Kuala Lumpur, 1 June 2020 - The global and local film industry have seen significant changes in the face of the COVID-19 pandemic and the lockdown. Many local and international film-makers have had to put a hold on premiering their films in theaters to give focus and space to resolve the current crisis.
Malaysian filmmakers are faced with the same dilemma for not being able to debut their films in cinemas during the Movement Control Order (MCO) and the Conditional MCO. As the nation adjusts to the new normal, viewership trends are evolving in favour of home consumption as viewers demand for fresh and premium content. Astro, along with National Film Development Corporation Malaysia (FINAS), acknowledged this demand and swiftly sought a business continuity solution for the impacted big screen releases along with the local and regional producers alike.
Astro subsequently provided customers with a viable solution by premiering local films directly to consumers’ homes on Astro First. This has proven to be a positive game changer for the local film industry as first run films on Astro First have outperformed the majority of local films released theatrically in 2019. Notably, ‘Syif Malam Raya’ which was released on Astro First during Raya, has garnered in excess of RM3million in 10 days of its release, a record achievement considering the restrictions during MCO.
Zakaria Abdul Hamid, FINAS Chairman said, “Syif Malam Raya’s success on Astro First is a game changer and truly an exciting development for the Malaysian film industry. I would like to congratulate producers, Ray Theme Sdn Bhd and Astro Shaw for an innovative marketing campaign for the film. I hope to hear more of such success stories for Malaysian films premiering on pay-per-view platforms especially during this challenging period for the Malaysian film industry.”
Panchacharam P. Nalliah (Pansha), President of Malaysian Association of Film Producers said, “The collection for ‘Syif Malam Raya’ during the Hari Raya celebration period on Astro First is an excellent achievement. This ‘box office’ collection on Astro First is distinctly higher in comparison to cinema collections during the Hari Raya festive season, from 5 years ago. We congratulate the producers and Astro First who have provided an outstanding service to Malaysians to stay entertained during this pandemic. Thank you to Malaysian audiences who continue support local films. We are confident that more high-quality local films will premiere on Astro First in time to come.”
Raja Jastina Raja Arshad, Vice President, Head of Astro Shaw and Nusantara, said, “More film producers are embracing Astro First, Malaysia’s largest home cinema, as the platform to premiere their latest releases. Following Mamat Khalid’s ‘Manap Karaoke’ debut on 7 May, Astro First presented ‘Syif Malam Raya’ on 21 May, a debut film by Ray Theme Sdn Bhd in time for Hari Raya, a crucial release window for the local film industry. We are very encouraged by the demand of both movies which have generated good collections and that ‘Syif Malam Raya’ achieved RM3million within the first ten days. It has also been a hit on NJOI, a freemium TV service, topping the NJOI daily-buy chart over five days.”
Ahmad Fuzi Mansor from Ray Theme Sdn Bhd, producers of ‘Syif Malam Raya’ said, “We are thankful for the overwhelming support for ‘Syif Malam Raya’ from customers on Astro First. While the film was initially scheduled for release in cinemas, we are pleased with the outcome and success it has achieved on Astro First. I would like to thank everyone involved, especially customers who have made this film a phenomenon in this new normal.”
Mamat Khalid, Director of ‘Manap Karaoke’ said, “I would like to thank Astro Shaw for their expertise in offering ‘Manap Karaoke’ to customers during the MCO period. We hope customers have enjoyed this comedy, especially during these uncertain times.”
‘Syif Malam Raya’ and ‘Manap Karaoke’ are available on Astro First via linear TV and On Demand, for streaming on Astro GO, as well as on NJOI. Astro is pleased to offer an avenue and lend its marketing expertise to film producers and directors who seek to debut their films directly to consumers via its platforms offering a reach of 5.7mn homes. Customers can look forward to two new films i.e. romance drama, ‘Ada Apa Dengan Dosa’ and horror film, ‘Town Mall’ on Astro First soon.
Astro First generally debuts local films two weeks after its cinema run. The role of Astro First itself has adapted to the new normal, serving the needs of the customers who want to watch the latest movie in the comfort and safety of their homes. Consumers living in areas with limited access to cinemas, will now have the opportunity to watch more movies together with their family without leaving their homes.
