Overview

Original Research

THE USE OF TECHNOLOGY IN PROMOTING INDONESIA'S HORROR MOVIES IN POST REFORMATION ERA

DR. IIS KURNIA NURHAYATI, DIAH AGUNG ESFANDARI, BERLIAN PRIMADANI SATRIA PUTRI

Vol 16, No 05 ( 2021 )   |  DOI: 10.5281/zenodo.6553496   |   Author Affiliation: Department of Communication Science Telkom University Bandung, Indonesia   |   Licensing: CC 4.0   |   Pg no: 7-12   |   Published on: 13-05-2021

Abstract

From 2008 to 2013, Indonesian horror movies were amongst the top 10 most watched movies. Unfortunately, the portrayal of women in the Indonesian horror movies was characterized by stereotypes and served as the commoditization of selling point. Despite raisinggenderinequality,thesehorrorfilms occupy the highest position as the best- selling films. A hypothesis states that this is inseparable from the promotion strategy of horror films that was to use the communication information technology namely social media and electronic words of mouth. This study aims to investigate how the marketing team of the films combine the use of social media and the electronic words of mouth to promote the films.

Keywords

horror movies, technology, prmotion tool, E-WoM