Rebranding Indonesian Films Through the Diffusion of Innovation Theory

Zelita Zahra Zulaika, Shinta Paramita, Eranya Dayu Aghnyali, Pipit Rofita

Abstract


This paper examines the stagnation in terms of genre and plot in the Indonesia film industry. At this time, the Indonesian film industry is still dominated by the horror genre with repetitive plot structures. Through a qualitative research approach, we incorporate the data from website Film Indonesia and audience responses on social media using Diffusion of Innovation Theory (2003) by Everett Rogers that include five attributes: relative advantage, compatibility, complexity, trialability, and observability. This research successfully indicates the dominance of the horror genre and linear repetitive plots. Nevertheless, this research argues that Diffusion of Innovation Theory provides a useful framework for guiding the rebranding of Indonesian films.

Keywords


Rebranding; Indonesian films; genre; plot; Stagnation

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DOI: https://doi.org/10.17509/cinematology.v6i2.94749

Copyright (c) 2026 Zelita Zahra Zulaika, Shinta Paramita, Eranya Dayu Aghnyali, Pipit Rofita

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P-ISSN 2797-7099 | E-ISSN 2797-9903

 

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Program Studi Film Dan Televisi, Fakultas Pendidikan Seni Dan Desain, Universitas Pendidikan Indonesia. Gedung FPSD - Jl. Dr. Setiabudi No.229, Isola, Kec. Sukasari, Kota Bandung, Jawa Barat 40154. (022)200-9198. [email protected]

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Cinematology: Journal Antology of film and television studies is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License