Peran Festival Film sebagai Strategi Pemasaran Film Lokal dalam Meningkatkan Apresiasi Budaya Minangkabau

Vicia Dwi Prakarti; Dynia Fitri

doi:10.55681/armada.v4i3.3593

Authors

Vicia Dwi Prakarti Program Studi Televisi dan Film, Fakultas Seni Rupa dan Desain Institusi Seni Indonesia Padang Panjang, Indonesia
Dynia Fitri Program Studi Televisi dan Film, Fakultas Seni Rupa dan Desain Institusi Seni Indonesia Padang Panjang, Indonesia

DOI:

https://doi.org/10.55681/armada.v4i3.3593

Keywords:

Peran Festival Film, Strategi Pemasaran Film Lokal, Apresiasi Budaya Minangkabau

Abstract

Penelitian ini bertujuan menganalisis peran Malayapura Heritage Film Festival atau MAHEFF sebagai strategi pemasaran film lokal serta menjelaskan kontribusinya terhadap peningkatan apresiasi masyarakat terhadap budaya Minangkabau. Penelitian menggunakan metode kualitatif deskriptif dengan pendekatan studi kasus pada penyelenggaraan MAHEFF di Kabupaten Tanah Datar dan aktivitas perfilman di Kota Padang. Data dikumpulkan melalui wawancara dengan pihak penyelenggara, sineas, dan penonton, disertai observasi kegiatan festival serta analisis dokumentasi. Hasil penelitian menunjukkan bahwa festival meningkatkan visibilitas, kredibilitas, dan peluang distribusi film lokal melalui kurasi, pemutaran, diskusi, promosi, serta pembentukan jaringan antara sineas, komunitas, media, lembaga budaya, dan calon mitra penayangan. Dari 28 film lokal yang ditayangkan pada MAHEFF 2024, sebanyak 17 film memperoleh undangan pemutaran pada festival lain dan sembilan film mendapatkan kesempatan penayangan di kampus serta komunitas budaya. Pada penyelenggaraan tahun 2025, jumlah pengunjung mencapai 1.240 orang dan lebih dari 60 persen penonton memilih film bertema budaya Minangkabau. Festival juga meningkatkan pemahaman penonton terhadap adat, sistem kekerabatan, bahasa, simbol, dan nilai sosial Minangkabau melalui pengalaman menonton serta diskusi langsung dengan sineas. Penelitian ini memberikan kontribusi ilmiah berupa pemahaman bahwa festival film bekerja sebagai ekosistem terpadu yang menghubungkan pemasaran, distribusi alternatif, pendidikan penonton, dan pelestarian budaya. Temuan ini menegaskan perlunya kolaborasi berkelanjutan antara sineas, penyelenggara festival, pemerintah daerah, lembaga pendidikan, komunitas, dan media.

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