Media Buyer: A job which never told in film school.
Graduated from film school doesn't mean that you will be a filmmaker or an artist. As a fresh graduate, you have to find out your own way.
I studied about film-making and specialized myself in producing. I usually took a producer job in every project that I did. I thought that I have the talent for it. But after graduated, I got my first employment status (including probation) as a Media Buyer in the promo department of a film production company named Visinema Pictures. I didn't expect anything when I applied for this position. I only knew about the paid spot and adlibs on radio and TV.
Evidently, I have to plan, buy and manage all media placement for film promotion. It isn't a production department but still under producer monitoring. My first film for this position is Keluarga Cemara, produced by Anggia Kharisma and Gina S. Noer.
I have a mentor that introduce me to paid media. In my first week, I read all the job descriptions of media buyer and terms of marketing. It totally not taught in film school. Gratefully I learned about film exhibition and distribution when I took a course at the Creative Industry Management Program in UiTM Malaysia. However, it wasn't too connected.
There is Out of Home (OOH) advertising which includes Billboard, Baligho, LED and static banner in the public area, etc. Then television/radio spot and poster/advertorial in mass media, also banner and video in digital paid media. She told me about how to choose the right media which has the highest reach/effectivity, create the KPI, count the ROI, and negotiate the price to vendors.
Second is Terlalu Tampan produced by Nurita Anindita. At this step, I learned to set up ads on Google ads and Facebook ads. My confusion about the terms of digital marketing becomes clear step by step when I practice it.
The third is Mantan Manten produced by Anggia Kharisma and Kori Adyaning. I going more specific in creative content planning for the OOH. I believe that creativity will come with a trap. In commuter line media placement, we weren't using the official poster. We go on with quotes of mantan (an ex) and made it viral.
I learn more when I did a mistake. We created a new strategy for a digital campaign in Bridezilla movie. Targeting the specific audience could be better than just broad. Then to increase my skills and knowledge, I join online classes and workshops. Until I find out the importance of digital analytics.
I feel free to create the creative campaign of Love For Sale 2 which produced by Kori Adyaning. We start to make viral content by placing some billboards and posters in some cities in Indonesia with content "Mencari Arini" (looking for Arini). This campaign has a high number of reach and buzz in digital platforms such as Twitter and Instagram. By reading the analytics I can count the effectiveness of my campaign.
Eggnoid, produced by Nurita Anindita. To produce a live-action movie based on a webtoon comic is not easy. This movie has high expectations from their fans because the characters in the comic are perfect. Eggy and Ran is a handsome and beautiful couple with extraordinary minds. They are super calm and elegant. But the movie was different. There are some changes and adjustments. Here, I learned how to strategize a digital paid campaign used content that has rejection from some of the fans.
The most challenging movie is Nanti Kita Cerita Hari Ini which produced by Anggia Kharisma. This is a pop-culture movie with an indie-film approach. We cannot expect who will watch this movie. Some people said that it is too dark. In my opinion, I also feel that the movie is not really interesting. After that, we have a short-time for promotion and low engagement results at the beginning. But because of the pressure and support from my leaders and team, we got a lot of media placement. In the end, we successfully get more than 2 Mio spectators.
At this period, I thought about expanding my career in digital marketing and media buying. I almost forgot my dream to be a filmmaker. I have to decide to resign and explore more experiences on it or stay and wait to get an opportunity to continue a master's degree in film studies.
In short, now I still work for media buying also produce several promotional contents for Generasi 90an Melankolia movie which produced by Angga Dwimas Sasongko. It will release on theater, 9th April 2020.
etc.
More than a year to realize back that my passion is in content production. But experiences in media buying and digital analysis will help me to understand how to create interesting content for digital users. Thank God, I have a new challenge to produce content for Visinema Digital Channel.
Check out my first work Music Video of Sephia by Gamaliél ft. Jevin Julian, the original soundtrack for Film Generasi 90an Melankolia.
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