Exploring Factors Determining Ambrose Alli University Female Students’ Preference for Nollywood or Bollywood

Student: Paxton Osamuyimhen Emonvuon (Project, 2025)
Department of Theatre and Media Arts
Ambrose Alli University, Ekpoma, Edo State

Abstract

ABSTRACTThis study explores the factors influencing Ambrose Alli University female students’ preference for either Nollywood or Bollywood film cultures. The research did not focus on the question as to which of the two film cultures or industries the students preferred to the other, rather it examined factors which determined their preferences their preference for Nollywood or Bollywood film cultures. A quantitative survey method, which relied on the questionnaire instrument, was used to elicit data from respondents. The questionnaires were administered to100 female students across different academic levels. The findings reveal that cultural relatability and emotional connection significantly shape audience’s preferences. To some respondents, Nollywood films are more appealing due to its cultural relatability; while to others, Bollywood captivates them with vibrant storytelling and musical performances. Other factors found to determine students’ preferences for either of the film cultures include production quality and social and digital media influences. The study, therefore, recommended, amongst others, that filmmakers should learn to address universal themes, expand its global reach and improves production quality.

Keywords
Nollywood Bollywood film preferences female students Ambrose Alli University cultural identity emotional engagement production quality media globalization Nigerian cinema
Filters
Institutions