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Abstract

Seiring berkembangnya industri hiburan, pada kasus ini industri film terdapat strategi yang dilakukan oleh studio untuk meningkatkan hasil pendapatan yang dapat mereka raih dalam menjual hasil film. Disini Hollywood sebagai pemeran dominan pada industri film global mulai melaksanakan expansi filmnya ke Tiongkok untuk mendapatkan keuntungan lebih banyak dikarenakan jumlah pasar yang dimiliki Tiongkok sangat besar. Aquaman sebagai film dari DC Studio, pertama kali dirilis di Tiongkok  tahun 2018. Film berhasil meraup keuntungan lebih banyak dibandingkan film Hollywood lainnya yang juga tayang di Tiongkok pada tahun yang sama. Penulis meneliti bagaimana DC Studio menggunakan strategi mix marketing untuk mengekspansi pasar Tiongkok melalui film Aquaman pada tahun 2018. Penelitian ini menggunakan metode penelitian deskriptif kualitatif dimana pencarian datanya menggunakan internet browsing serta studi literatur. Hasil penelitian menunjukkan bahwasanya strategi marketing yang digunakan oleh DC Studio berkaitan erat dengan adanya lokalisasi terhadap negara yang dituju, Tiongkok. Hal ini ditunjukkan pada poster, movie trailer dan juga adanya subtitles pada film Aquaman dengan bahasa Tiongkok untuk menarik masyarakat setempat agar terdorong untuk menonton film Aquaman di bioskop terdekat.

Keywords

Aquaman Movie Marketing DC Studio Tiongkok Hollywood

Article Details

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This work is licensed under a Creative Commons Attribution 4.0 International License.

How to Cite
Arief Nur Muhammad, & Resa Rasyidah. (2025). Strategi Movie Marketing DC Studio pada Ekspansi Film Aquaman ke Tiongkok di Tahun 2018 . Paradoks : Jurnal Ilmu Ekonomi, 8(2), 1393–1408. https://doi.org/10.57178/paradoks.v8i2.1237
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