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An analysis of marketing strategies for Kenyan films: Mission to Rescue and A Grand Little Lie
- Source: Journal of African Cinemas, Volume 15, Issue 1, Mar 2023, p. 85 - 95
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- 13 Oct 2023
- 11 Dec 2023
- 19 Apr 2024
Abstract
The arena in which films are made within the Kenyan film industry forms the elaborate network of artistic, technical and economic apparatuses that produce, distribute and exhibit films to audiences. While this arena is ever-changing, filmmakers and marketers must explore various ways to position their films within the minds of consumers to encourage consumption of their films. This article sought to investigate the marketing strategies of two Kenyan films: Mission to Rescue (2021) directed by Gilbert Lukalia and A Grand Little Lie (2021) directed by Philip Karanja. The study was guided by the need to establish the marketing strategies used by the producers of the films and the overall impact these strategies had on the success of the films. Content analysis and interviews were the main data collection methods. Guided by the theories of marketing mix, this article brings to light ways in which the choice of a proper marketing strategy by the producers contributed to the success or lack of films in the market.