Value Co-creation of Crossmedia Film Across the Creative Industries: A Case Study of the Indonesian Film ‘Coffee Philosophy’

Abstract

The film industry is currently growing with many film studios or companies producing diverse films for the market and the phenomenon of film adaptation has become prominent in the past decade Many successful films are adapted from best-selling novels creating additional platforms to generate income over time In the context of this phenomenon in the global film industry this study further analyzes the dynamic phenomenon of cross-media development across the creative industries The study aims to explore and examine the social cultural and economic values that are co-created by the interaction of film projects and their audiences in order to better understand the co-creation process In this study the researcher uses as a case study the Indonesian Coffee Philosophy (CP) film project which is launching multi-dimensional media across the creative industries The co-creation process in this project integrates the audience from the engagement to the interaction stage A mixed-methods research design was used to gain a better understanding of the case The primary data were collected through field observations in-depth interviews with the CP project’s co-founder and staff audience questionnaires and interviews with customers The data collection demonstrates that the film project evolved into a larger and deeper ecosystem through the Indonesian social and cultural values of the younger segment of its audience Moreover this research demonstrates how a film project with an entrepreneurial approach becomes more sustainable in the creative industries

Date of Award	2019
Original language	English
Supervisor	Hsiao-Ling Chung (Supervisor)