Entertainment journalists, bloggers, and media houses are the infrastructure of Nollywood marketing. They amplify premieres, build anticipation for releases, and give films cultural context that advertising cannot provide.
Yet the relationship between Nollywood producers and Nigerian media is often transactional and adversarial. Exclusive access is withheld. Press junkets are badly organized. Critical reviews are treated as personal attacks.
For agencies, managing media relationships is a year-round discipline, not a release-week scramble. The journalist you treated well on a small project will champion your big one.
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