KKN di Desa Penari was more than just a horror movie for Indonesians. It was, in a way, a cultural phenomenon. Based on a viral X (formerly Twitter) thread, the film blurred lines between folklore, horror, and true-story speculation. It dominated the box office in 2022 and held its crown for nearly three years.
But now it’s been dethroned by an unlikely rival: Jumbo, a local animated film.
What happened?
The Shift from Horror to Heartwarming Stories
The answer may lie in the changing post-pandemic film landscape. With theaters back in full swing, family-friendly films like Jumbo gained traction as safe, inclusive viewing options. The film’s universal appeal, combined with positive word-of-mouth, allowed it to tap into audience segments horror films often miss.
Another key reason could be audience fatigue with horror. Though still popular, the market may be looking for lighter, more heartwarming stories. Jumbo came and filled that gap, offering emotional storytelling and humor that appealed across generations. Families, kids, teens, and even young adults turned out in droves, something horror films can’t always guarantee.
KKN’s legacy still stands strong, especially for pushing Indonesian horror into the mainstream. But Jumbo’s arrival may signal a genre shift and an appetite for stories rooted in emotion rather than fear.
Intan is a Business Analyst at Central Insight. Prior to joining Central Insight, she was a lecturer at Universitas Mercu Buana Jakarta that taught research method. She also has experiences as the lecturer assistant and research assistant at the university. She has several research experiences in social-psychology about scale adaptation and experiment guideline, and three of them were published at credible Indonesian journals. In Central Insight, she has been involved various projects in several sectors, namely digital technology, communication, agriculture, FMCG, and F&B. Intan holds Psychological Science Master’s Degree focused in Social Psychology from Universitas Indonesia, Indonesia; and Psychology Bachelor’s Degree from Universitas Surabaya, Indonesia with a Summa Cum Laude GPA.
Intan is a Business Analyst at Central Insight. Prior to joining Central Insight, she was a lecturer at Universitas Mercu Buana Jakarta that taught research method. She also has experiences as the lecturer assistant and research assistant at the university. She has several research experiences in social-psychology about scale adaptation and experiment guideline, and three of them were published at credible Indonesian journals. In Central Insight, she has been involved various projects in several sectors, namely digital technology, communication, agriculture, FMCG, and F&B. Intan holds Psychological Science Master’s Degree focused in Social Psychology from Universitas Indonesia, Indonesia; and Psychology Bachelor’s Degree from Universitas Surabaya, Indonesia with a Summa Cum Laude GPA.
