Once upon a time, the only way we could know about the next Nollywood movie was through posters or watching trailers in the movies we rented from the local movie rental store. The trailers were exciting and fast-paced with a distinct voice that had all the possible onomatopoeia a mouth can produce. The trailers always ended with the marketer’s address – 51 Iweka Road, Onitsha, and 1/3 Pound Road, Aba – which were iconic addresses in the formative years of Nollywood.
Akindele exemplifies the strategic use of social media to create buzz and drive anticipation for her films. We almost always know when she is ready to release a movie because she integrates the full production lifecycle into her plans. She doesn’t just work on the movie production but also on elements of promotion for social media.Take ‘A Tribe Called Judah’ for example, which has amassed over N1.4 billion at the box office, making it the highest-grossing Nollywood film ever.
The transition from traditional marketing methods to sophisticated social media strategies marks a significant evolution in Nollywood. Gone are the days when movie promotion relied solely on TV trailers and radio jingles. Today, the digital landscape offers filmmakers a dynamic platform to reach a broader, more engaged audience. Social media has democratised the promotional process, allowing filmmakers to connect directly with fans, build communities, and generate organic buzz.
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