International Journal of Sub-Saharan African Research (IJSSAR)

Background: The resurgence of cinema culture in Lagos State, Nigeria, marks a significant cultural and economic development in one of Africa’s most dynamic urban centers. Lagos, Nigeria’s vibrant economic and cultural hub, has experienced a remarkable resurgence of cinema culture since the early 2000s, transforming urban entertainment landscapes.
Objective: This study aims to investigate the re-emergence of cinema services in Lagos state, focusing on residents’ perceptions, the factors driving renewed interest, and the role of cinemas in shaping entertainment preferences in the area. Theoretical framework: This study adopted three theories - Uses and Gratifications Theory, which explains audience motivations for cinema attendance; Cultural Studies Theory, highlighting cinemas’ role in reflecting and shaping Nigerian identity; and Audience Reception Theory, emphasizing diverse interpretations of films based on socio-cultural backgrounds. Methods: This study adopted a mixed-methods approach, data were collected through structured questionnaire from 340 residents. A total of 400 copies of questionnaire were distributed, this number was arrived at using Taro Yamane’s formula. In-depth interviews with cinema operators were analysed using mean scores, standard deviations, and thematic analysis.
Result: Findings reveal a strong positive perception of cinema resurgence, with residents valuing the return of cinema services (mean = 4.24) for enhancing entertainment experiences. Key drivers include high-quality local and international films (mean = 4.06), comfortable facilities (mean = 4.03), and the social appeal of cinema-going (mean = 3.97), though affordability concerns (mean = 3.39) pose barriers, particularly for lower-income groups. Cinemas significantly influence entertainment preferences, increasing interest in Nigerian films (mean = 3.94) and exposing audiences to diverse genres (mean = 4.07). Interviews underscore cinemas as social and cultural hubs, despite competition from streaming platforms.
Conclusion: The study concludes that cinemas are integral to Lagos’s cultural fabric, offering immersive and communal experiences, but require strategic interventions such as high-quality local and international films, comfortable facilities, and accessibility to ensure inclusivity. Unique contributions: The study provides a unique audience-centric perspective, using a mixed-methods approach to explore perceptions across Eti-Osa, Ikeja, and Kosofe. It highlights the social and cultural significance of cinemas, identifying affordability as a key barrier and the appeal of high-quality films and social experiences as major drivers. Qualitative stakeholder insights reveal operational challenges and opportunities, such as competition from streaming platforms and innovative marketing needs. Key recommendation: The study recommends flexible pricing models by Cinema operators, expanded infrastructure in underserved LGAs by the government at all levels, and enhanced promotion of Nollywood content by the content creators and film industry to sustain growth.