The International Theatre and Film Conference (ITFC) 2024 brought together creative professionals, industry leaders, and marketing experts for a virtual event focused on “Unlocking Audiences: Marketing Strategies for Theatre and Film.”
The keynote address by Kofi Adinkra, founder of Africa Arts Network and Head of Business Development and Marketing at the National Film Authority, highlighted the importance of tailored marketing strategies for both industries.
Kofi’s address emphasised the differences between theatre and film in terms of production and consumption dynamics.
While theatre relies on live interactions with the audience, film has the capacity to reach millions and engage viewers long after its release. Effective marketing, according to Kofi, is essential for enhancing visibility, generating financial stability, and building industry reputation.
To engage audiences in the digital age, Kofi shared key strategies such as leveraging technology, building community loyalty, data-driven marketing, and creating resonant stories.
The conference also featured insightful commentary from Dr. Rashida Resario on industry challenges and the need for public-private collaboration, as well as presentations by Star Botchway on digital marketing and Chris Alonzo on grassroots marketing for fringe productions.
