IMPROVING THE SELLING POINTS OF UMKM PRODUCTS VIA CINEMATIC STORYTELLING

Abstract

During the two years of the pandemic, it was estimated that 30 million MSME (Micro, Small, and Medium Enterprises) actors were out of business [1], but at the same time, the application for MSME or UMKM establishment permits through the Investment Coordinating Board (BKPM) also increased rapidly [2]. To support the sale of UMKM products, a video advertisement is needed that can be applied on social media or used as a display at the UMKM outlet. This form of community service is the empowerment of UMKM stakeholders who are generally underprivileged women from the middle to lower economic class and only have educational backgrounds only up to high school, especially in the Kunciran area, South Tangerang. Three basic theories from the film theory that are useful as the fundamental language of film and advertising propaganda which are derived from Montage Theory (Sergei Eisenstein), Realism (Andre Bazin), and Semiotic (Ferdinand de Saussure) were explained at the workshop. In addition, basic editing techniques were demonstrated with the free Davinci Resolve software and the operation of low-budget equipment such as smartphones and DSLR cameras. As a result, this workshop is a one-minute video advertisement produced by the participants for their own UMKM products.