Omnichannel marketing communication management in movie distribution at pehagengsi

¹ Communication Department, Universitas Muhammadiyah Yogyakarta, Indonesia
² Communication Department, Universitas Muhammadiyah Ponorogo, Indonesia

^* Corresponding author: erwansudiwijaya@umy.ac.id

Abstract

Generation Z in Java and Bali prefers to watch films via streaming, online and download services (51.54%) compared to watching movies in cinemas (33.89%). These teenagers proposed creating a particular atmosphere when watching films, such as in groups or festivals. This is thought to enhance the viewing experience, making it more social rather than individualistic. This research aims to describe the omni-channel strategy used by Pehagengsi to distribute films to Gen Z film lovers. Researchers used qualitative and descriptive analysis methods. Data was collected through field study techniques (interviews and document collection). The resource person we interviewed was the project manager from @pehagengsi, Rifqi Mansur Maya. Data documentation comes from reporting in digital mass media and promotional content uploaded to all official Pehagengsi social media accounts. Researchers validated the data using triangulation to compare data from interviews and documentaries. Then, it is analyzed by reducing the data and grouping it based on the research model. Then, the data is analyzed using omnichannel marketing to draw conclusions and recommendations. The findings of this research show that the most vital touch point that characterizes Pehagengsi in multichannel marketing communications management is the activation of communication channels, which aims to grow the attraction of target audiences through educational and entertainment experiences.