Olabola: The most talked about film in the hearts of Malaysians

Media company Astro Malaysia Holdings Berhad promoted local film OlaBola in Malaysia by leveraging its patriotic message.

Agency: Astro Malaysia

Campaign Strategy

Three years ago, the local film industry experienced a slump, with ticket sales decreasing drastically. In 2014, box-office revenue totalled only RM75.3 million from 81 films (with RM17.2 million coming from an anomalous single film, The Journey), as compared to RM126.5 million from just 42 films in 2011. The dismal Gross Box Office (GBO) numbers continued in the first half of 2015 until Polis Evo came which changed the film landscape. Insights have shown that previous decline in the cinema-going numbers was largely due to audience being disappointed by the poor-quality films that paled...

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