Issa Athumani

The Changing Dynamics in Tanzania Film Industry: a Study of Dar Es Salaam Film Audiences Issa Athumani

The question of reception and its application to thechanging dynamics of media industries has often beenpresented in various contexts. In Tanzania, fordecades, there is an occurring neo liberal economy. This type of economy demonstrates the availability ofevery type or genres of films for film audience?sconsumption. In such a situation, therefore, onewonders what do the Tanzanian film audiences chooseto watch. This study used structured and unstructuredinterviews, observations, and survey as methods ofresearch. Questionnaire were also used in collectingdata. The study analyzes film receptions centered onthe following demographics; age, gender, educationallevel, occupation and income level and regions wherefilm audiences are found. The study put forward Dares Salaam film audience as a group of populationwhere such differences are a phenomenon. The study was able to reveal that the dynamism thatis taking place in Tanzania film industry at bothlevels of operations, that of production,distribution and exhibition, is caused also by theaudience?s choice of films that they watch.