Jakarta, July 16, 2025 – Deputy Minister of Creative Economy, Irene Umar, received an audience from Miles Film to discuss the development of collaborative activations and distribution of Indonesian films such as Rangga & Cinta to penetrate global screens. The Ministry of Creative Economy will review the indicators of film distribution abroad by understanding the preferences and potential of film content production, as well as the activation of its promotion.
Dok. Biro Komunikasi Kemenekraf/Bekraf - Wamen Ekraf Audiensi dengan Miles Film, Dorong Perfilman Jadi IP Lokal yang Mengglobal, Jakarta, Rabu (16/7/2025).
“The Ministry of Creative Economy will support the film Rangga & Cinta through collaborations with various stakeholders to design creative promotion and marketing strategies. We also aim to expand the distribution network of Indonesian films, both domestically and internationally,” said Deputy Minister Irene during the meeting held at Autograph Tower, Thamrin Nine, Jakarta, on Wednesday, July 16, 2025.
Deputy Minister Irene emphasized the need for a strategy to reach local screens first as part of revitalizing Jakarta’s creative economy corridor from Blok M to Kota Tua. She also highlighted that one of the collaborative approaches could be conducted with InJourney to activate promotions at Soekarno-Hatta International Airport, Taman Mini Indonesia Indah (TMII), Garuda Indonesia, and other venues or channels to realize cross-sector collaborations supporting the Indonesian film industry.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
“One of the creative economy subsectors, such as film, must continue to thrive and maintain its ecosystem. Therefore, a film must be able to become an Intellectual Property (IP) with attention to financial aspects, distribution strategies, and collaborative activations with various institutions and local brands so that increased cooperation can bring economic added value,” she added.
Miles Film is a production house established in 1995 and recognized as a pioneer in the revival of Indonesian cinema through the release of Petualangan Sherina (2000) and Ada Apa Dengan Cinta (2002), which marked the return of teen drama in Indonesia’s film industry. For more than two decades, Miles Film has produced various formats such as arthouse, documentary, short films, and feature films, many of which have become national box office hits.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
One of Miles Film’s flagship IPs, Ada Apa Dengan Cinta (2002), attracted more than 2.7 million viewers, while its sequel Ada Apa Dengan Cinta 2 (2016) garnered more than 3.7 million viewers. The highest record was achieved by Laskar Pelangi (2008), which reached over 4.7 million viewers.
Miles Film producer, Mira Lesmana, expressed that the presence of the Ministry of Creative Economy provides hope for the creative industry, particularly the film subsector, to encourage national filmmakers to continue creating and to ensure their works achieve broader distribution.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
“Films made in Indonesia, especially those that portray the lives of Indonesians, usually reflect Indonesia’s culture and should be showcased internationally. Of course, film distribution can be pursued through various channels, one of which is screening Indonesian films at international festivals, so that our market can open more widely,” said Mira Lesmana.
As the advisor of the Indonesian Film Producers Association (APROFI), Mira also believes that the role of the Ministry of Creative Economy is vital in supporting creators to remain creative and productive, and in strengthening film works as IPs that contribute to the economy. The discussion also addressed the production and marketing strategy of Rangga & Cinta, which will be released on October 2, 2025.
“The Ada Apa Dengan Cinta IP is substantial and has undergone several explorations through the upcoming film Rangga & Cinta. Beyond its storyline, the iconic characters, collections of poetry, and songs in the film will further highlight the celebration of the AADC story. Everyone will be able to celebrate their high school days, the beauty of poetry, and the charm of songs through various promotional activities, merchandise, books, fashion, cosmetics, and other local products,” added Mira Lesmana.
Dok. Biro Komunikasi Kemenekraf/Bekraf.
Also present at the meeting accompanying Deputy Minister Irene were Deputy for Media Creativity Agustini Rahayu, Director for Film, Animation, and Video Doni Setiawan, and Director for Publishing and Photography Iman Santosa.
Kiagoos Irvan Faisal
Acting Head of Bureau for Communication
Ministry of Creative Economy/Creative Economy Agency
