Strategic Promotion of Malaysian Bangsawan Theatre: A Historical Analysis of Its Golden Era in The Early 20th Century

Muhammad Azman Masri and Lena Farida binti Hussain Chin
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Muhammad Azman Masri: Faculty of Music and Performing Arts, University Pendidikan Sultan Idris
Lena Farida binti Hussain Chin: Faculty of Music and Performing Arts, University Pendidikan Sultan Idris

International Journal of Research and Innovation in Social Science, 2025, vol. 9, issue 4, 5769-5782

Abstract: Malaysian Bangsawan theatre emerged from the global diaspora of modern opera and flourished across Southeast Asia from the 1860s to the 1940s. In Malaysia, it gained immense popularity which evolving into a major commercial entertainment industry. However, Bangsawan has experienced a significant decline and receiving a minimal attention. This decline is often attributed to shifting audience preferences and the advent of new media technologies such as television after World War II social media and many more. The factors do not fully explain the waning interest in Bangsawan theatre. This study explores the promotional strategies that contribute to Bangsawan’s prominence during its golden era. Specifically, it analyses and justifies the promotional elements of Bangsawan through the AIDA model. Thus, it will encompass the attention, interest, desire, and action key factors that drove audience engagement including it sustainable to become a popularity in Malaya. By examining the printed ephemera from the period, this paper focuses on three selected sources of 16 samples from Eastern Daily Main and Malaya Tribune. Using qualitative methods applying conceptual studies that analyses historical promotional materials from selected years to uncover patterns in Bangsawan’s marketing approach. The findings reveal a structured promotional framework comprising distinct phases: attraction, information, and emphasis. These promotional strategies play a pivotal role in shape the audience engagement and contributing to Bangsawan’s widespread which appeal during its peak. Ultimately, this study provides empirical evidence of how strategic marketing efforts. Bangsawan’s novelty become as the entertainment medium which influenced to success. The insights gained offer a deeper understanding of historical theatre marketing strategies and their impact on sustaining of the public interest.

Date: 2025
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