Changing with changing times: A peep into Nollywood physical film markets in the era of online marketing

Abstract

At the early stages of Nollywood (the film industry in Nigeria), names of physical film markets were regular in thrillers and posters of films. These include the markets at Upper Iweka Onitsha, Alaba International Lagos, Idumota Lagos, Pound Road Aba and Milverton Avenue Aba. These markets handled the general marketing of the industry. In the present day Nollywood, most of the marketing in the industry are done online. Yet, the names of these physical markets still suffice on the thrillers and posters of Nollywood films. This paper attempts to take a look at the state of the physical film markets in Nigeria in contemporary times. The markets surveyed are the film markets in Electro-Mart Market Onitsha Anambra State (which is a re-location of the market at Upper Iweka Onitsha), Alaba International Market and Idumota Market both in Lagos, and Pound Road and Milverton Avenue both in Aba Abia State. The work is approached through documentary research, observation and interview sessions with the marketers in, and leaders of the markets. It is concluded that despite the fact that activities have grossly dwindled in these physical film markets, they are still very relevant to Nollywood for some other vital functions they perform for the industry. What is missing in these markets is the suitable political environment for the industry. The paper recommends the provision of the enabling economic, natural and, most importantly, political environment for the industry to thrive better in this highly digital era.