The changing dynamics in Tanzania film industry: a study of Dar es Salaam Film Audiences

The question of spectatorship and its application to the changing dynamics of media industries has often been presented in various contexts. In Tanzania, for decades, there is an occurring neo liberal economy. This type of economy demonstrates the availability of every type or genres of films for film audience’s consumption. In such a situation, therefore, one wonders what do the Tanzanian film audiences choose to watch. This study used structured and unstructured interviews, observations, and survey as methods of research. The study analyzes film receptions centered on the following demographic and social differences: age, gender, educational level, occupation and income level and regions where film audiences are found. The study takes Dar es Salaam film audience as a case study of a population where such differences are a phenomenon. The study was able to reveal that the dynamism that is taking place in Tanzania film industry at both levels of operations, that of production, distribution and exhibition, is caused also by the audience’s choice of films that they watch. The study winds up with recommendations that, there is a need to revise the distribution systems operating at the moment. Meanwhile the industry needs to throw light on its production activities not only to validate the films but also to spread its film products among the different film audience’s demographic and social characters.