The Level of Audience Acceptance of Islamic Genre Films

Rosmawati Mohamad  Rasit; Azimah  Misrom; Salasiah Hanin  Hamjah

doi:10.36941/ajis-2020-0076

Authors

Rosmawati Mohamad Rasit Faculty of Islamic Studies, Universiti Kebangsaan Malaysia, Bangi, Selangor, Malaysia
Azimah Misrom Faculty of Islamic Studies, Universiti Kebangsaan Malaysia, Bangi, Selangor, Malaysia
Salasiah Hanin Hamjah Faculty of Islamic Studies, Universiti Kebangsaan Malaysia, Bangi, Selangor, Malaysia

DOI:

https://doi.org/10.36941/ajis-2020-0076

Abstract

The potrayal of religious elements in Islamic genre films have long been discussed among filmmakers. However, the audience acceptance is unclear and still at an infancy stage as the purpose of a film as a form of entertainment is predominant, which is contrary to the teachings of Islam. Thus, this study aimed to analyse the level of audience acceptance towards Islamic genre films. The design of this study was quantitative survey. Questionnaires were distributed to 500 respondents in five cinemas located in shopping malls in the Klang Valley area which were Alamanda, Mid Valley, The Mines, NU Central and KLCC. This study used purposive sampling, and data were analysed using descriptive statistics. The findings showed that the level of audience acceptance towards Islamic films is moderate with a mean value of 34.78 with a standard deviation of 4.38.