Department of Theatre Arts and Film Studies

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Browsing Department of Theatre Arts and Film Studies by Subject "Audience Perception"

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    Audience Study as Catalyst in Sustainable Nollywood Yoruba Film Industry
    (Yorùbá Studies Review, 2020-11) Uwadinma-Idemudia, Eunice
    Nollywood is the representation of the socio-cultural apparatus of Nigeria in the world cinema. This paper evaluates generally, film audience’s perspec- tive in Nollywood films, and in particular non-native actors in native films. Most often, stakeholders in the film industry do not access, or are flagrantly ignorant of viewer’s feedback on the state of their production in all media of communication. Some determine this with the profit margins. This paper therefore evaluates the audience’s perception of non-native actors in Nolly- wood Yoruba native films. The area of concentration is on the quality of au- dience reception on native films by non-native actors. Cluster sample method is the tool of research for this paper, in which questionnaire samples were dis- tributed among film viewers in the Yoruba speaking area in Nigeria. This is done in order to determine the performance ratings of non-Yoruba native ac- tor’s skill of character interpretation in cultured films. Theoretical framework is anchored on Bandura’s Social Learning theory, which concentrates on im- pact of artistic models on the audience’s psyche. Findings reveal that audience ratings of non-native actors in Yoruba cultured films is poor, compared with their characterization in non-native setting, and this is due to wrong casting by directors who cast them against all odds in order to improve their profit margin. Findings also reveal the importance of audience study as a necessity in pre-production considerations of film shooting.