What is profitable: Southeast Asian context
Love/Drama
Mass Media audience:
Yes. This genre of films is profitable to the mass media audience in Southeast Asia and it's been proven. Southeast Asians love romantic comedy or anything that's a good love story. A few examples are My Sassy Girl, Ombak Rindu, Pasrah, Maria Mariana, and 200 Pound Beauty.
Demographic:
We have a few main demographics in Southeast Asia like Philipino, Thai, Malaysian, and Indonesian. All these demographics have shown lots of interest in Love/Drama based films.
Psychographic:
Asians are known to be more soft-hearted, gentle, and lovely in general, especially when compared to Americans. Asians are also more family-oriented and have a more serious attitude towards romantic relationships compared to the people in the West.
Distribution system:
Astro, the Malaysian satellite television, has innovated the way people watch local and international films. Its latest innovation is "Astro First" which gives the option for viewers to watch blockbusters in the comfort of their home. There are also many shopping complexes that house cinemas where movie-goers are able to view movies newly released. DVD distribution is also popular in Southeast Asia & Blu-ray is slowly gaining followers.
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