A data-driven investigation of successful local film profiles in the Indonesian box office

  • Budhi Sholeh Wibowo Gadjah Mada University
  • Farizka Rubiana Gadjah Mada University
  • Budi Hartono Gadjah Mada University

Abstract

Many local film industries in developing economies are struggling to compete with foreign film hits. Surprisingly, despite the high exposure from imported films, the Indonesian film industry has maintained a robust domestic market in the last decade. This study aims to gather insights from this phenomenon by examining the key factors that distinguish the profiles of non-successful and successful local films at the Indonesian box office. The analysis was conducted based on the characteristics of 225 local  films from 2017 to 2018. We employed a recent method to generate such profiles, namely the tree-based comparative analysis, which uses a machine learning model to augment the cross-case comparisons from a large pool of data. The study result suggests that the success of local films is mainly driven by the actor's popularity and the presence of foreign movie hits at the box office. Besides, we also found that the distinction between moderately successful and highly successful local films predominantly lies in story familiarity, suggesting the efficacy of the "brand extension" strategy in the Indonesian film industry. The study concludes by offering some managerial insights for producers and distributors to deliver successful films at the box office.


Keywords— local film; Indonesian box office; success profiles; tree-based comparative analysis

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Author Biographies

Budhi Sholeh Wibowo, Gadjah Mada University

Budhi Wibowo is an Assistant Professor in the Industrial Engineering Program, Universitas Gadjah Mada, Indonesia. He received his Professional Doctorate in Engineering (PDEng) degree in Logistics Management Systems from Eindhoven University of Technology in 2014. His research interest is in the area of operations management and data analytics.

Farizka Rubiana, Gadjah Mada University

Farizka Rubiana received a bachelor's degree in Industrial Engineering from Universitas Gadjah Mada, Indonesia. She was a member of Product Design and Development Laboratory at the university. Her main interest is in creative industry, particularly of motion picture. She casually produce content about movies while working as a creative designer at Universal Music Indonesia.

Budi Hartono, Gadjah Mada University

Budi Hartono is an Associate Professor in the Industrial Engineering Program, Universitas Gadjah Mada, Indonesia. He completed his PhD study in the Department of Industrial & Systems Engineering, National University of Singapore. He lectures, conducts research, and provides consultancy services and professional trainings for industry practitioners mainly in the area of project & risk management. His specific research interests include: project management, risk and complexity analysis, and human factors engineering.

Published
2022-12-06
How to Cite
WIBOWO, Budhi Sholeh; RUBIANA, Farizka; HARTONO, Budi. A data-driven investigation of successful local film profiles in the Indonesian box office. Jurnal Manajemen Indonesia, [S.l.], v. 22, n. 3, p. 333 - 344, dec. 2022. ISSN 2502-3713. Available at: <//journals.telkomuniversity.ac.id/ijm/article/view/4106>. Date accessed: 28 jan. 2023. doi: https://doi.org/10.25124/jmi.v22i3.4106.