Multibillion profits reaped from teen novel business<\/p>\n
Rendi A. Witular
\nThe Jakarta Post\/Jakarta<\/p>\n
Most teenagers who read local teen novels, also called \"teen
\nlit\", may not know that behind the story they are reading extends
\na new industry that reaps billions and billions of rupiah
\nin profits annually, as well as new young millionaires.<\/p>\n
The publishing industry is not the only one making profit from
\nthe high sales of teen novels, and the movie and television
\nindustries, which bring the novels to the big and small screens,
\nare also profiting.<\/p>\n
In creating screen adaptations, the two industries prompt
\nteenagers who have not read the original novels to storm
\nbookstores, which will eventually help fill the pockets of
\nauthors and publishers.<\/p>\n
\"Movies and television programs have helped promote the novels
\nas well as boost their sales. Their role is now very significant
\nin helping publishers increase the sale of their best-selling
\nnovels,\" said Hetih Rusli, an editor with publisher PT Gramedia
\nPustaka Utama.<\/p>\n
Hetih gave an example of how sales of Me Versus High Heels had
\nincreased noticeably after it was adapted into a movie early this
\nyear, with an average 5,000 copies sold per month, from 1,000
\ncopies monthly before its cinematic release.<\/p>\n
At present, Gramedia has sold more than 40,000 copies of the
\nnovel since its launch early last year. With each copy priced at
\nRp 30,000 (US$3), the company is estimated to reap in a revenue
\nof Rp 1.2 billion from this novel alone.<\/p>\n
Of this amount, author Maria Ardelia could receive up to Rp
\n120 million in royalties. By regulation, an author should receive
\na minimum 10 percent royalty from book sales.<\/p>\n
Aside from publishers and authors, the film production company
\nthat adapted the novel, PT Starvision, is also reaping a huge
\nprofit from the film, which opened early this year.<\/p>\n
\"Two weeks ago, we calculated that about 350,000 viewers went
\nto see the movie. The movie is still playing in several cities
\nacross the country now. We expect to reap in more profit soon,
\nwhen the video compact disc (VCD) is released,\" said Hanna
\nYulianti, a Starvision marketing executive.<\/p>\n
It is estimated that Starvision has collected at least Rp 7
\nbillion thus far from ticket sales, assuming an average ticket
\nprice of Rp 20,000 per person.<\/p>\n
\"Due to the movie's success, the company is now planning to
\nlaunch a television series on ANTV on July 13. We have prepared
\n13 episodes of the series and we hope it will become a hit,\" said
\nHanna.<\/p>\n
Another producer that is gearing up to open a feature film
\nbased on a best-selling teen novel is the newly established PT
\nFlick Production. The company will open on Sept. 8 Dealova, based
\non the novel by 19-year-old Dyan Nuranindya.<\/p>\n
Flick is optimistic that it can net at least 90,000 moviegoers
\nin a single month. The figure is based on an estimate that about
\n45,000 fans of the novel will come to see the film, along with
\ntheir parents, Flick executive Ade Kusumaningrum said.<\/p>\n
\"Most of moviegoers in Indonesia are teenagers. That is why
\nteen movies are so promising compared to those for adults. We are
\noptimistic that there is a huge audience for this movie, because
\nit is based on a bestseller teen novel,\" said Ade.<\/p>\n
Since the middle of last year, Gramedia Pustaka has sold
\n60,000 copies of Dealova.<\/p>\n
It author, as per regulation, has received a 10 percent
\nroyalty from the publisher, or about Rp 170 million, not
\nincluding the Rp 20 million it received from Flick Production
\nwhen the company bought the rights for a film adaptation.<\/p>\n
\"I am not writing for money. I just like to write. But if they
\nlike my novel and pay me some money, I will be grateful. It will
\nbe more than enough to treat my friends,\" said Dyan.<\/p>\n
For Dyan, writing the bestseller may merely be a daily
\nactivity, but for publishers and producers, her creation is part
\nof a promising and lucrative money-making machine for a business
\non the rise.<\/p>\n
According to Gramedia Pustaka marketing executive Dewi
\nYuliani, the teen lit market is huge, and demand for local novels
\nis higher than foreign novels, because the readership identifies
\nwith their cultural environment.<\/p>\n
Dewi said that most smaller publishers that used to publish
\nbooks on religious affairs and agriculture were now shifting
\ntheir business focus to teen novels because of the huge demand
\nand promising market.<\/p>\n
\"Teen novels have been on the rise since last year. In the
\nfirst six months of this year, Gramedia Pustaka has published 45
\nnew novels,\" said Dewi. Fairish is currently the publisher's
\nbest-selling novel.<\/p>\n
About 66,000 copies of Fairish have been sold since late last
\nyear. Meanwhile, TV7 is now producing a television series based
\non the novel.<\/p>\n
Esti Kinasih, the author of the novel, said even before the
\nprogram's launched, set for this month, sales of her novel had
\nalready showed a sharp increase following TV7's promotional
\ntrailers of the new program.<\/p>\n
\"My royalty has (also) increased for this month. I am
\noptimistic that more copies will be sold after more people become
\nfamiliar with the program,\" said Esti, adding that she had
\nreceived about Rp 25 million from TV7 for rights to the novel.<\/p>",
"url": "https:\/\/jawawa.id\/newsitem\/multibillion-profits-reaped-from-teen-novel-business-1447899208",
"image": ""
},
"sponsor": "Okusi Associates",
"sponsor_url": "https:\/\/okusiassociates.com"
}