Among marketing tools that work with an audience is a movie, which is a creative body of work involving cinematography, photography, acts, sound and music. A movie with a compelling story and good visuals has a chance of inspiring the audience, hence the message is likely to be successfully delivered.

Aware of how powerful a movie can be, the Indonesia Tourism Development Corporation (ITDC), a state-owned company assigned to develop and manage the Mandalika Special Economic Zone in West Nusa Tenggara, recently took part in a collaboration to produce a movie showcasing the natural attractions of the area.

The collaboration was initiated by producer Adi Sumarjono of IFI Sinema, who also reached out to E-Motion Entertainment and State Film Production (PFN), as well as the ITDC.

“The idea [for the movie] is from the song ‘Akad’ [promise], performed by [Indonesian folk-pop band] Payung Teduh […]. It is a best-selling song, [its video] garnered more than 100 million views on YouTube,” said Adi in a press conference earlier in February.

The movie will also be titled Akad, after the namesake song written by Mohammad Istiqamah Djamad (Is) who left Payung Teduh in December 2017. It tells the story of Ayah, a father played by veteran actor Mathias Muchus, who works as an online transportation driver. Apart from earning money, finding a future husband for his daughter — played by Indah Permatasari — is more important for Ayah, and that is what he tries to do through driving.

Apart from Muchus and Indah, Akad also features Kevin Julio, Nino Fernandez, Debo Andryos and Jennifer Coppen.

Filming started this month in Jakarta, and will then carry on to Mandalika.

ITDC president director Abdulbar M. Mansoer said the company aimed to project a distinctive image of Mandalika, which had to be different from that of Bali.

“We highlight sports and entertainment [for Mandalika]. Sports events [to be held] will include the MotoGP, and there will be entertainment events too, such as Coachella. And now this movie. When Adi came to us, we thought it was great timing,” said Abdulbar.

The ITDC, however, also curates what movie proposals are on offer, and it gave a yes for Akad.

“The script is well-written and the namesake song has nationwide popularity,” said Abdulbar, hoping that the movie would work as an entry point for tourism promotion in Mandalika, although some parts of the movie were filmed in Jakarta.

Abdulbar pointed out how neighboring country Thailand leads tourism with around 47 million visitors, thanks in part to the movie Lost in Thailand. There are, however, movies filmed in Indonesia such as Eat Pray Love, and Indonesian movies that have displayed the country’s natural attractions including Laskar Pelangi that promotes Belitung island, Ada Apa Dengan Cinta 2 for Yogyakarta and Susah Sinyal that was filmed in Sumba Island, East Nusa Tenggara.

“I really hope that Akad becomes the catalyst for the promotion of Mandalika,” said Abdulbar, adding that Mandalika was not all about Kuta Beach, but also other beach destinations namely Serenting, Seger, Tanjung Aan and Gerupuk.

Arnold Limasnax, chief executive officer of E-Motion, is confident that Akad will be a “good advertisement” to make people interested in visiting Mandalika.

“People may skip commercial ads, but they can become inspired by movies they like,” said Arnold, “especially with the combination of a popular song, breathtaking natural scenery and a good-looking cast.”

Arnold also said that the movie would be a work that people could enjoy and draw inspiration from.

Popular

Volcano erupts in North Sulawesi, hundreds evacuated

Dubai roads, airport reel from floods after record rains

Ramadan boosts consumer confidence, retail sales