Interrelation of Film Elements and Film Marketing in Kenyan Feature Films: A Case Study of Mission to Rescue and a Grand Little Lie
Loading...
Date
2024-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Kenyatta University
Abstract
This study aimed to examine how different film elements used during production affect
the marketing of Kenyan films. It was motivated by the need to investigate the expanding
Kenyan film industry and its marketing challenges. The study was based on two Kenyan
feature films, Mission To Rescue (2021) by Gilbert Lukalia and A Grand Little Lie (2021)
by Philip Karanja. The study was guided by the need to: establish the selected film
elements in selected Kenyan films, examine the marketing framework used by the film
producers in the marketing of the films, and assess the reception of the film elements by
the audience in the selected films. This study applied Formalist Film Theory, Marketing
Mix theory, and Audience Reception theories. The data for this qualitative study was
gathered through focus group discussions, interviews, and close reading in an exploratory
manner. The study only examined four selected film elements: narrative structure, theme,
cinematography, and sound design. This study established that incorporating the four
production elements enhanced better reception by the audience. This research also
discovered that the choice of a proper marketing strategy by the producers contributed to
the flourishing of the films in the market. Besides, the study concluded that
cinematography is a major attraction to the Kenyan audience when watching a film
compared to other production elements selected in this research. The study further
recommended that Kenyan film producers lay out a proper marketing framework for their
films before and after release for better access by the audience.
Description
A Research Thesis Submitted in Partial Fulfillment of the Requirements of Award of Degree of Masters of Arts (Film Studies) In the School Of Law, Arts and Social Sciences of Kenyatta University September 2024