Della P. E.

Samuel
Fransisca Chandra
Gabriel Edric
Margaretha Regine Anjanette
Mary Salim
Michelle H. P. Hutauruk
Ramon Jorgi
Stefanny
Sabtu Bersama Bapak
Release date : July 5, 2016
Director : Monty Tiwa
Story by : Adhitya Mulya
Producer : Ody Mulya Hidayat
Editor : Ryan Purwoko
Duration : 1h 51m
Total Viewer : 639.530 viewers
Cast (Main Cast)

“Bapak” Gunawan Rissa Satrya

Abimana Aryasatya Acha Septriasa Arifin Putra
Supporting casts

Chakra “Saka” Mama Itje Ayu Firman Wati

Deva Mahenra Ira Wibowo Sheila Dara Aisha Ernest Prakasa Jennifer Arnelita
Short Synopsis

Sabtu Bersama Bapak talks about a life of a family who lives a modest
life. It all begins with a father called Gunawan Garnida who had a wife
named Itje and two sons named Satya and Cakra. Their father, Gunawan,
was diagnosed with cancer when they were still very young. Realising that
he had no much time left, the father had a brilliant idea on how to keep
“accompanying” his sons until they grow up without losing the father
figure. That is why, before he passed away, he recorded all the life
lessons and advices for his sons.
Unique Selling Proposition
The film adaptation of Adhitya Mulya’s best-selling and highly praised novel about
family and the love within it, Sabtu bersama bapak is a family-oriented movie,
which makes it different from ‘most’ of Indonesian-audience favorites.

The story also portrays a father who’s very hands-on with his kids and has no
shame in showing love and affection towards his family but also still stern, which is
different with most stories which portrays fathers as being very stern but shows
very little or no affection at all.
Brand Positioning Statement
Sabtu Bersama Bapak is a tragic yet inspiring reminder in cinematic form for
all families in Indonesia who often take each other for granted. The film, in
particular, is meant to wake its audience up on the importance of a father’s
role in the family, all while portraying him as realistically as possible without
an overdose of glorification often found in similar films in the genre.
Brand Personality Statement
Sabtu Bersama Bapak is a married 40-year-old father of two kids - a son and a daughter. He’s
nowhere near perfect, but he constantly tries his best to be the husband that his wife needs and
the father that his children need. As he grows older, he knows that his time on earth with them
is limited and he may not get to watch his kids grow up to be the people they are meant to be.
At his age, he’s started thinking about what kind of legacy he wants to leave behind, especially
for his family. He doesn’t want his wife to go on weeping without him, but he wants her to know
he loves her and always will. He doesn’t want his kids to be exactly like him, but he does have
some valuable life lessons he wants to share with them. More importantly, he wants to make
sure his family can reach him and have him by their side forever, even when he’s gone.

Knowing his wife and children love watching movies, he decided to create one with a story so
similar to their own and within it, conveying all the messages he wants to share with them. His
movie is the preserved legacy of him that his family will always be able to reach him through.
Target Audience

All ages, all SES, all regions, families, parents or soon-to-

be parents, siblings
 Network:
BRAND QUOTIENT Fans of the novel and/or writer, families, movie buffs,
filmmakers and actors community

Behaviour:
Audience: Network Inspiring family members to love one another better
All ages, all SES, all regions, during their time on earth, reminding children to honor
families, parents or soon-to-be their parents.
parents, siblings

Trust:
Behavior - Seasoned actors and
Audience Trust actresses
- Best-selling and highly-
rated novel
Communication: Father’s
Cinema screening, social Commu Legacy
media, film poster, cinema nication Expression Expression:
ads, TVC, press conferences - Devoted
- Sage
- Unconditionally loving
- Resilient
Know How:
Know How Product - Gut-wrenching
Interpreting a critically-acclaimed
tragic yet inspiring story of an
Indonesian family affected by the Product: 1 hour 51 minute film adaptation of
father’s heritage for them Adhitya Mulya’s “Sabtu Bersama Bapak” novel
 All ages, all SES, all regions, Fatherly Devoted, sage,
OIIC Father’s
Legacy
families, parents or soon-to-be
parents, siblings Shadow unconditionally loving
To showcase an adaptation of a story about unending love for each other among family
members with children honoring their parents and their wisdom as well as parents
devotedly raising their children, even past their dying day.

Though the film provided an authentic interpretation of the tale, the trailer for it
is misleading as it focuses on the wrong aspects of the film and paints it to be
a different movie than it actually is.

● Trailers should actually preview the movie without showing too much.
● I don’t know what exactly this movie is about based on watching the trailer - is it a
romance or a family tragedy?
● I’m a fan of the novel from which the movie is adapted - the trailer doesn’t show a
good adaptation of it.

Convince audience members to view the inspiring film through a focused,

non-misleading trailer

Tease the core of the story rooted on family without giving too much
away
Even death cannot pry a parent’s loving hand away from their children
Though people die, the love between them doesn’t
You used to light the way and now I’m keeping the light on
SWOT
STRENGTHS
- The strength of the story and emotional scripts
- Support from the original novel fans
- Seasoned actors and actresses
- Suitable for all ages, has moral messages for
everyone
OPPORTUNITIES
- Most Indonesian Films are not suited to be
watched for all family members, thus making this
movie a great choice.
- This movie is aired during bulan Ramadhan,
which is a dedicated family time.
WEAKNESSES
- There are more than one conflicts in the story
happening at one time, so the climax for those
conflicts are hard to tell.
- Trying to be an emotional movie, yet a lot of the
scene in the movie is humorous, thus making it
look aimless.
THREATS
- Competitors; Cek Toko Sebelah & Ayah
Menyayangi Tanpa Akhir
Original Trailer
Learnings
● Trailer builds mystery into where the father went since it was only explained
that he had to go, prompting viewers to question where he went.
● However, trailer is misleading viewers into thinking that the story will revolve
around how every Saturday spent with the father will be when it focuses on
the impact that losing a parent has on a child.
● Trailer jumps around parts of the story, making it less appealing for viewers to
watch because it seems like it has a messy, complicated plot.
● Trailer cannot really showcase how the past and the present versions of the
brothers are connected, making viewers wonder if they are different
characters altogether.
COMPETITORS
 Cek Toko Sebelah
Release date : December 28, 2016
Director : Ernest Prakasa
Story by : Ernest Prakasa, Jenny Jusuf, Meira
Anastasia
Producer : Chand Parwez Servia & Fiaz Servia
Editor : Cesa David Luckmansyah
Duration : 98 minutes

Total Viewer : 2.500.000

Original Trailer
Cast (Main Cast)

Yohan Ko Afuk Erwin

Dion Wiyoko Chew Kin Wah Ernest Prakasa
Supporting casts

Ayu Natalie Robert Satrya

Adinia Wirasti Gisella Anastasia Tora Sudiro Kuncoro
Short Synopsis
Cek Toko Sebelah is about the tale of a widowed father, left with his shop to take
care of. When he gets a heart attack, he leaves his shop to the hands of his
youngest son, Erwin. At first, Erwin didn’t like what he was doing, but one thing
changed him. Cek Toko Sebelah is an epic movie that tells about the story of how
the shop gets sold, and Erwin and his brother, Yohan, devise a plot to win the
shop back.
Unique Selling Proposition

A Chinese descendant family

centered story
Brand Positioning Statement
As a drama film about father-child relationship for youth and families in
Indonesia, Cek Toko Sebelah is a humorous but heartwarming tale of the
relationship’s complexities. Unlike other films similar to it in plot and
premise, Cek Toko Sebelah approaches the issue from a comedic angle
without missing the heart of the issue and puts particular spotlight on the
relational dynamics of a Chinese-Indonesian family - an ethnicity
considered a minority in the country.
Brand Personality Statement
Cek Toko Sebelah is a 30-year-old Indonesian man of Chinese descent working in the corporate world.
Though he is successful in building up his career even though he came from a lower-class background, he
has his struggles with his family’s expectations as he grew more separate from them the higher up he
climbs the career ladder. His father is proud of his son’s success, but he just wants him to come home and
spend time with his dad. His relationship with his older brother who didn’t get his opportunities was also
sour.

As his father grew older and gradually had problems with his health, he began to realize that he may not
see his dad forever. So, he began going home more often, spending time with his family and though he
did it begrudgingly at first, he was beginning to find himself looking forward to it. His father also began
revealing his unfulfilled dreams to him and with his skills and connections, he began making those dreams
happen. Within that journey to make his father’s dreams come true, he also mended his relationship with
his brother - working together with him because of their common love for their father. It was his father’s
dreams and the journey to making it happen that ultimately led him to realize that although his career
matters, his family should not be at the bottom of the list.
Target Audience

M/F, 14 - 40 years old, teenagers and family, all regions

BRAND QUOTIENT Network:
Public figure, celebrities, comedian, film-makers

Behaviour:
Network Inspiring people to strive for their best and
Audience:
continue their parents legacy without
M/F, 14 - 40 years old, teenagers
disregarding self passion
and family, all regions

Trust:
Behavior
- Story written and directed by
Audience Trust renowned actor/comedian,
Ernest Prakasa.
Communication: Father’s - Seasoned actors and
Cinema screening, social Commun Vision actresses
media, poster, cinema ads, Expressio
ication
n Expression:
TVC, press conference
- Compassion
- Passion
- Perseverance
Know How:
Present a drama story of Know How Product
fatherhood, wrapped with
Product:
comedies
1 hour 48 minutes drama comedy
film written by Ernest Prakarsa
SWOT
STRENGTHS WEAKNESSES
- Comedy Drama movie that suitable for anyone
at any age - There are some scenes that are not suitable for
- Some actor/actress are real comedians children who are watching (the hotel scene)
- Relatable for some chinese descendant families
- Diverse member of the family (Javanese in law)

OPPORTUNITIES THREATS

- Most Indonesian Films are not suited to be - During it’s air time, another drama comedy
watched for all family members, thus making this movie called Hangout by Raditya Dika was
movie a great choice. airing as well. (direct competitor)
 Learnings from Trailer

● The trailer’s quite clear in explaining what the film is all about, particularly
the relationship between the characters and the main conflicts of the film. It
also showcases scenes which portray realistic Indonesian life as a
shopkeeper which is part of the film’s charm
● However, it paints the film too much like a typical Indonesian comedy film
which can lead people expecting something different to feel turned off by
the trailer.
● Further, there were scenes that did not belong in the trailer as they are
scenes in the film that only serve for comedic purposes and do nothing for
the storyline, particularly scenes of jokes that don’t even involve the main
characters.
Ayah Menyayangi Tanpa Akhir
Release date : October 29, 2015
Director : Hanny R. Saputra
Story by : Ivan Ismail, Kirana Kejora, Andy
Stevenio
Producer : Hanny R. Saputra
Editor : Hendrayadi R.
Duration : 88 minutes

Total Viewer : 33.524

Original Trailer
Cast (Main Cast)

Juna Mada Keisha

Fedi Nuril Naufal Azhar Kelly Tandiono
Supporting casts

Bu Jati Diva Ibu Juna Mbok Jum

Niken Anjani Amanda Rawles Niniek L. Karim Karlina Inawati
Short Synopsis
The movie tells the story of Juna (Fedi Nuril) who
came from a conservative Javanese family, Juna
found himself in a forbidden love situation, he fell in
love with a Japanese woman, Keisha (Kelly
Tandiono). Despite his parent’s rejection towards the
relationship, Juna decided to marry Keisha anyway.
Together they’re blessed with one child, however
tragedy after tragedy strikes and Juna have to figure
out a way to go through all of them.
Unique Selling Proposition
It portrays an interracial relationship not commonly represented in
Indonesian films and is based on a true story of a family’s struggles with the
nature of that relationship as well as having a terminally ill child, which can
help many parents or families who went through or is going through the
same struggles.
Brand Positioning Statement
Ayah Menyayangi Tanpa Akhir is a hauntingly devastating drama
film for families, especially those dealing with grief - which portrays
the struggles of losing those one loves around them and how it
affects one’s mental capacity to love. In contrast to other films of a
similar genre in the past 3 years, this film purely brings the tragedy
of grief upon a father and the strength that comes from it without
any touches of humor, hence aimed to inspire and support those
who need it the most.
Brand Personality Statement
Ayah Menyayangi Tanpa Akhir is a 35-year-old father of one who was married to a woman from another
country. Coming from a conservative family, his decision to marry someone from outside of the known
culture is cause for outrage from the family. However, he persisted with the relationship out of love for
her, even though she ended up passing away early on in their marriage. Their son was raised by a single
father who loved having fun and spending time with him. However, as he entered his teenage years - the
years that he was supposed to thrive and explore the world in - it was discovered that he had a terminal
disease.

All of a sudden, this father had to go through the nightmare of every parent - having a child dying slowly
in front of them. He feverishly researched methods of curing the disease, tried to uplift his son’s mental
health, and desperately clinging on to hope himself while trying so hard to be strong for his son. However,
nothing worked and in the end, death came to pick his son up. As the events and the fact that his entire
family had passed on before him nearly broke him, he started finding support groups and being
connected to people who are going through what he went through. He realized that he wasn’t alone and
more importantly, he had gone through the worst a father could go through and was still alive in the end.
So he dedicated his life to share his story as a father and help those on the same boat to deal with the
situation.
Target Audience

All ages, all SES, all regions, families, parents or soon-to-

be parents, siblings
 Network:
BRAND QUOTIENT Celebrities, novelist, public figure

Behaviour:
Network Acknowledging people that a father’s love is not
Audience:
less like a mother’s love; that a single father can
Male and female, all ages, all
also love unconditionally and be as caring
regions, family, parents

Trust:
Behavior
- The movie is based on
Audience Trust a novel, written upon a
Communication: true story
Father’s - Well-known actors
Cinema screening, book
reading, social media, TVC, Love
Commun Expressio
press conference ication n Expression:
- Caring
- Love
- Struggle
Know How: Know How Product
Presenting the struggle of
Product:
single parenthood and the
A 1 hour 38 minutes film adaptation of
power of love and compassion
Kirana Kejora “Ayah Menyayangi Tanpa
of a father
Akhir” novel which based on a true story
SWOT
STRENGTHS
- Inspired by real events
- Clear plot, hence its not as confusing
- Well-rounded father figure is clearly shown,
especially without mother being present.
OPPORTUNITIES
- A lot can be drawn upon from the different
cultures
- Might be appropriate for those who love the
story from a monarch family/ historians
WEAKNESSES
- The differences in culture (Indonesia and
Japanese) were not clearly shown
- There were scenes that went by too fast, such as
from their children was still a baby to suddenly
becoming a teenager
THREATS
- As this movie was based on a novel, viewers
who have read the book may constantly
comparing the film with the novel.
 Learnings from Trailer

● The trailer showcases a movie with a father-son relationship at its spotlight.

The father’s strong and resiliently caring character is clearly shown in the
trailer.
● However, the story seems obscure and jumbled up. The flow of the plot
from the mother’s death to the child being sick is not too obvious from the
trailer alone.
● Further, too much dramatic music and slow motion effect is used in the
footages of the trailer, painting a movie that looks far more dramatic and
soap opera-like than it actually is.
 Audience Numbers Comparison

Sabtu Bersama Bapak Cek Toko Sebelah Ayah Menyayangi

Tanpa Akhir

639.530 2.557.535 34.450

Proposed Storyboard

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3 4
Proposed Storyboard

5 6

7 8
Proposed Storyboard

9 10
Remade Trailer