Membaca Pasar Film Indie Lewat Film “SITI” Karya Edi Cahyono

Abstract

Penelitian ini bertujuan untuk memahami strategi pemasaran film independen. Sebagai studi kasus dipilih pemasaran film produksi Fourcolors Yogyakarta. Perkembangan  film independen  di  Indonesia, khususnya di Yogyakarta tidak terlepas dari pergerakan dan perkembangan komunitas-komunitas film dan sekolah-sekolah film. Fourcolors yang kali pertama berangkat sebagai sebuah komunitas film independen, lewat film “Siti” karya sutradara Edi Cahyono mencoba memberikan warna baru dalam peta perfilman independen di tanah air. Sebagai sebuah film yang tumbuh dari berbagai festival, baik nasional maupun internasional, film “Siti” akhirnya mampu menembus pasar film mainstream lewat prestasinya sebagai pemenang Festival Film Indonesia. Hal ini menjadi sebuah kejutan dan mematahkan sekian banyak mitos bahwa film independen sulit untuk menembus pasar mainstream. Ketepatan memilih jalur distribusi melalui festival memiliki peran yang cukup penting dalam menentukan target penonton dan kualitas yang akan dicapai.

Reviewing the Market of Indie Film through the Film of “SITI” by Edi Cahyono. This study aims to understand the strategy of  independent film marketing. The marketing of film production of Fourcolors Yogyakarta is chosen as a case study of this study. The development of independent films in Indonesia, especially in Yogyakarta is inseparable from the movement and development of film communities and film schools. Fourcolors that firstly sets out as an independent film community, through the film of "Siti" by director Edi Cahyono tries to give new colors in the map of independent film in this country. As a film that grows from various festivals, both nationally and internationally, the film of "Siti" is finally able to break through the mainstream film market through its achievements as the winner of the Indonesian Film Festival. It comes to a surprise and breaks the myths that the independent films are difficult to penetrate the mainstream market. The accuracy of choosing the distribution channels through the festival has a significant role in determining the target audiences and the quality to be achieved.