INNOVATION PROCESS THROUGH COLLABORATION FOR INDONESIAN INDEPENDENT FILM INDUSTRY ( CASE STUDY : SEEDS MOTION )

• Main Author: Caesario Barkah, Muhammad
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48766
• Institution: Institut Teknologi Bandung

The creative economy has the potential to be an engine of growth in Indonesia for the next 10 years. This relatively new industry contributed around 7% to national gross domestic product (GDP) during the 2010 - 2015 period. The film, animation, and video is one of four sub-sectors which are potential because the growth is rapid in 2015. In order to keep the momentum, film maker needs to keep innovating and make a good film production. But in the process of making a film, film makers often overlooked some beneficial factors beside the film itself which could affect the product itself. To overcome this, the solution is through collaboration. Collaboration can add value to the films made, in terms of production and strategies in selling the movies. In collaboration, all parties can exchange information, share resources, increase benefits, and share risks by working together as a team. This research will discuss about the process of collaboration in the development of innovation of film products and the differences from collaboration in the form of cooperation, collaboration and co-creation. The approach of this research is to see the operation in doing collaboration in case of Sculpting the Giant film . The method used in this research is an explorative research. Then the research will be analyzed using marketing mix to describe the product and service. Then proceed to the condition’s theory by Drucker (1993) that discuss abouth the process of collaborative and operational approaches and analysis of differences in collaborative approaches between collaborators. The result of this research is a different approach from each collaborator, namely co-creation with Wordshelf Studio, cooperation with Phiwedari, cooperation with Focused Equipment and cooperation with Ideosource to make ‘Sculpting The Giant’ film. Operations that are carried out in accordance with the expertise of each collaborator, timeline, and strategies made on the pre production stage makes the production efficient and effective. This research also suggest that distribution and marketing strategies makes the Sculpting the Giant film knows which path to take to reach the right market.