ABSTRACT
This chapter provides an overview of the Nigerian film industry, outlining the key film cultures that co-exist. Building on this, the chapter illustrates how increased professionalism, formalisation of practice, and changes in technology are impacting on film marketing in the contemporary Nigerian film industry. Through examining a number of important developments and highlighting specific cases, the emerging practices of film marketing and distribution are presented and evaluated. The range of formal and more informal distribution networks, both across Nigeria and internationally which were associated with Nollywood films are giving way to New Nollywood where the emphasis is more on gaining theatrical distribution, as well as Video-on-Demand (VOD) platforms. The new economic model aims to attract more elite and transnational audiences, increasing marketing budgets and ambition.
