Re-Packaging of Indonesian Films Before the 1990s
Film, as visual mass communication media has an important role for the development of national culture as one aspect of the effort to increase national identity. Film contains aspect of art such as literature, music, visual, and theatrical, all of which are acculturated into a communication medium that acts as an agent of cultural transformation. There must be an effort made to raise public attention and interest in the importance of Indonesian films, especially Indonesian films made before the1990s which contribute to a large part of the film archive, thus the initiative to create a project presenting these old Indonesian film in a special way that could attract public interest.
To combine five different looks from five different time period, there has to be a continuity element that can tie all five style together. This is achieved by similar composition and placement of graphic element in every posters and sleeves. The continuity is shown by the use of symbolism taken from the films, as well as using similar composition settings namely the use placement of graphic elements. The packaging focuses on the individual sleeves, maximizing the protection of the discs, and use simple box for the overall sleeve.
Film is an integral part of Indonesia that records its culture and lifestyle of the society, presented in an entertaining visual storytelling. Yet there is a very low exposure from the public about its preservation effort. The project was aimed to spark further interest in the preservation and safe keeping of Indonesian films, giving inspiration for other similar projects to be created, so that future generations may also given the opportunity to explore the lifestyle and history of Indonesia recorded in these films.
Bonus collectibles includes film booklet, stickers, and postcards.The film booklet included information in regards to the film such as the cast, production team, and a brief summary of the films. While the summary of each film was placed as well in the back of the individual sleeve, the inclusion of this summary in the booklet so that it may also function as promotional brochure, used during events such as possible film theatrical premiere. Still continuing from the concept of the sleeve packaging which follows the style of old theatre ticket subs, the stickers were made similar to old tickets from old local theatre where the films in the collection in particular were once played at.
The creative strategy of this project focused on the product packaging design and the film posters, emphasizing on the use of illustration as there are very little of photos representation of the films made in the chosen time periods. The copywriting for the product, and its promotional materials will be in Indonesian language, making it a product unique to the country. The visual style for this project will follow the era, which means different graphical elements and illustration style for each film titles. Five different moodboards were created fo each films, acting as a guideline to different color scheme, typography, graphic elements, and overall mood to the films respective genres. The biggest challenge were to combine five different looks from five different time periods, to tie all five distinctive styles together into a single collection.
The sources, mentioned in the Credits on the previous page, are asked to choose a minimum of 10 films from a given preliminary list of films of 29 films, digitalized by Kemendikbud and Sinematek, curated based on their significance on the era where they were released.
CLIENT
Re-Packaging of Indonesian Films Before the 1990s
CREDITS
Design
Silvana Sari
Supervisor
Wildan Ali
Dila Kana
Sources
Aditya Abdi (Sinematek Indonesia)
Adrian Jonathan (Cinema Poetica)
Ifan Ardiansyah (Kineforum Indonesia)
