Nur Janti

The Jakarta Post/Jakarta

When Indonesian movies captured two-thirds of the national box office last year, it marked a high point for an industry long in search of steady ground. Now, JAFF Market, the business arm of the Jogja-NETPAC Asian Film Festival (JAFF), is working to make sure the momentum doesn’t ebb.

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As part of its mission, the initiative is collecting and analyzing data to push for evidence-based policy reforms, ranging from more even distribution of movie theaters to better accessibility to movies across the country.

“Without data, people will just follow the herd, producing many films without the appropriate quality,” FX Iwan, business strategist at JAFF Market, said in late September during a visit to the The Jakarta Post’s editorial offices in Central Jakarta.

“In the end, consumers will get bored and the industry will retreat again.”

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