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Pengabdi Setan 2: Successful Marketing From A Movie

Since 4th August 2022, The movie Pengabdi Setan 2 managed to get a total of 5,577,811 viewers in theaters. The audience achievement of Pengabdi Setan 2 has surpassed the achievement of the first sequel, which was released in 2017 with 4.2 million viewers. The film Pengabdi Setan 2, which was directed by Joko Anwar, has won many audiences abroad, such as in Malaysia, South Korea, and the United States. Behind the film that managed to grab the attention of many people, there is a super genius marketing technique, including personal marketing approach strategy, creating urgency for the viewers, encouraging people to rewatch, and anti mainstream installation.

Awareness building was carried out by Joko Anwar and his team, long before the release of the film Pengabdi Setan 2, they tried to build awareness and arouse audience enthusiasm by dropping trailers, teasers, and even holding various interactive quizzes which were followed by fans on social media. Second, Joko Anwar builds good and intense communication with consumers. Joko Anwar is diligent in interacting with the audience who gives reviews or makes fanart. Even several times he also shared behind-the-scenes experiences that made the audience more interested and curious to watch it immediately. This interaction in addition to increasing engagement, also keeps consumers buying and being interested in the films that he offers. Lastly, Joko Anwar and the Pengabdi Setan 2 team installed several “pocong'' installations in several cinemas to make the audience more curious and excited. Also, they have even created a haunted house ride that is ridiculous and can be visited to experience the horror style of the movie Pengabdi Setan 2.

Joko Anwar and his team got a lot of appreciation from audience because they coolly spilled the most important part of the film itself to make people not hesitate anymore and even made the audience re-watch it themselves to confirm the theory of Pengabdi Setan 2.

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