INOVASI STRATEGI KOMUNIKASI PEMASARAN FILM GUNDALA DALAM MENARIK MINAT PENONTON KE BIOSKOP

This study aims to find out the promotional strategy innovations carried out by Screenplay Bumilangit in attracting audiences to come to the cinema studio to watch the Gundala film. The research data was obtained though observation, documentation, and in-depth interviews with the Head of Public Relations from Screenplay Bumilangit. This research used descriptive qualitative method. Analysis of the data includes data collection, data reduction, data presentation and conclusions. The result showed that Screenplay Bumilangit innovated marketing communication strategies by referring to the marketing communication mix strategy including advertising, sales promotion, events and experiences, public relations and publicity, online and social media marketing, mobile marketing, direct and database marketing. With the strategic process that has been carried out, it helps in introducing and disseminating information about the Gundala character and the Gundala film so that it can attract audiences to come to the cinema studio to watch the Gundala film and increase sales for the company