CHALLENGES OF BUSINESS PITCHING AND MARKETING OF CREATIVE PRODUCTS IN NOLLYWOOD
Abstract
This study critically examines the challenges and dynamics of business pitching and marketing within Nollywood, Nigeria’s film industry. Despite Nollywood’s global prominence and rich storytelling tradition, many creative projects fail to secure adequate funding or reach their intended audiences due to unstructured pitching and underdeveloped marketing strategies. Using a mixed-methods approach, the research investigates current industry practices, identifies key barriers such as limited access to funding, piracy, informal industry structures, and inadequate audience segmentation, and assesses the effectiveness of digital marketing tools. Through case studies of prominent filmmakers including Kunle Afolayan, Funke Akindele, and Kemi Adetiba, the study demonstrates how structured business practices enhance commercial success. The study concludes by recommending professional training, data-driven marketing, and institutional support to improve Nollywood’s sustainability and global competitiveness.
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