ENHANCING AUDIENCE ENGAGEMENT WITH "MENCURI RADEN SALEH": ANALYZING THE IMPACT OF CELEBRITY, CINEMATIC ELEMENTS, DISTRIBUTION CHANNELS, AND MARKETING FACTORS ON THE SUCCESS OF INDONESIA'S 2022 HEIST BOX OFFICE

• Main Author: Virginia, Vamela
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75509
• Institution: Institut Teknologi Bandung

Indonesia's film industry has experienced rapid growth, evident from the increasing viewership of films. However, filmmakers have shown limited exploration of diverse genres. In contrast, "Mencuri Raden Saleh," a local heist film, defied conventions and ranked as the 33rd best-selling Indonesian film of all time. The movie follows the audacious theft of a historical art piece by six young individuals and achieved remarkable success, attracting over 2.3 million admissions and grossing between IDR 70 to 300 billion. Even after its theatrical release, the film maintained immense popularity on digital platforms, particularly Twitter, consistently trending, and eliciting substantial engagement from devoted fans and the general public. It also secured a spot in Netflix's Top 10 films category for an extended period. This study comprehensively analyzes the factors driving the expansion of the fan community and the enduring audience engagement with "Mencuri Raden Saleh." Employing a mixed-methods approach, the research involved qualitative interviews with 11 informants and a quantitative online survey with 291 respondents, utilizing judgmental sampling of individuals who had watched the film at least once and remained actively engaged with it. The findings reveal that the presence of renowned stars, superior film quality, and effective marketing strategies significantly influence sustained audience engagement. These insights hold essential implications for filmmakers, urging them to embrace genre exploration to invigorate the industry and cater to diverse audience preferences. Additionally, the study highlights the pivotal role of well-crafted marketing campaigns in fostering audience attachment and expanding the reach of locally produced films. By capitalizing on these findings, filmmakers can enhance audience engagement potential and contribute to the continued growth and evolution of Indonesia's film landscape.