Why do niche film labels thrive abroad but struggle in Malaysia?

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Niche Film Labels Thrive Abroad Due to Cultural Valuation, While Struggling in Malaysia Due to Lower Perceived Value

In contrast to the thriving niche film labels found in countries like the USA and UK, such as The Criterion Collection or Artificial Eye, these entities face significant challenges in Malaysia. While overseas, these labels successfully distribute films appealing to specific tastes, often through DVD and Blu-ray sales, the Malaysian market exhibits a different consumer behaviour. This disparity is largely attributed to a fundamental difference in how film is culturally valued in Malaysia compared to music, leading to a reluctance to invest in physical film media to the same extent.
Cultural Valuation Drives Support for Physical Media Abroad

In markets like the USA and UK, dedicated small-scale DVD and Blu-ray labels have found success by catering to enthusiasts of niche films, those outside the mainstream. Labels such as Kino, Olive Films, and Cinema Guild in the US, and Second Run and Arrow Video in the UK, demonstrate that there is a viable market for physical media releases of films that might not receive wide theatrical distribution. This success is often linked to a broader cultural appreciation for film as an art form, encouraging consumers to build tangible collections of their favourite cinematic works, akin to collecting books.
Malaysian Consumers Prioritise Music Over Film in Physical Media

While Malaysian consumers show a willingness to purchase original CDs and vinyl records, even from imported indie labels, the same enthusiasm does not extend to original DVDs and Blu-rays. Music fans in Malaysia often possess extensive collections of physical music media, reflecting a strong connection to music as a cultural product. This is in stark contrast to film enthusiasts, whose collections are more frequently comprised of digital files on hard drives or pirated DVDs and Blu-rays, indicating a different approach to acquiring and valuing cinematic content.
Perceived Value Dictates Spending Habits on Film

The cost of original DVDs and Blu-rays is not the primary deterrent for Malaysian consumers, especially when compared to the prices Malaysians are willing to pay for vinyl records, which can range from RM100 to RM200 per LP. Even with international shipping, original film discs remain more affordable than vinyl. This suggests that the issue is not economic affordability but rather a lower perceived cultural value of film in Malaysia, leading to a reluctance to spend comparably on films as they do on music.
Lower Valuation Impacts Institutional Support for Filmmaking

The author posits that this diminished valuation of film as an art and cultural commodity in Malaysia extends to a lack of institutional support, such as grants for filmmaking. Unlike many European countries that recognise film as a significant cultural product deserving of safeguarding, film in Malaysia is often viewed primarily through the lenses of entertainment and business. This perspective contributes to an environment where the creation and preservation of film as a cultural heritage is not prioritised, further influencing consumer attitudes towards acquiring and cherishing physical film collections.

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Why do niche film labels thrive abroad but struggle in Malaysia?

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