STRATEGI PRODUSER DALAM MANAJEMEN PROMOSI PADA FILM PENDEK "HILANG ARAH"

ABSTRAK

Penelitian ini bertujuan untuk membahas strategi produser dalam manajemen promosi film pendek Hilang Arah guna mencari sponsor dan media partner dengan menerapkan teori POAC (Planning, Organizing, Actuating, dan Controlling). Metode yang digunakan adalah deskriptif kualitatif melalui observasi, studi pustaka, dan dokumentasi selama proses produksi hingga pascaproduksi. Pada tahap perencanaan, produser menentukan target sponsor dan media partner, menyusun proposal kerja sama, merancang strategi promosi Instagram, serta membuat timeline promosi. Tahap pengorganisasian dilakukan dengan menyusun database sponsor dan media partner untuk mempermudah koordinasi dan pemantauan kerja sama. Tahap pelaksanaan meliputi pengiriman proposal, negosiasi, pelaksanaan kerja sama, serta publikasi konten promosi melalui media sosial. Tahap pengawasan dilakukan dengan memantau pelaksanaan benefit sponsor dan media partner serta mengevaluasi efektivitas strategi promosi yang diterapkan. Hasil penelitian menunjukkan bahwa penerapan fungsi POAC membantu produser mengelola promosi secara lebih terstruktur, memperluas jangkauan publikasi melalui media partner, serta memperoleh dukungan sponsor yang mendukung kebutuhan produksi dan promosi film pendek Hilang Arah.

Kata Kunci: Produser, manajemen promosi, POAC, strategi promosi

ABSTRACT

This study aims to describe the producer's promotional management strategy for the short film Hilang Arah by implementing the POAC management functions (Planning, Organizing, Actuating, and Controlling). The study employed a descriptive qualitative method through observation, literature review, and documentation during the production and post-production processes. In the planning stage, the producer identified potential sponsors and media partners, prepared cooperation proposals, designed an Instagram promotion strategy, and developed a promotional timeline. The organizing stage involved creating sponsor and media partner databases to facilitate coordination and monitor collaboration progress. The actuating stage included proposal submission, negotiation, partnership implementation, and promotional content publication through social media. The controlling stage focused on monitoring sponsor and media partner benefits and evaluating the effectiveness of the promotional strategy. The findings indicate that the implementation of the POAC management functions enabled the producer to manage promotional activities systematically, expand publicity through media partnerships, and secure sponsorship support that contributed to both the production and promotion of the short film Hilang Arah.

Keywords: Producer, promotion management, POAC, Promotion