Awi Suryadi transformed from a comedy-drama director to a horror film specialist, which might never have crossed his wildest imagination. However, that’s what happened. Now, most of Awi Suryadi movies turn out to be the highest-grossing horror movies. Awi, who once lost billions of rupiah, thanks to his collaboration with MD Pictures through KKN di Desa Penari, has made Awi the biggest Indonesian director of all time. What is the story?
Awi was born in Bandar Lampung on September 24, 1977, with the name Suryadi Musalim. His father was a cinema entrepreneur with businesses spread across Lampung, Palembang, Bengkulu, and Jambi. Thanks to that, since childhood, Awi has been familiar with films and the big screen.
“My hobby is going to the cinema.” And then, what about smaller films? What I remember might be Terminator. Arnold Schwarzenegger’s movie, Terminator 1, was quite memorable, along with Rocky, you know, the standard ones. “Always Stallone and Arnold,” said Awi during an interview with Liputan 6.
After graduating from college in America, despite holding an engineering degree, Awi firmly decided to dive into the film industry as a director. His first film, which he wrote and directed, was released in 2005, titled Gue Kapok Jatuh Cinta.
From Losing Money to Being Nominated for the FFI
Awi started his journey in the national film industry with personal funds. At that time, he didn’t know many people in the industry. His network wasn’t as extensive as it is now. And her name was still mired in mud.
He recounted that he initially became friends with Thomas Nawilis, who had already ventured into the entertainment world. Awi then offered him the script for Gue Kapok Jatuh Cinta, and Thomas was interested. They then looked for two more investors to finance the film’s production. “They’re all still in the circle of friends,” said Awi.
The four of them pooled Rp750 million each, and Awi started working on his first film. However, with a budget of Rp3 billion, it was not enough for the promotion costs. In the end, Gue Kapok Jatuh Cinta was only spread by word of mouth. It’s only natural that its sales plummeted.
“As far as I remember, the amount that went back to my account was around 300 million, if I’m not mistaken.” So each person suffered a loss. The loss was 450 million. That means (the total loss) is 1.8 billion,” Awi recalled.
Awi’s name began to rise when he worked on a film titled Claudia/Jasmine in 2008, a romantic comedy-drama that tells the love story of two women of different ages. First, Claudia, who is still in high school, with the twists and turns of her love triangle. Next, there is Jasmine, who is already an adult with past romantic traumas.
Claudia/Jasmine received 4 nominations at the Indonesian Film Festival (FFI), namely Best Feature Film; Best Supporting Actress; Best Screenplay; and Best Editing.
“Producers liked it, filmmakers liked it.” “That’s where Mas Riri and Mba Mira got to know my name,” Awi recounted.
Thanks to that, Awi finally got to know Yoen K, the producer from Maxima. “Well, Mr. Yoen K from Maxima Pictures entrusted a film to me. It was supposed to be a comedy film. Because at that time, Mr. Yoen K said, 21 was looking for a horror film, so it was changed to the horror film “Sumpah Pocong di Sekolah,” he said.
Two years later, Awi’s film I Know What You Did on Facebook (2008) received many nominations at the FFI and won in the Best Cinematography category.
Awi’s Collaboration with MD Pictures Shakes up the Domestic Box Office
In the past Awi often made comedy-drama films, after getting to know a major producer, he more frequently worked on horror films due to market demand. The peak was when Awi was recruited by MD to work on a film based on Risa Saraswati’s novel, Jurnal Risa.
“Honestly, MD was confused about what to do with the script because Risa Saraswati’s novel isn’t actually horror… Risa as a child and the little ghosts. Meanwhile, MD wanted to try making a horror film,” Awi told Liputan 6.
“After I read the book, I chose to make the character Asih the villain. From there, I had a meeting with the author, and then we developed it together,” he continued.
Then the film Danur was made. Awi’s first horror film with MD was a huge success, with a total audience of 2.7 million people.
After directing three Danur films, Awi came across the phenomenal horror thread by @SimpleMan, KKN in Desa Penari. As soon as he finished reading it, he hurriedly contacted MD Entertainment.
“Must get this IP.” I really want to take this on. “This could be a horror movie that gets me excited again,” Awi said at that time. It was a match made in heaven; MD had apparently already set its sights on that thread. However, they are competing with six other production houses (PH).
The universe supported Awi’s move. MD Entertainment CEO Manoj Punjabi also managed to convince SimpleMan to give the IP KKN di Desa Penari to them. Awi was immediately appointed to oversee it.
The film was released simultaneously with Doctor Strange in 2022, but it still managed to succeed. Easily, the number of viewers surpassed other films, placing it at the top of the all-time highest-grossing Indonesian films.
The total number of viewers for KKN di Desa Penari reached 10,061,033 people. Above it, there is only Avengers: Endgame as the highest-grossing film in Indonesia. And it seems that the record will last a long time.
Awi has now released his 2024 film with MD Pictures, titled Perewangan, which has been showing in theaters since October 24, 2024. Next, Awi will reunite with the screenwriter of KKN di Desa Penari, Lele Laila, in the horror film Pabrik Gula, which will be released in 2025.
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