Recontextualizing Nostalgia: Instagram Marketing Strategy for Petualangan Sherina 2 (2023)

DOI

10.2991/978-2-38476-603-1_14How to use a DOI?

Keywords

Nostalgia Marketing; Instagram Promotion; Indonesian Cinema; Digital Film Marketing; Audience Memory

Abstract

This study examines how nostalgia marketing is constructed in the Instagram promotion of Petualangan Sherina 2, the sequel to a culturally significant Indonesian film released in 2000. Using a qualitative descriptive design, the research analyzes 26 Instagram posts uploaded on the official account @filmpetualangansherina between November 2022 and October 2023. The analysis integrates the film marketing mix, Master Social Strategy, and nostalgia marketing pathways to identify how nostalgic cues operate within short form digital content. Findings show that the campaign strategically uses returning actors, familiar musical and visual motifs, and reflective captions to evoke emotional continuity with the original film. Instagram functions as the central promotional environment where these nostalgic cues are organized through content pillars that combine emotional storytelling, informational messaging, and audience engagement. Representative examples demonstrate the interplay of re-instantiation, re-enactment, and re-appropriation in reconstructing memories from the 2000 film for contemporary digital audiences. The study concludes that nostalgia serves as both an emotional device and a marketing strategy that strengthens audience attachment to the sequel. The findings contribute to understanding how Indonesian films use social media to cultivate affective connections and sustain long term audience engagement.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Josephine Melinda
AU  - Bisma Fabio Santabudi
PY  - 2026
DA  - 2026/09/04
TI  - Recontextualizing Nostalgia: Instagram Marketing Strategy for Petualangan Sherina 2 (2023)
BT  - Proceedings of the International Moving Image Cultures Conference (IMOVICCON 2025)
PB  - Atlantis Press
SP  - 165
EP  - 178
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-603-1_14
DO  - 10.2991/978-2-38476-603-1_14
ID  - Melinda2026
ER  -