Citation

Yong, Ching Fei (2024) Sustaining Malaysian independent filmmaker with social media approach. PhD thesis, Multimedia University.

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Abstract

The Malaysian film industry consistently grapples with challenges in securing funding, facing obstacles both from the government and the commercial sector. Local films contend with global competitors, particularly from Hollywood and other countries, making it challenging to attract corporate investments and financial support. This study investigates how the independent film sector in Malaysia utilizes new media platforms to promote their films on a limited budget, capitalizing on the attention economy. Given that attention is a valuable commodity in both business and society, its significance is paramount for the Malaysian film industry. The ability to capture audience attention is crucial for ensuring viewership. This research employs a qualitative approach, utilizing case studies and in-depth interviews with Malaysian independent filmmakers. Directors can now monitor audience engagement on new media platforms, gauging the duration of attention retention. Viral marketing on new media platforms is a strategy embraced in this study, leveraging social networking sites to generate interest in films, brands, products, or events prior to their launch. Essentially, this approach relies on social media-based word-of-mouth marketing. The Attention Economy, which focuses on the utilization of social media, becomes a key consideration. Importantly, film marketing does not need to wait until after the completion of a film. Local Malaysian filmmakers can adopt this proactive marketing strategy, initiating publicity for their projects well in advance. While financial constraints may limit the immediate production of a film, creating awareness about upcoming projects can attract not only potential audiences but also investors interested in supporting these ventures. In conclusion, this research proposes a model comprising six key elements. The aim is to provide local independent filmmakers with a clearer direction when planning new film projects, ultimately assisting them in navigating the challenges of the industry.

Item Type:	Thesis (PhD)
Additional Information:	Call No.: HF5414 .Y66 2024
Uncontrolled Keywords:	Social media—Marketing
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Creative Multimedia (FCM)
Depositing User:	Ms Nurul Iqtiani Ahmad
Date Deposited:	02 Oct 2025 01:55
Last Modified:	02 Oct 2025 01:55
URII:	http://shdl.mmu.edu.my/id/eprint/14657

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