Multibillion profits reaped from teen novel business
Rendi A. Witular, The Jakarta Post, Jakarta
Most teenagers who read local teen novels, also called "teen lit", may not know that behind the story they are reading extends a new industry that reaps billions and billions of rupiah in profits annually, as well as new young millionaires.
The publishing industry is not the only one making profit from the high sales of teen novels, and the movie and television industries, which bring the novels to the big and small screens, are also profiting.
In creating screen adaptations, the two industries prompt teenagers who have not read the original novels to storm bookstores, which will eventually help fill the pockets of authors and publishers.
"Movies and television programs have helped promote the novels as well as boost their sales. Their role is now very significant in helping publishers increase the sale of their best-selling novels," said Hetih Rusli, an editor with publisher PT Gramedia Pustaka Utama.
Hetih gave an example of how sales of Me Versus High Heels had increased noticeably after it was adapted into a movie early this year, with an average 5,000 copies sold per month, from 1,000 copies monthly before its cinematic release.
At present, Gramedia has sold more than 40,000 copies of the novel since its launch early last year. With each copy priced at Rp 30,000 (US$3), the company is estimated to reap in a revenue of Rp 1.2 billion from this novel alone.
Of this amount, author Maria Ardelia could receive up to Rp 120 million in royalties. By regulation, an author should receive a minimum 10 percent royalty from book sales.
Aside from publishers and authors, the film production company that adapted the novel, PT Starvision, is also reaping a huge profit from the film, which opened early this year.
"Two weeks ago, we calculated that about 350,000 viewers went to see the movie. The movie is still playing in several cities across the country now. We expect to reap in more profit soon, when the video compact disc (VCD) is released," said Hanna Yulianti, a Starvision marketing executive.
It is estimated that Starvision has collected at least Rp 7 billion thus far from ticket sales, assuming an average ticket price of Rp 20,000 per person.
"Due to the movie's success, the company is now planning to launch a television series on ANTV on July 13. We have prepared 13 episodes of the series and we hope it will become a hit," said Hanna.
Another producer that is gearing up to open a feature film based on a best-selling teen novel is the newly established PT Flick Production. The company will open on Sept. 8 Dealova, based on the novel by 19-year-old Dyan Nuranindya.
Flick is optimistic that it can net at least 90,000 moviegoers in a single month. The figure is based on an estimate that about 45,000 fans of the novel will come to see the film, along with their parents, Flick executive Ade Kusumaningrum said.
"Most of moviegoers in Indonesia are teenagers. That is why teen movies are so promising compared to those for adults. We are optimistic that there is a huge audience for this movie, because it is based on a bestseller teen novel," said Ade.
Since the middle of last year, Gramedia Pustaka has sold 60,000 copies of Dealova.
It author, as per regulation, has received a 10 percent royalty from the publisher, or about Rp 170 million, not including the Rp 20 million it received from Flick Production when the company bought the rights for a film adaptation.
"I am not writing for money. I just like to write. But if they like my novel and pay me some money, I will be grateful. It will be more than enough to treat my friends," said Dyan.
For Dyan, writing the bestseller may merely be a daily activity, but for publishers and producers, her creation is part of a promising and lucrative money-making machine for a business on the rise.
According to Gramedia Pustaka marketing executive Dewi Yuliani, the teen lit market is huge, and demand for local novels is higher than foreign novels, because the readership identifies with their cultural environment.
Dewi said that most smaller publishers that used to publish books on religious affairs and agriculture were now shifting their business focus to teen novels because of the huge demand and promising market.
"Teen novels have been on the rise since last year. In the first six months of this year, Gramedia Pustaka has published 45 new novels," said Dewi. Fairish is currently the publisher's best-selling novel.
About 66,000 copies of Fairish have been sold since late last year. Meanwhile, TV7 is now producing a television series based on the novel.
Esti Kinasih, the author of the novel, said even before the program's launched, set for this month, sales of her novel had already showed a sharp increase following TV7's promotional trailers of the new program.
"My royalty has (also) increased for this month. I am optimistic that more copies will be sold after more people become familiar with the program," said Esti, adding that she had received about Rp 25 million from TV7 for rights to the novel.