Client:
Background
Ahead of the release of Operasi Pesta Copet, Imajinari wanted to understand how audiences responded to its tone and premise, which elements captured their attention, and what might encourage recommendations. The research aimed to inform marketing communications that reflected the film’s appeal.
Approach
Cothink conducted a mixed-method test screening study, combining pre and post viewing surveys with small-group discussions across four audience segments.
The surveys mapped initial expectations and responses after watching the film. The discussions explored the reasons behind those reactions, including the viewing experience, emotional responses and perceptions of the characters and story.
The research also examined reactions to key promotional materials, helping the team assess how promotional messages aligned with the viewing experience. The entire process followed strict confidentiality protocols.
Outcome
The study provided clear direction on audience positioning, the strongest promotional assets, and the elements most likely to encourage word of mouth.
These insights helped Imajinari sharpen its marketing communication strategy ahead of the theatrical release of Operasi Pesta Copet. With a clearer understanding of audience responses, the team could select messages most likely to resonate and communicate the film’s appeal more effectively.