KUALA LUMPUR: Film industry players in the country are advised to fully utilise the ASEAN Committee on Culture and Information (ASEAN-COCI) platform, which could serve as a channel to cultivate ASEAN cinema culture and, at the same time, enhance appreciation for films from ASEAN countries. Professor Dr Mahadi J. Murat, a Communication and Film Studies lecturer at Universiti Malaya-Wales (UM-Wales), said this would align well with Malaysia’s ASEAN Chairmanship in 2025.
According to BERNAMA News Agency, Mahadi stated that organising exchange programmes, collaborations, or joint ventures, in addition to the media exchange platform, could promote and popularise local artistes and works across ASEAN countries. He emphasized that attracting even a million viewers would significantly benefit the industry, taking cues from countries like Korea, Japan, and China.
Mahadi highlighted the immense potential within the ASEAN region, home to 760 million people, as a target market. He stressed the importance of producing f
ilms that reflect the region’s own identity to create an ecosystem that appeals to Southeast Asian audiences and strengthens the region’s global standing.
Mahadi also underscored the need for Malaysian films to reflect the country’s identity to ensure they hold high market value. He advocated for storytelling that draws from local inspirations and values, rather than mimicking Hollywood. He pointed out that while learning from Hollywood’s techniques is beneficial, the content should remain true to local identity.
He emphasized the importance of effectively translating funding into competitive film products and involving foreign investors and corporate bodies in the film industry to expand the ecosystem. This approach, he argued, is crucial for boosting the film industry.
In Budget 2025, the government allocated RM160 million for initiatives benefiting creative industry players, aiming to support local creative talents and encourage more local artworks. Mahadi noted the RM50 million allocated to Dewan Bahas
a dan Pustaka (DBP) as a signal for serious attention to culturally-based content.
He suggested activities like adapting original works into meaningful local content. For instance, when adapting a novel into a film, it should serve as the source material translated into film form, adhering to cinematic storytelling while maintaining the original work’s essence and language.