J. N. Bardi arpa

This project addresses the critical issue of effective marketing strategies to use to maximize audience engagement and attendance for theatre in Nigeria, specifically focusing on strategies that appeal to the crucial youth demographic. The study utilised a quantitative research design, employing a structured questionnaire administered to Theatre Arts students at the University of Benin (UNIBEN). This cohort was selected for their intrinsic knowledge of performance and their role as both consumers and future practitioners of the arts. Data analysis of student responses revealed key preferences and perceptions regarding theatre marketing efficacy. Findings demonstrated a significant preference for digital channels over traditional media (print, radio, or television advertising). Furthermore, students highly value interactive content, clear pricing structures, and promotional packages linked to educational or course programmes. The conclusion is that successful marketing in the Nigerian Theatre should shift from a singular pattern towards a multifaceted, data-driven, and audience-centric approach. It is recommended that Nigerian Theatre companies by implementing these strategies can harness the full potential of this marketing tool to promote their performances.

This study focuses on studying the effects of foreign films on the Nigerian culture and society. It seeks to point out majority of the ills that these films have brought upon our cultural values and the youths. The study was carried out in the University of Benin, Benin-City, Edo state, Nigeria, using the students of Ekehuan campus as a case study. The research design embraces the survey methodology. Two hundred (200) respondents were randomly selected and sampled; the questionnaire is used as the instrument of data collection. The questionnaire was administered online. Data is analyzed in simple percentages and presented in tables. Research analysis indicates that Nigerian cultural values are fast diminishing because the youths who are supposed to keep up tradition and pass them from generation to generation have been negatively influenced by these films in their lifestyles and mannerisms. It is recommended that the Nigerian film industry (Nollywood) should start creating films that portray our rich cultural values and contain positive traditional ethics and also the National Broadcasting Commission should conduct studies to assess the effectiveness and influence of foreign films on the society as a whole.