A Study on Sri Lankan Cinema: Industrial Weaknesses and Promotional Strategies

Abstract

Cinema is both an art form and an industry. When studying the industrial nature and promotional strategies of Sri Lankan cinema, one can identify a local cinema that is artistically successful on both global and regional levels. However, it is difficult to observe within Sri Lankan cinema the industrial characteristics found in other countries where cinema has developed as a robust industry. This study examines the characteristics identifiable in the film industries of industrially developed regions—primarily Hollywood and Bollywood—and how these characteristics function within Sri Lankan cinema.

Furthermore, the primary research problem identifies the advanced technical and creative methods used for film promotion in regional countries versus the nature of promotional strategies employed in Sri Lankan cinema. Data was collected by presenting a questionnaire to an audience selected randomly under the random sampling method, based on variables such as residential area (urban, semi-urban, rural), gender dynamics, age, profession, and monthly income. This data was analyzed by comparing it with the aforementioned variables and categorizing it separately.

Accordingly, the study was able to identify the nature of the Sri Lankan audience's preference for cinema and the methodologies that can be used to develop the industrial background of Sri Lankan cinema. It also revealed the promotional media that can be utilized to build a deep, attentive, and heartfelt connection between the Sri Lankan audience and cinema. Furthermore, it was revealed that there is significant potential to bring audiences who have abandoned cinema halls back to the theaters by creating films that appeal to the Sri Lankan audience's consciousness and belong to the film genres they prefer most. It was identified that selecting promotional media based on the cinema audience's preferences and popularizing cinema through these means provides the opportunity to address a larger audience.