Falcon Pictures: Turning Two Film Releases Into a Nationwide Cultural Moment
The Challenge
Falcon Pictures was releasing two major films, Panji Tengkorak and Kang Solah from Kang Mak, into a crowded cinema calendar. The task was not simply to promote two films, but to build enough sustained awareness and audience recall that both titles converted anticipation into opening-week turnout.
Our Approach
We started by understanding how a cinema audience actually makes a decision to watch, awareness alone does not fill seats, recall in the final week does. That informed the go-to-market shape: broad reach early through YouTube to build familiarity, TikTok to turn that familiarity into cultural conversation among a younger, high-frequency cinema audience, and a Meta retargeting layer held back specifically for the week before release, when recall matters most. Creative was rotated continuously against real performance data rather than run on a fixed schedule.
The Outcome
Delivered massive multi-platform visibility with efficient CPV (Rp13–Rp31) and ~3.5× remarketing frequency, sustaining awareness, boosting audience recall, and supporting Kang Solah's 2.5M+ cinema turnout.
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