Augmented Reality: The Future of Movie Promotion for Malaysian Youth Cinemagoers

INTERNATIONAL JOURNAL OF CREATIVE MULTIMEDIA Pub Date : 2023-09-30 DOI:10.33093/ijcm.2023.4.2.5

Rosnani Abdul Rahman, Zainuddin Ibrahim, Mohd Ikhwan Mohd Marzuki, Nur Sarifah Hasan, Ahmad Syafiq Zulfadzli, Zakiah Zainal

{"title":"Augmented Reality: The Future of Movie Promotion for Malaysian Youth Cinemagoers","authors":"Rosnani Abdul Rahman, Zainuddin Ibrahim, Mohd Ikhwan Mohd Marzuki, Nur Sarifah Hasan, Ahmad Syafiq Zulfadzli, Zakiah Zainal","doi":"10.33093/ijcm.2023.4.2.5","DOIUrl":null,"url":null,"abstract":"Posters are great ways to promote movies. They visually show crucial components that stimulate excitement and interest in upcoming films. Nevertheless, using posters as movie promotional tools presents certain issues. Given the high volume of film releases annually, it can be challenging to differentiate oneself in a saturated market. Moreover, assessing their efficacy can pose a significant challenge. The movie advertising industry stands to benefit significantly from augmented reality's (AR) rapid development. It has the potential to generate interest in upcoming films by creating interactive and immersive experiences. This study aims to understand how Malaysian youths view AR movie promotion to determine the best approaches to creating AR-based movie promotions. Three augmented reality (AR) experiences promoting the local film \"Roh\" were developed and tested on university students aged 18 to 25. The results illustrate the perceptions of the Malaysian youths regarding AR movie promotion and suggest optimal approaches to creating AR-based movie promotions that appeal to this demographic.","PeriodicalId":475322,"journal":{"name":"INTERNATIONAL JOURNAL OF CREATIVE MULTIMEDIA","volume":"9 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2023-09-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"INTERNATIONAL JOURNAL OF CREATIVE MULTIMEDIA","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33093/ijcm.2023.4.2.5","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}

引用次数: 0

Abstract

Posters are great ways to promote movies. They visually show crucial components that stimulate excitement and interest in upcoming films. Nevertheless, using posters as movie promotional tools presents certain issues. Given the high volume of film releases annually, it can be challenging to differentiate oneself in a saturated market. Moreover, assessing their efficacy can pose a significant challenge. The movie advertising industry stands to benefit significantly from augmented reality's (AR) rapid development. It has the potential to generate interest in upcoming films by creating interactive and immersive experiences. This study aims to understand how Malaysian youths view AR movie promotion to determine the best approaches to creating AR-based movie promotions. Three augmented reality (AR) experiences promoting the local film "Roh" were developed and tested on university students aged 18 to 25. The results illustrate the perceptions of the Malaysian youths regarding AR movie promotion and suggest optimal approaches to creating AR-based movie promotions that appeal to this demographic.

查看原文本刊更多论文

增强现实:马来西亚青年电影观众电影推广的未来

海报是宣传电影的好方法。他们在视觉上展示了关键的组成部分，激发人们对即将上映的电影的兴奋和兴趣。然而，使用海报作为电影宣传工具存在一定的问题。鉴于每年上映的电影数量庞大，在一个饱和的市场中脱颖而出可能是一项挑战。此外，评估它们的功效可能会带来重大挑战。电影广告行业将从增强现实(AR)的快速发展中获益良多。通过创造互动和沉浸式体验，它有可能引起人们对即将上映的电影的兴趣。本研究旨在了解马来西亚年轻人如何看待AR电影推广，以确定创建基于AR的电影推广的最佳方法。为宣传韩国电影《卢武铉》，开发了3种增强现实(AR)体验，并以18 ~ 25岁的大学生为对象进行了测试。研究结果说明了马来西亚年轻人对AR电影推广的看法，并提出了创造基于AR的电影推广的最佳方法，以吸引这一人群。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

求助全文

约1分钟内获得全文求助全文

来源期刊

INTERNATIONAL JOURNAL OF CREATIVE MULTIMEDIA

自引率

0.00%

发文量