The Influence of Social Media on Film Promotion Among Filmmakers: A Study of Ilorin East Local Government Area, Kwara State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Chapter One: Introduction
1.1 Background of the Study
In the digital age, social media has revolutionized the way films are promoted and distributed. Social media platforms such as Facebook, Instagram, Twitter, and YouTube provide filmmakers with powerful tools for reaching global audiences, engaging with fans, and generating buzz around their films. In Ilorin East Local Government Area of Kwara State, where there is a growing interest in local filmmaking, social media has increasingly become a vital channel for film promotion, enabling filmmakers to bypass traditional distribution channels and directly connect with their audience. The use of social media in film promotion allows filmmakers to generate awareness, build a fan base, and even crowdsource funding, all of which contribute to the sustainability of the film industry. Previous studies have shown that social media plays a critical role in the promotion of Nollywood films, as well as regional cinemas in Nigeria (Ogunleye & Lawal, 2023). However, while social media's influence on film promotion is well-documented in larger film industries, less attention has been paid to its role in smaller, regional filmmaking communities such as Ilorin East. This study aims to explore the influence of social media on film promotion among filmmakers in Ilorin East Local Government Area, Kwara State, examining how filmmakers use these platforms to promote their films, engage with audiences, and overcome challenges in the competitive film industry.
1.2 Statement of the Problem
Despite the growing use of social media for film promotion, filmmakers in Ilorin East Local Government Area may face challenges related to limited access to technology, a lack of digital marketing expertise, and the complexities of managing social media platforms effectively. While social media offers numerous opportunities for exposure, not all filmmakers are equipped to fully capitalize on these opportunities. The role of social media in promoting films within this local context remains underexplored. Filmmakers in Ilorin East may lack the resources or knowledge to leverage social media to its full potential, and there is a need to assess how these filmmakers are utilizing social media for promotional purposes. Additionally, understanding how social media impacts film promotion and audience engagement within this local context can inform strategies for filmmakers looking to increase their visibility and success.
1.3 Objectives of the Study
To assess how filmmakers in Ilorin East Local Government Area use social media for film promotion.
To examine the impact of social media on audience engagement and film viewership among filmmakers in Ilorin East.
To identify the challenges faced by filmmakers in Ilorin East in using social media for film promotion.
1.4 Research Questions
How do filmmakers in Ilorin East Local Government Area use social media for film promotion?
What impact does social media have on audience engagement and film viewership among filmmakers in Ilorin East?
What challenges do filmmakers in Ilorin East face in utilizing social media for film promotion?
1.5 Research Hypotheses
Filmmakers in Ilorin East Local Government Area significantly use social media platforms for promoting their films.
Social media has a positive impact on audience engagement and film viewership among filmmakers in Ilorin East.
Filmmakers in Ilorin East face challenges related to technology and digital marketing in using social media for film promotion.
1.6 Significance of the Study
This study is significant because it sheds light on the role of social media in film promotion within a regional filmmaking context, particularly in Ilorin East Local Government Area, Kwara State. The findings will provide insights into how social media can be leveraged by filmmakers to promote their films and engage with audiences, contributing to the sustainability and growth of local film industries. The study will be useful for filmmakers, digital marketing experts, and policymakers who aim to support the development of regional film industries through the effective use of social media.
1.7 Scope and Limitations of the Study
This study is limited to filmmakers in Ilorin East Local Government Area and focuses on their use of social media for film promotion. The research will not explore the broader film promotion strategies used outside this context. Limitations include the possibility of bias in self-reported data from filmmakers and the fact that some filmmakers may have limited access to the technology or skills needed to effectively use social media.
1.8 Operational Definition of Terms
Social Media: Digital platforms such as Facebook, Instagram, Twitter, and YouTube used by individuals and organizations for communication, content sharing, and promotion.
Film Promotion: The strategies and activities filmmakers use to market their films, including advertising, public relations, and audience engagement.
Audience Engagement: The level of interaction and involvement that audiences have with a film or filmmaker, often facilitated through social media platforms.
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