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Jinn (2023) And Mona: Jinn-2 (2024): An Analysis of the Promotional Strategies of the First Horror Sequel in Bangladeshi Film Industry
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Bangladeshi film industry has got its first horror sequel Jinn (2023) and Mona: Jinn-2 (2024) produced by Jaaz Multimedia. The audience were stirred more by the promotional strategies of these films than by the story or filming of them. This qualitative study has explored those strategies through content analysis. By using purposive sampling, this research has selected materials that address promotional strategies during the pre-release, release, and post-release. The analysis is theoretically grounded in Uses and Gratifications Theory and Reception Theory. Findings revealed a significant shift in marketing towards more social media based and audience-centered strategies. Also, the study emphasizes that negative marketing can generate short-term excitement to overshadow a film's narrative and technical aspects.
Title: Jinn (2023) And Mona: Jinn-2 (2024): An Analysis of the Promotional Strategies of the First Horror Sequel in Bangladeshi Film Industry
Description:
Bangladeshi film industry has got its first horror sequel Jinn (2023) and Mona: Jinn-2 (2024) produced by Jaaz Multimedia.
The audience were stirred more by the promotional strategies of these films than by the story or filming of them.
This qualitative study has explored those strategies through content analysis.
By using purposive sampling, this research has selected materials that address promotional strategies during the pre-release, release, and post-release.
The analysis is theoretically grounded in Uses and Gratifications Theory and Reception Theory.
Findings revealed a significant shift in marketing towards more social media based and audience-centered strategies.
Also, the study emphasizes that negative marketing can generate short-term excitement to overshadow a film's narrative and technical aspects.
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