THE EVOLVING ROLES OF FILM MARKETING AND PROMOTION IN THE NIGERIAN FILM INDUSTRY, A STUDY OF FUNKE AKINDELE’S STRATEGY
Abstract
As Nollywood continues to expand both locally and internationally, effective marketing strategies have become crucial to the commercial success and global reach of its productions. This study explores how film marketing and promotional tactics have adapted to changing audience behaviors, technological advancements and competitive market dynamics. This project examines the evolving roles of film marketing and promotion within the Nigerian film industry, popularly known as Nollywood, with a focus on the renowned filmmaker, Funke Akindele. Through qualitative analysis of Funke Akindele's marketing approaches, including social media engagement, branding, and distribution channels, the project highlights innovative practices that have enhanced audience connection and industry growth. The findings contribute valuable insights into the significance of strategic promotion in sustaining Nollywood's evolving cultural and economic impact.
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