EHIMEN OBEHI JOY

This study examines the impact of social media on film audience engagement, focusing on how digital platforms have transformed the ways audiences interact with films and filmmakers. The rapid growth of platforms such as Facebook, Instagram, Twitter (X), YouTube, and TikTok has redefined communication patterns in the entertainment industry, shifting audiences from passive film consumers to active participants in digital conversations. The study investigates how social media facilitates engagement through likes, shares, comments, online discussions, fan communities, and user-generated content, which collectively influence audience perception, anticipation, and loyalty toward films. It also explores how film producers and marketers utilize social media strategies such as teaser campaigns, interactive contests, influencer collaborations, and behind-the-scenes content to stimulate audience participation and strengthen emotional connections with their films. The research is grounded in relevant theoretical frameworks, including the Uses and Gratifications Theory, Diffusion of Innovations, Two-Step Flow Theory, Engagement Theory, and the AIDA Model, which explain the psychological and communicative processes underlying audience interaction online. Using both qualitative and quantitative approaches, the study assesses audience responses and engagement patterns to determine the effectiveness of social media in promoting films and sustaining audience interest. The findings are expected to reveal that social media significantly enhances audience engagement by providing accessible, participatory, and interactive platforms that bridge the gap between filmmakers and their audiences. Ultimately, this research contributes to a deeper understanding of how social media has revolutionized film communication, marketing, and audience behavior in the digital age.