Information Adequacy and the Marketability of Local Video-films in Tanzania
Abstract
This article examines how the availability of information on various platforms has impacted on the marketing of Tanzania ' s local video-films. Using face-to-face interviews and focus group discussions, the study established that there is little and inadequate information for most Tanzanian video-films. This inadequate availability of information could be one of the contributory factors behind for the decline of Tanzanian video-films viewership. Implicitly, much more needs to be done to further promote the country ' s local video-films. Moreover, local filmmakers ought to learn how to communicate, what information to post and how to stay in contact with their audience. Furthermore, they ought to learn about important details that should be included in their promotional materials and texts so that they provide adequate information.
Keywords:
Marketing video-films, Marketing movies, Word-of-mouth
References
Araujo, A. 2020, Digital marketing strategies for the next generation film distribution. International Journal of Film and Media Art, vol. III, no. 2, 98-123.
Caldwell, S. 2005, Jump start your awesome film company, New York, Allworth Press.
Chen, Y. 2021, Research on marketing strategies of different movies and film market, 2021 3rd International Conference on Economic Management and Cultural Industry, 203, pp. 218-221. Atlantis Press International B. V.
Edwards, R., & Holland, J. 2013, What is qualitative interviewing? London, Bloomsbury Publishing Plc.
Finsterwalder, J., Kuppelwieser, V., & de Villiers, M. 2012), The effects of film trailers on shaping consumer expectations in the entertainment industry: A qualitative analysis, Journal of Retailing and Consumer Services, http://dx.doi.org/10.1016/j.jretconser.2012.07.004
Gaenssle, S., Budzinski, O., & Astakhova, D. 2018, Conquering the box office: Factors influencing success of international movie in Russia, Ilmenau Economic Discussion Papers, vol. 24, no. 113, 1-25.
Gao, Z., Malic, V., Ma, S., & Shig, P. 2019, How to make a successful movie: Factor analysis from both financial and critical perspective, in Information in Contemporary Society (1st ed., pp. 669-678), Bloomington, IN.
Jerrick, D. 2013, The effectveness of film trailers: Evidence from the college student market. Journal of Undergraduate Research. Retrieved April 2023, 2023, from https://www.uwlax.edu/globalassets/offices-services/urc/jur-online/pdf/2013/jerrick.david.marketing.pdf
Kabirigi (Director). 2014, Mdundiko [Motion Picture].
Kroll, N. 2020, The importance of story, Los Angeles, CA. Retrieved February 18, 2023, from https://noamkroll.com/the-importance-of-story/
Liu, Y. 2006, Word-of-mouth for movies: Its dynamics and impact on box office revenue, Journal of Marketing, vol. 70, no. 3, 74-89.
Marwa (Director). 2017, Kiumeni [Motion Picture].
Mtitu (Director). 2003, Sandra [Motion Picture].
Mwakalinga, M. 2010, The political economy of the film industry in Tanzania: From socialism to an open marketing economy 1961 €“2010, Unpublished Dictoral dissertation, University of Dar es Salaam.
Rawal, M., & Saavedra, J. 2017, Mediating effect of word-of-mouth in movie theatre industry. Journal of Media and Communication Studies, vol. 9, no. 3, 17-23. doi:10.5897/JMCS2016.0529
Ronalds (Director). 2015, Going Bongo [Motion Picture].
Sanga, D. N. 2015, The struggle for space: Youth participation in 'ngoma' groups in globolizing Tanzania, Bayreuth University.
Sawadogo, B. 2017, African film distribution in the United States: Assessment and prospective analysis, Sanaa Journal, vol. II, no. 1, 18-22.
Shamte, S. (Director). 2016, Homecoming [Motion Picture].
Sharma, A., Nicolau, J. L., & Mas, F. J. 2022, The effect of movie and television placements, Tourism Management, vol. 91, no. 4. doi:10.1016/j.tourman.2022.104517
Shivji, I. (Director). 2017, T-Junction [Motion Picture].
Tyson, G. (Director). 2002, Girlfriend [Motion Picture], Tanzania, Lete-Mambo Productions.
Tyson, G. (Director). 2003, Dilemma [Motion Picture], Tanzania.
Downloads
Published
Issue
Section
License
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
