#SHOWBIZ: 'Ejen Ali The Movie 2' scores big in Indonesia, screening in 240 cinemas

New Straits Times

8 hours ago

KUALA LUMPUR: Ejen Ali The Movie 2 (EATM2), the highly anticipated sequel to Malaysia's hit animated feature, is enjoying a strong run in Indonesia, with its theatrical release now extended to 240 cinemas, more than triple the number when it premiered on June 27.
In just five days, the film has attracted over 174,000 moviegoers of all ages, especially children, marking a significant milestone for the homegrown animation in a competitive entertainment market.
WAU Animation chief executive officer and EATM2 director Usamah Zaid Yasin said the team had not expected such an overwhelming reception, particularly as Indonesia does not operate a 'mandatory screening' system like Malaysia.
"We entered the market at the perfect time during the school holidays, backed by strong local partnerships, distributors, and a communications agency that truly understands the Indonesian audience," he told Bernama.
Usamah attributed the film's early momentum to the loyal Ejen Ali digital fanbase in Indonesia, cultivated over the years through YouTube and social media, alongside strategic collaborations with Indonesian animation studios and a soundtrack feature with popular local band Nidji.
He said these localisation efforts gave the film a familiar touch and a sense of ownership for Indonesian viewers, and he expects viewership to continue rising in the coming weeks.
With momentum building, EATM2 is expected to debut in Cambodia, following recent successful runs in Singapore and Brunei, cementing its growing regional footprint.
Reflecting on the challenges of international expansion, Usamah said assembling the right collaborators was critical.
"The first movie had a smaller scale and limited traction. This time, with stronger backing from Media Prima and our Indonesian partners, we saw a leap in visibility and cinema presence," he said.
He added that dedicated media strategies and a better understanding of the local market helped drive engagement and ticket sales, hoping it would set a stronger foundation for Malaysian creative works to reach wider audiences abroad.
Produced by WAU Animation in collaboration with Primeworks Studios (PWS), the film, which follows the story of a 12-year-old boy who accidentally becomes a spy, has grossed nearly RM60 million to date, with more regional releases in the pipeline.