Influence of Marketing and Distribution Strategies on The Success of Kenyan Films

Abstract

Film marketing and distribution are fundamental to the success of the Kenyan film industry. Marketing involves promotional strategies that create awareness and generate audience interest, while distribution ensures that films reach their target viewers through various channels. However, despite the industry's growth, Kenyan filmmakers face significant challenges, including limited funding, piracy, inadequate cinema infrastructure, and difficulties in accessing international markets. This study explores the roles and functions of marketing and distribution in Kenya, focusing on the contributions of key institutions such as the Kenya Film Commission (KFC) and the Kenya Film Classification Board (KFCB). Independent filmmakers often rely on alternative strategies such as social media promotion, film festivals, and digital marketing agencies due to financial constraints. The study's objectives include analyzing film marketing strategies, examining distribution channels, assessing the challenges affecting film marketing and distribution, and exploring the impact of digital platforms on film accessibility. Using a document analysis methodology, data were collected from academic sources, industry reports, and policy documents to provide a comprehensive understanding of the subject. The findings indicate that technological advancements have reshaped film distribution, with streaming services such as Netflix, Showmax, and Viusasa offering new revenue generation and audience expansion opportunities. However, issues such as digital piracy, inadequate government support, and weak enforcement of intellectual property rights remain significant barriers. The study concludes that strengthening institutional support, fostering public-private collaborations, and enhancing digital marketing strategies are essential for creating a sustainable and competitive Kenyan film industry. Understanding these evolving trends is crucial for industry stakeholders to develop effective strategies for marketing and distributing Kenyan films both locally and internationally.