Journal of Development Communication And Applied Theatre

This study examines the intersection between new media and film marketing in the digital age, leveraging social media as a promotional apparatus in the Nigerian film industry. As digital media increasingly shapes audience behavior, filmmakers are moving beyond the barricades of traditional film marketing methods to embrace the interactive power of social media. This study investigates how platforms like Facebook, Instagram, WhatsApp, TikTok, X (formerly Twitter), and YouTube were utilised to create awareness, drive engagement, and influence viewership decisions for the film, Marriage O’clock. This study is underpinned by Technology Acceptance Model (TAM) and Social Media Engagement Theory in its framework and deploys the quantitative content analysis of the promotional models adopted for the marketing of the film across digital platforms. This is reflected in increased awareness and conversion to box office success though behind-the-scene content, trailers, and influencer collaborations. In the light of the fore going, this study reiterates the need to integrate social media strategies from the pre-production phase to post-release of films to enhance visibility and establish loyal digital communities of film viewers. Findings reveal a shift from traditional marketing methods, to innovative social media campaigns which are pivotal and operative machinery for film promotion, globally.The study recommends that, filmmakers should invest in digital marketing training, adopt emotionally engaging content strategies, and collaborate with influencers to maximise impact, providing practical guidelines to film makers and marketers to effectively navigate the evolving global digital landscape.

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