Exploring the Role of Social Media Marketing in the Box Office Success of Funke Akindele's Everybody Loves Jenifa

Abstract

This study delves into the transformative influence of social media platforms on film marketing and distribution, with a particular focus on Funke Akindele's Nollywood film, ‘Everybody Loves Jenifa’. It examines the strategic utilisation of platforms like TikTok to promote films, analysing the marketing tactics employed and their subsequent impact on audience engagement and the commercial success of the film. Drawing upon established media and marketing theories, including the Uses and Gratifications, this research develops a comprehensive framework for understanding digital promotion within the dynamic Nollywood industry. The analysis assesses the effectiveness of various social media strategies in reaching target audiences, increasing film visibility, and driving conversion rates. Findings indicate that social media marketing significantly shapes audience perceptions and cultivates substantial interest in Nollywood films. This study contributes to the existing academic literature by highlighting how digital platforms profoundly influence film marketing outcomes within the Nigerian film industry. It offers actionable insights for filmmakers and marketers seeking to optimise their social media campaigns for maximum outreach and audience interaction. Ultimately, this research underscores the critical importance of leveraging social media in contemporary film marketing and provides a structured approach for evaluating its efficacy within the Nollywood context, guiding strategic decisions for industry practitioners aiming to enhance film promotion through digital channels.