Markers of Islam identified include turbans, skullcaps, headscarves, language, the Qur'an, prayers, prayer beads, mosques, and the Kaaba, all of which were used to portray an Islamic identity that was in some ways highly normative while in other ways quite diverse. It finds that, although explicit symbols of Islamic religiosity were generally not included in film flyers, such depictions could still be found, both in flyers for films intended to preach Islamic values as well as in flyers for films with more general themes. Using a corpus of 300 film flyers issued between 19, this article examines how Islam was depicted in advertisements for Indonesian films under the Suharto government. Second, where advertisements in the Suharto era tended to illustrate a dynamicity in discourses on Islamic identity, advertisements in the Reform era have generally promoted a more singular understanding of Indonesian Islamic identity.

First, where advertisements in the Suharto era tended to embrace viewers of all backgrounds, advertisements in the Reform era have often positioned Islam as more exclusive. However, advertisements differed in two key aspects. Advertisements in both eras used such symbols as turbans, skullcaps, and headscarves, as well as other common symbols of Islam. The use of Islamic symbols became more common during the Reform Era (1998–present), particularly following the rise of the film Islamic genre. It finds that, during the Suharto Era (1966–1998), Islam was generally not represented explicitly in film advertisements however, examples could still be found in advertisements for films intended to preach Islamic values as well as in advertisements for films with more general themes. This article examines how Islam has been depicted in advertisements for Indonesian films over the past fifty years.

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