EduAsiaNews, Jakarta – What makes a film successful at the box office? Is a compelling story enough? Or is success primarily determined by the actors who star in it? These questions became the focus of an engaging Guest Lecture titled “Marketing and Business Strategies in the Film Industry”, organized by the Film, Television, and Media Studies Program of the Faculty of Social and Political Sciences (FISIP), Universitas Pembangunan Nasional “Veteran” Jakarta (UPNVJ), at the FISIP Auditorium, Pondok Labu, on Thursday (June 4).
Featuring national film industry practitioner Agustinus Sitorus, the lecture captured the audience’s attention from the very beginning. Known as the CEO of PIM Pictures, Agustinus has built an extensive career as an executive producer, director, and creator of numerous films that have successfully reached audiences through both theatrical releases and over-the-top (OTT) streaming platforms.
Speaking before students, Agustinus revealed an important reality of the film industry: a film’s success is not determined solely by the quality of its story or the technical excellence of its production. According to him, the film industry is fundamentally a business industry that requires careful planning from the earliest stages of concept development.
“Many people assume that a producer’s job ends once a film is completed. In reality, producers in Indonesia must also think about how the film will be sold, marketed, and distributed so that it reaches its intended audience,” he explained.
Agustinus, who served as executive producer for Philosophy Coffee 2 (Filosofi Kopi 2) and Love for Sale, and worked on films such as Pariban, Negeri Para Ketua, and Wasiat Warisan, noted that Indonesia’s film industry operates differently from Hollywood. In the United States, marketing and distribution are often handled by sales agents and licensing companies. In Indonesia, however, producers frequently play a direct role in designing strategies to ensure their films are accepted by the market.
He further emphasized that a film with outstanding artistic quality does not necessarily achieve commercial success. The ability to understand and anticipate market demand, he argued, is an essential skill for professionals in the creative industries.
“A compelling story is the primary foundation. However, we must also understand who the target audience is, how to reach them, and even which actors are best suited to enhance the film’s appeal,” he explained.
His remarks immediately sparked students’ curiosity. During the discussion session, participants raised a wide range of critical questions, including strategies for casting actors, methods for calculating potential profits, and the factors behind films that attract millions of viewers.
One of the topics that generated the greatest interest was film profitability. Students were eager to learn how films generate revenue, when production investments can be recovered, and what factors determine the commercial success of an audiovisual work.
The guest lecture, moderated by Putrawan Yuliandri, lecturer for the course Marketing and Business in Film, Television, and Media, remained highly interactive for more than two hours. Students not only gained practical insights from an experienced industry professional but also developed a clearer understanding of the challenges and opportunities within Indonesia’s film business landscape.
The event was also attended by Dede Suprayitno, Coordinator of the Film, Television, and Media Studies Program, and Nuril Ashivah Misbah, Secretary of the Department of Communication Studies.
Through this guest lecture, students were encouraged to recognize that a film’s success is not driven solely by creativity behind the camera but also by sound business strategy. In today’s film industry, producing a film is only the beginning—the real challenge lies in ensuring that it reaches its audience and generates sustainable economic value.
“A good film does not necessarily sell. But a film that understands its audience has a far greater chance of succeeding.”
This message became one of the key lessons students took away from their meeting with Agustinus Sitorus.(www.upnvj.ac.id)
