The Nigerian Movie Industry ‘Nollywood’ – A Nearly Perfect Marketing Case Study
Marketing Intelligence & Planning, Vol. 28, No. 5, pp. 625-649, 2010
25 Pages Posted: 5 Jul 2011 Last revised: 9 Jan 2014
Date Written: November 15, 2010
Purpose – The purpose of this paper is to highlight the marketing challenges facing the Nigerian movie industry – Nollywood. The paper also attempts to make a case for due recognition to this multimillion dollar industry in management research as opposed to being pigeonholed in the domain of media, film or cultural studies.
Design/Methodology/Approach – The case study benefits from a mixture of survey questionnaires, in-depth interviews and focus groups drawing on a range of themes from Nollywood’s target audience in the diasporas over a three-year period (2005-2007).
Findings – Explanations for why African movies – as epitomized by the case of Nollywood – continue to lack box office appeal cannot be detached from the poor marketing-mix strategies adopted – notably weak marketing communications and poor product quality.
Research Limitations/Implications – The paper is restricted to a convenience sample of respondents and may arguably suffer from a weakness of generalizability.
Practical Implications – Nollywood directors, producers, distributors, marketers and all other stakeholders must organize national, regional and international networks/networking events in order to guarantee the requisite forum for shared access, ideas and more importantly technology and technical know-how. There is also the need for skills upgrading and more robust marketing communications.
Originality/Value – This is the first major attempt to move the discourse of cinematic consumption away from the field of media studies to general management – notably marketing. The paper exudes of a powerful message – this is not just art, it is big business!
Keywords: Film, Innovation, Marketing Communications, Marketing Strategy, Nigeria
JEL Classification: M31, N45
Suggested Citation: Suggested Citation