Entertainment and Creative Industry
Background
The movie Agak Laen: Menyala Pantiku! was positioned as a drama-comedy, a shift from the first Agak Laen film that audiences widely recognized as horror-comedy. This repositioning presented both a creative and communication challenge: pre-release materials had to establish the new genre clearly while maintaining the brand’s recognizable tone and fan connection.
The poster and trailer served as key touchpoints in shaping perception, driving curiosity, and fueling organic digital buzz. As the main drivers of first impressions, they were critical to ensuring that the audience understood and resonated with the film’s intended identity.
Approach
To explore how audiences interpreted the film’s promotional materials, we conducted Focus Group Discussions (FGD). Participants shared their perceptions, attitudes, and preferences toward both the poster and trailer in a controlled environment.
Each session followed strict guidelines:
- Confidentiality agreements (NDA)
- No-phone policy to prevent leaks
- Recorded discussions for deeper qualitative analysis
This method allowed the team to capture genuine, in-the-moment reactions to key creative elements.
Outcome
The study provided clear direction for refining pre-release materials—helping the creative team balance humor, sensitivity, and genre clarity. These insights supported a more confident and effective communication strategy, ensuring that Agak Laen: Menyala Pantiku! connected with audiences in the way it was meant to.