Level of Acceptance on Malaysia Local Film Production : a Case Study on Ola Bola Among Young Adults in Malaysia

Lye, Xueying (2019) Level of Acceptance on Malaysia Local Film Production : a Case Study on Ola Bola Among Young Adults in Malaysia. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

This study is to study out the audience’s level of acceptance towards Malaysia local film production. Malaysia is a multicultural country and this study will study the audience’s behavior towards film and comparing it to Malaysian film. The aim of this study is to study the level of acceptance among Malaysia young adults on Malaysia local film production, to identify the audiences’ expectation in local film production, and to determine the requirements of good quality local film production. To achieve the aim of this study, a quantitative survey through Google form is carried out and there are 103 respondents. The findings show that local film production considered good enough for Malaysians because of the storyline and the actors are in the level of acceptance by the audiences, while local film production can also produce more culture theme of film as this theme are highly accepted by Malaysians. Besides, the results also show that since the language used in the film is easy to understand, they do not need subtitles with 3 languages to help them understand the conversation in the movie; while those who feel like the language used is hard to understand, they hope that there are subtitles with 3 languages for them. In addition, audiences who like the movie with difference cultural would also like to see more local film with unity and racial harmony theme. According to the results, the other factors that may determine the quality of the film can be categorized into 6 categories, which are: quality of actor, editing skills, quality of production team, technology used, camera shots, and others. In this research, Uses and Gratification Theory (UGT) by Jay Blumler and Elihu Katz had been used in this study, and there are also few practical implications for future directors and the government. Lastly, there are a few recommendations for future research regarding the level of acceptance of Malaysia young adults towards the local film production.