KOMUNIKASI PEMASARAN TERPADU DALAM INDUSTRI KREATIF FILM LOKAL (STUDI PADA FILM SATU JIWA UNTUK INDONESIA: DARAH BIRU AREMA 2)

Today the Indonesian film industry is currently experiencing of Third Act Phase, where the return of local films in own country. Not spared from the developmental contestation, the film Darah Biru Arema 2 became one of the local film creative industry movements that was developing towards the national scene. In its long journey, the film went through several obstacles, especially the budget constraints were very thin. Various strategies are encouraged, not to forget the marketing communication activities are very central in realizing the success of this film. The research will explain of marketing communication activities carried out by the film Darah Biru Arema 2. The type of research conducted is qualitative research with descriptive research type. As for the subjects of this study include the publications team and the business development team and producers to provide information about the policies held as production leaders. This study uses data collection techniques by interviewing, observing, and documenting held at least four months during the screening and release of film Darah Biru Arema 2 in the Cinema. In this case, the researcher divides the types of marketing communication into 5 parts adapted from Sutisna. But in its implementation the DBA Films only uses 4 types of marketing communications including, Advertising, Sales Promotion, Public Relations and Publicity, Private Sales and does not use Direct Marketing