TEKNIK SINEMATOGRAFI PADA INSTAGRAM SEBAGAI STRATEGI KOMUNIKASI PEMASARAN

Studi Kasus Pada Cinematic Wedding di Instagram @panic.artwork

Abstract

This research discusses the role of Cinematography Techniques, a method that combines video
and text to produce professional visuals, especially in the context of Wedding Cinematography.
One of the service providers that applies Cinematography Techniques is Panic Artwork
Photography in Surakarta, founded by Rijal Nasyirul Haq in 2014. They use this technique as
a marketing communication medium, creating high-quality cinematic weddings to attract the
attention of prospective brides and grooms and increase the number of customers they have.
Purpose The research is to describe the role of Cinematography Techniques on Instagram as
a marketing communication strategy on the @panic.artwork account. Through qualitative
research with a case study approach, this research aims to understand how Cinematography
Techniques function as marketing communications that attract consumer attention. By using
Cinematography Theory and Marketing Mix, this research proves that Cinematography
Techniques in cinematic wedding marketing are effective in attracting consumer interest via
the Instagram platform. The research results concluded that Cinematography Techniques on
Instagram, especially by @panic.artwork, use angle shot, type shot, composition, continuity
and cutting as the main keys to involving the bride and groom and strengthening marketing
messages. Panic Artwork intelligently utilizes Cinematography techniques as the main strategy
in the "Promotion" element of the marketing mix, while other elements such as Product, Price
and Place are also well optimized. Innovations in Cinematography Techniques enable Panic
Artwork to create stunning and meaningful visual content, increasing the appeal of each work
promoted.