Commemorating iconic Malaysian film through creative marketing campaign / Siti Zulaikha Safiyah Mustafar

Malaysian films are tearing down barriers and jumping through hurdles to attain the finest in order to meet worldwide standards, but the effort has never been recognized or acknowledged by the local audience. The most important element for the film industry to achieve globalization is local support. Getting sufficient support is easier said than done as the industry itself is struggling within the South East Asian region such as countries like Thailand, Indonesia, and Singapore. Therefore, in order to garner more audience inside the country, several of the most well-known films should be reintroduced to raise their awareness of the local film industry’s caliber. This research aims to analyze creative methods of celebrating the most renowned Malaysian films through substantial means and also to evaluate Malaysians’ appreciation towards the local film industry. To investigate the appreciation and knowledge of local films among Malaysians and their opinions on utilizing illustration in a marketing campaign, an online questionnaire was distributed to the selected population using a link. The results indicate that despite their beliefs in the importance of appreciating and preserving local films, Malaysians are reluctant in giving out their full support due to the substandard quality of the film production. Furthermore, they are of the opinion that using illustrations for a marketing campaign could be seen as a unique and fresh outlook for these existing films as they have already partially established their presence in the market. The film industry and production companies must first focus on winning local support by making films that are worth viewing and then putting utmost effort into effectively promoting the movie. In the long term, the success of local films may not only help the economy, but it may also help to promote and maintain the country's important culture and tradition.