Nigerian movies – the next blockbuster? Mass market movie industry seeks marketing strategy

Abstract

Purpose

This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting‐edge research and case studies.

Design/methodology/approach

This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.

Findings

First Hollywood in the USA, then Bollywood ‐ the Indian film industry centred on Mumbai ‐ and now Nollywood, the Nigerian movie industry. With revenues of over US$70 million in 2009, Nollywood is Nigeria's second highest revenue earner. It is one of the country's largest employers of skilled and semiskilled labour, driven solely by private initiative and operating without government support or intervention. Judging by the scale of bank transfers into Nigeria every year, there are a great many Nigerians living outside the country and a big prospective market for “Naija” films ‐ but there has yet to be a Nigerian movie premiere in the USA. In London, there are large immigrant populations of African origin – but no Nollywood movie theatres. This is a multimillion dollar industry with considerable growth prospects – but no coherent strategy for the marketing and distribution of its products.

Practical implications

The paper provides strategic insights and practical thinking that have influenced some of the world's leading organizations.

Originality/value

The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to digest format.

Citation

(2013), "Nigerian movies – the next blockbuster? Mass market movie industry seeks marketing strategy", Strategic Direction, Vol. 29 No. 9, pp. 22-24. https://doi.org/10.1108/SD-08-2013-0054