KKN di Desa Penari Film Reached 8 Million Viewers, How Could That Be?

KKN di Desa Penari film has made history by becoming the best-selling horror film until today. Counted in 25 days, the film made by director Awi Suryadi has been watched by more than 8 million people in cinemas in Indonesia. In response to this, marketing expert Yuswohady said there were three things that made the KKN film in Penari Village a great success.

In contrast to films in general, KKN di Desa Penari is a user-generated film. The story of the film has been written or created by netizens on social media, until finally it has gone viral and has become the subject of conversation for many people in cyberspace. "Any product (not just films), if the idea comes from consumers, then there is a very high chance that it will be successful," said Yuswohady. As is well known, before being made into a film, the story of KKN di Desa Penari had already gone viral on Twitter account Simple Man (@SimpleM81378523). On June 24, 2019, he wrote a thread containing the horrific experiences experienced by a group of KKN students in 2009 in the East Java area.

Another factor that makes this film successful is the theme of the film's story which is full of mystery and enigmas. For information, the story of KKN di Desa Penari itself still has a riddle, whether the story is real or just fiction, as well as the figures in it. There is a KKN location written in the district with the initial B, and a village whose name is disguised as Dancer Village. “Every mystery always intrigues me. That's what triggers people flocking to the cinema. That's why I call the success of this film an example of successful marketing by curiosity, "said Yuswohady.

Because the story is full of riddles and mysteries, that's what makes the KKN di Desa Penari film the topic of conversation for many people on social media. According to Yuswohady, this is the third factor, namely word of mouth (WOM) marketing, a marketing approach which, according to him, is very effective at this time. "The data shows that 90 percent more consumers believe in marketing messages delivered through word of mouth (WOM)," he wrote.

Not only in Indonesia, the KKN film has also been successful in Malaysia and Singapore. “This film was shown in theaters in Singapore and Malaysia and the results were amazing. In Singapore, there has never been an Indonesian film as explosive as this, the response has been extraordinary, and it is very positive," said Manoj to Kumparan, recently. Manoj said the KKN di Desa Penari film had succeeded in breaking records related to its screening in Malaysia. KKN in Penari Village became the highest-grossing Indonesian film there. "Five days is already a record-breaking," he said.

Sources: Lifestyle.bisnis.com, Kumparan.com

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