Rangkai's Ambition Empowers Local Filmmakers Through Video-On-Demand Platforms

After being hit hard when the pandemic hit, the Indonesian film industry is back on its feet. Various film titles have begun to be produced and shown, both in cinemas and digital platforms. Even so, the number of viewers is still below standard (before the pandemic).

According to research, there are more than 3000 Indonesian films that have fared idling, created but only saved. One reason is suspected to be imperfect film infrastructure, especially exhibitions or viewing access. There are only 517 cinemas in Indonesia, more than 60% of which are located in the Greater Jakarta area. This limits access for spectators in the city tier 2 and 3.

This inspired Rangkai to create a platform that could bring Indonesian films together with new audiences. Apart from that, the low accessibility of quality local broadcasts at affordable prices is also another reason for their presence platform video-on-demand This. Rangkai has a vision to become a digital ecosystem that grows and develops Indonesia's creative economy.

Not just a film platform service online, Rangkai has aspirations to help build and assemble the Indonesian film sector, starting from films and local communities. As a film exhibitor, the party collaborates with filmmakers from various cities in Indonesia. So, local works can be watched and enjoyed nationally.

Founder & CEO Rangkai Redemptus Rangga said, "We don't limit our films to just popular narrative films. We want to provide a platform for young filmmakers from high school to be able to show their work. We keep them as assets that can continue to grow as passive income for filmmakers ."

From the user side, Rangga also saw a decline in interest in the monthly subscription system. Featured films are spread across various OTTs with a monthly subscription system. This is burdensome for users because they have to spend a larger subscription fee when they only want to watch a few films on a platform.

So therefore, Rangkai.id using the system pay-per-view. Users have the freedom to choose and pay for the films they want to watch – just like in the cinema – at an affordable price. The movie tickets they buy are valid for 24 hours. The company has also partnered with provider digital wallet to increase user payment options.

Rangga also added that the economic empowerment of filmmakers is also the next focus in developing the ecosystem. Therefore, Rangkai implements a profit sharing system, each ticket sold will be divided 50:50 between the platform and the filmmaker after tax is deducted.

The company is also building a metadata system for a more accurate user search system. The more movies there are, the more difficult it is for users to remember the titles. The film search system on Rangkai.id can search for specific moments in the film even if it is not in the title. For example, if you want to search for the word "Car" in a column search There will be films coming out with car scenes in the film.

Rangkai has also carried out several collaborations with government programs, festivals, communities and academics. Films curated in collaboration programs can be shown on our program. So, it is hoped that the audience of each collaboration program will be interested in becoming Rangkai users to be able to watch the work.

In terms of curation, Rangkai ensures that every film or content product that is broadcast is of good quality and prioritizes inclusivity from various cities in Indonesia. To date, Rangkai has succeeded in selling more than 25 thousand tickets with a collection of more than 111 selected local films.

He also revealed 4 things that were challenges during legality, funding, industry trust, public awareness and sales. "I think apart from the legality point, the solution is time and our determination to continue to disseminate information regarding Rangkai correctly and transparently," he said.

Regarding legality itself, this is more about state regulations, I think at this point the solution is to remain active and collaborate with various stakeholders and competitors, to be able to build a forum together that has a good and true impact on the wider community, especially the Indonesian film sector.

Potential and future focus

It cannot be denied that the Covid-19 pandemic has had many negative and positive impacts on the Indonesian film sector. This year is said to be the right momentum to develop and encourage a joint film ecosystem. Over the past two years, while building Rangkai, Rangga also observed the Indonesian film sector.

He revealed that the Indonesian film sector has interesting dynamics because it is closely related to arts and culture and is one of the main points in the creative economy sector. Rangga also saw the increase from the side quantity and quality of Indonesian films. This is a reference that the current condition of Indonesian cinema is better and has great potential.

Technological disruption during the Covid-19 pandemic has become an influence on a person's lifestyle, especially in obtaining entertainment needs. Even though Rangkai.id was present during the pandemic, our products did not respond directly to needs during the pandemic only. Sustainability is the main focus considering consumer needs for local digital entertainment and in line with existing technological developments.

"We have to admit that the technological disruption during the Covid-19 pandemic has had an impact on accelerating the education of Rangkai.id products to our users. Apart from that, currently there is a growth trend in Indonesia's creative economy sector. Rangkai sees the potential and progress of creative economy digital products, "especially in the film sector, in line with the rapid development of technology globally," said Rangga.

The company's focus in the first year was to find a business model that would reap profits. The company decided to play in the realm gaming profits. "And very grateful, for the collaborative work of all parties, especially our great small team, Rangkai.id has recorded a profit/profit in the first year," he added.

This year the company will focus on increasing HR capacity, organization and products. We have planned to seek funding to accelerate and expand the growth of our organization and business units, so that we can run a circular ecosystem and become the foundation for the digital infrastructure of Indonesia's creative economy sector, especially in film.

"Our initiative is to be more hyper-local market, present directly and run together with filmmakers, transparency, sharing economy and focus on developing digital infrastructure for Indonesia's creative economy," he concluded.