PROPOSED INTEGRATED MARKETING COMMUNICATIONS STRATEGY FOR ORPA FILM

• Main Author: Prayoga Novridiazmanto, Denys
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/65729
• Institution: Institut Teknologi Bandung

ORPA is a new independent indie film by a newcomer production house, QUN Creative House. This movie has a unique storyline that illustrates a young Papuan teenage girl who runs away to pursue her dream of getting an education instead of following her father’s marriage arrangement for her. The process of producing this movie starts scriptwriting competition called “Sayembara Jendela Papua”, where QUN Creative House looks for the best script from the Papuan contestants. A script by Theo Rumansara titled ORPA is then picked as it has the greatest potential to be made into a movie out of the four scripts that have been shortlisted. QUN Creative House managed to make him become the first Papuan film director along with all the casts and crew who are all Papuan. With the ORPA film, QUN Creative House hopes that this film will be a stepping stone for Papua in the film industry. This film is also expected to be a platform to raise a common issue in Papua and probably other areas about gender inequality and child exploitation while this movie also can promote the natural wonders and rich cultures of Papua land to other Indonesians and the international world. ORPA is set to be released in December 2022, and QUN Creative House targets 50,000 audience upon launching. This number of target audiences may come from Indonesia and overseas. The company has started to promote the movie on Instagram and press releases in January 2022, however, a better well-established integrated marketing communications strategy is needed in order to meet the set target audience. In-depth interviews with the internal team of ORPA and experts in the film industry as qualitative research method are conducted, on top of an online survey a as quantitative research method to gather required data as basis to analyze the external and internal factors that may affect the success of ORPA movie. PESTEL, Porter’s Five Forces, Competitor, and Customer Analysis are the frameworks for the external analysis, while STP, Marketing Mix (4Ps), Resource-Based View, and VRIO frameworks are utilized for the internal analysis. The results of the analysis will then be summarized in SWOT analysis, and SWOT Matrix is then used to formulate the best-integrated marketing communications strategy for ORPA.