE FRAME

384 respondents

70% female

30% male

graduate from: high school 55% university 21% others 24%

40% age 15-20 y.o.

42% age 21-30 y.o.

other age 18%

68% student

15% employee

other occupation 17%

METHODOLOGY

QUESTIONNAIRE The questionnaire was developed in three sections. First section describes respondent’s watching habit. Second section describes their opinion towards certain statement. Third section describes demographic profiles of respondent.

FINDING

Reason for watching movie Good movie 53% Spare time 16% Hobby 15% Accompany friend 16%

Information source about movie Friends recommendation 48% Mass media review 13% Movie website 12% Movie trailer in theater 10% Movie ad in mass media 10% Movie poster in theater 2% Blog 2% Others 3%

Companionship Friends 61% Family 15% Alone 3% Others 21%

Reason of choosing theater Theater facility 41% Showtime schedule 25% Near home 8% Inside/outside mall 7% Others 19%

Activity while waiting show time Chatting 37% Dine around theatre 18% Wait in waiting area 14% Looking at poster 14% Others 17%

Buying Ticket Directly buy in theatre 80% Ask someone else to buy 10% Indent in theatre 7% Online purchase 3%

FINDING

Movie attraction Genre 60% Actor 10% Film festival winner 2% Director 1% Country of origin 1% Others 5% Not certain 21%

Most watched genre Action 24% Psychodrama 14% Horror 9% Sci-fi 8& Animation 7% Comedy 6% Not certain 29% Others 3%

Determinant factor on audience satisfaction Plot 62% Acting 10% Visual effect 8% 3D 3% Animation 2% Others 2% Not certain 10%

FINDING

79% of respondents watch foreign movie more often than Indonesian movie. There is significant correlation between audience preference toward foreign movie and less conflicted plot in Indonesian movie content.

Most favorite movie comes from

America 58%

United Kingdom 17%

Indonesia 9%

South Korea 5%

Japan 4%

Thailand 3%

India 1%

China 1%

Iran 1%

France 1%

FINDING

81% optimist about the

future of Indonesian movie industry

30% trying to watch

Indonesian popular movie

93% agree there is urgent

need for script writing workshop

88% agree that film

makers need to be certified

61% Indonesian movie

quality needs to be developed

53% watch movie from

their personal laptop

58% movie queue in

theater makes them uninterested to go watching movies in

theater

58% consider movie ticket

in theater is too expensive

53% disagree about the only allowance for

food&beverages sold by the theater

77% documentary movie

created by local movie makers should be developed more

FINDING

92% Indonesian movie should

reflects Indonesian culture

59% consider Indonesian Film

Festival as the highest award of appreciation

87% Consider that the role of cencorship

bureau is important

75% consider that an independent

bureau to handle audience complaints is required

65% agree that movie discussion after

a screening is a right form of appreciation

87% Audience will recommend Indonesian

movie they have watched to their friends if they think the movie is good

64% Indonesia should build movie

academy in rural area

90% Audience optimist that movie

community can be developed in all area of Indonesia

The End

*for further discussion about this research please kindly contact the research team by our subjected email address.