According to the Malaysian Association of Advertising Filmmakers (PPFIM) President, Khoo Kay Lye, the majority of the production companies under the association had already closed down. He disclosed further in an open letter, dated 2nd July 2021 to YB Datuk Saifuddin Abdullah, Minister of Communications and Multimedia (KKMM) that it is like they are all passengers in a bus traveling at 200 km/hr and there is no driver. The brakes has failed and they are heading straight into the wall, and they couldn’t escape, and sooner or later all will be dead, in an desperate attempt to explain how critical the situation has become since the start of the pandemic 16 months ago.
Khoo said, “Our business is hanging on a thin line. We are running out of money to support our employees. We also support many services and skilled workers. If we have no shoots, they have no food. While we understand if the government cannot give us a lifeline in the form of a handout or a ‘bantuan’ but at least allow us to find our own. Allow us to resume shooting, we will strictly follow SOPs. This situation has forced many studios to let go their long-time skilled employees which has completely paralyzed the economy. Please..!”
Khoo has further received full support from the Malaysian Advertisers Association (MAA) and the Association of Accredited Advertising Agents Malaysia (4As) also echoing their strong support for the industry to be allowed to start shooting again.
Mohamed Kadri Mohamed Taib, President of MAA said, “Marketing and advertising stimulate sales which in turn grows the economy. It is a proven equation but to work, it requires a chain of support services. Once the chain is broken, the economy falters. The people behind short film producers play an important part in this chain. They need to be allowed to operate to produce the content we need to sell our goods and services. This will help us do our part in helping in keeping the economy going.”
Meanwhile, Andrew Lee, President of 4As said,“In the many months of lockdown to curb the COVID-19 pandemic, we have witnessed a tremendous increase in digital traffic, digital media consumption and online transactions. To adapt to the changing consumer behavior, the advertising and marketing industry has focused its marketing efforts in the digital space. And as the digital economy has been identified as a new development driver and e-commerce projected to contribute to Malaysia’s gross domestic product (GDP), the industry stands ready to support the Government in accelerating technology adoption by creating effective digital content and campaigns to lift consumer spending patterns to pre-COVID-19 levels, boost business and household confidence as this will reinvigorate economic recovery. But in order for us to do that, we need all related industries in the advertising and marketing field, including the film industry to be allowed to operate.”
In conclusion, PPFIM, MAA and 4As exclaimed that ‘We stand together!’to help Malaysians in need and to helping our economy.
