ADAPTASI DESAIN POSTER FILM SEBAGAI MEDIA PROMOSI DALAM PERSPEKTIF LINTAS BUDAYA DAN PEMASARAN GLOBAL

Abstract

For the audience, movie posters may only be one of the marketing agendas to
promote a film. However, for production studios and distributors, film posters must
be able to persuade viewers and arouse their curiosity or interest in watching the
movie. Movie posters can also be seen as an insight into a certain culture in life.
This study reviews the strategies of filmmakers with marketers in publishing their
film posters for other countries. A literature study was chosen as a research method
to reach more insight from various sources, as well as compare findings from
previous research. The findings from this study indicate that film posters are not
designed in one version globally for audiences around the world, but are
redesigned and sometimes translated according to the local culture, thoughts, and
aesthetics of the people of that country.
Keywords: Design, Film Poster, Marketing, Cross-Culture, Promotion