Partisipasi Audiens dalam Penciptaan Karya Film Box Office - Wishnu Subekti (Graduate School of Indonesia Institute of the Arts Yogyakarta, 2026)
Penelitian ini mengkaji bagaimana audiens bekerja sama dengan produser film dalam menciptakan karya box office melalui governance workflow dan movie co-creation. Studi ini berangkat dari kondisi industri film Indonesia yang masih terkonsentrasi pada genre horor, komedi, dan drama romantika, sementara banyak film yang mengikuti tren justru gagal secara komersial. Penelitian menggunakan pendekatan kualitatif deskriptif melalui wawancara mendalam dengan sembilan informan kunci yang mewakili unsur produksi, kreatif, manajerial, pendanaan, distribusi, dan kebijakan. Hasil penelitian menunjukkan bahwa performa movie box office utamanya ditopang oleh naskah, sinematografi dan teknologi, fandom aktor, promosi, dan distribusi. Di antara kelimanya, naskah merupakan faktor paling menentukan karena membentuk kebaruan, diferensiasi, dan resonansi pasar. Namun, partisipasi audiens tidak otomatis menghasilkan nilai strategis. Kontribusi audiens baru menjadi produktif ketika dikelola melalui governance workflow yang adil dan transparan, meliputi kejelasan peran, prosedur pengajuan ide, mekanisme review dan seleksi, pengaturan hak kekayaan intelektual, otoritas keputusan, dan kompensasi. Alur tata kelola tersebut mendorong movie co-creation, terutama pada pengembangan naskah, yang selanjutnya memperkuat movie performance. Audience Participation in the Creation of Box Office Films ABSTRACT This study examines how audience cooperates with film producers to create box-office works through governance workflow and movie co-creation. It is grounded in the condition of the Indonesian film industry, which remains concentrated in horror, comedy, and romantic drama, while many trend-following films still fail commercially. Using a descriptive qualitative approach, this study draws on in-depth interviews with nine key informants representing production, creative, managerial, financing, distribution, and policy functions. The findings show that movie box-office performance is mainly supported by screenplay, cinematography and technology, actor fandom, promotion, and distribution. Among these, screenplay emerges as the most decisive factor because it determines novelty, differentiation, and market resonance. However, audience participation does not automatically create strategic value. Its contribution becomes productive only when managed through fair and transparent governance workflow covering role clarity, idea submission procedures, review and selection mechanisms, intellectual property arrangements, decision authority, and compensation. Such governance enables movie co-creation, especially in screenplay development, and subsequently strengthens movie performance. The study concludes that governance workflow is the key managerial link between audience participation, creative transformation, and market-oriented film success.