Nollywood Marketing System: The Economics of Survival

Abstract

In Nollywood, the production and distribution/marketing of the films are both in the firm control of marketers. The marketers have metamorphosed into a cabal that seems difficult to circumvent and this is a problem. This paper attempts an exposé of the Nollywood Marketing/Distribution Chain to aid aspiring Nollywood marketers. Both documentary research and in-depth interview of 18 marketers drawn from the Nollywood marketing hubs of Idumota and Alaba International both in Lagos State, and Electro-Mart Shopping Complex Onitsha in Anambra State provided the data used. It is discovered that a change in the marketing situation in Nollywood, and subsequently its development to compete favourably in the global film market, can only be expected when trained film marketers are able to penetrate the markets and be part of marketing activities of the industry. Until this is achieved, the industry’s hope to progress beyond its present state is not in sight. Theatre and Film Studies Departments in Nigeria are admonished to start cross disciplinary training in film marketing right from the undergraduate level to aid aspiring film entrepreneurs in Nigeria. This should involve the Departments of Marketing and Economics to be functional. In the long run, this will enhance improved industry performance of Nollywood.