Malaysian filmmakers must focus on creating universally accepted contents, said National Film Development Corporation (Finas) chairman Datuk Kamil Othman.
He said understanding the market and publicity are also crucial recipe to a film’s success when acknowledging the failures of some films under the corporation’s Skim Wajib Tayang (Mandatory Screening Scheme).
“ However, not all films under this scheme are financed by Finas. Many are not funded by Finas at all.
If a mandatory screening film or even a non-mandatory screening film doesn’t succeed, there are many possible reasons. One might be weak publicity. In today’s audiovisual world, we also need to emphasize how we advertise.
It’s like burger shops—there are so many of them. But why are some more popular than others? It’s due to their publicity. Another reason could be the limited appeal of the storyline,” he told reporters when met in Kota Kinabalu, Friday.
Kamil stressed that understanding audience preferences and market trends is vital, saying that those in the industry also need to study and understand the market.
“You can’t produce a comedy when everyone prefers horror, or a horror movie when the audience is into romance, for instance.
So, this responsibility doesn’t lie with Finas alone. It’s the producer’s responsibility because they’re the ones investing their own money. Sure, Finas and the government provide some support,” he said, adding that producers also need to think like businessmen as they also pay for the crews and actors.
The mandatory screening scheme ensures local films get 14 days in cinemas, but many underperform.
Reports show 21 out of 50 titles failed to surpass RM100,000, with one earning just RM5,778.
Kamil said filmmakers need to go beyond local market and begin making films which contents are also exportable.
“Movies cost millions to make, yet poor planning leads to losses. Filmmakers need to think beyond local markets.
“A film that sells in Singapore triples revenue, while Europe offers even greater returns,” Kamil added.
He urged producers to treat films as export-ready products and emphasized the importance of timing and strategy.
“It’s not about meeting quotas. Success comes from understanding audiences and delivering content they want.”
Kamil reiterated Finas’ commitment to helping filmmakers break into international markets. – January 17, 2025.
