PREPARING A WORKING BUDGET FOR STUDENTS’ FILM PRODUCTION, MARKETING AND DISTRIBUTION: A STUDY OF UNIVERSITY OF AFRICA, TORU-ORUA, BAYELSA STATE, NIGERIA

Abstract

Film production is a capital-intensive creative endeavour requiring effective financial planning, resource allocation, and strategic management to achieve artistic and commercial objectives. In contemporary film practice, budgeting serves as a fundamental instrument for coordinating production activities, controlling costs, mitigating risks, and ensuring successful marketing and distribution outcomes. Despite the growing popularity of film studies and practical filmmaking programmes in Nigerian universities, many student productions continue to encounter challenges associated with inadequate budgeting, poor financial management, and insufficient understanding of marketing and distribution processes. This study examined the preparation of a working budget for students’ film production, marketing, and distribution, using the University of Africa, Toru-Orua, Bayelsa State, Nigeria, as a case study. The paper explored the concept of budgeting in film production, identified essential budget components, analysed the significance of budgeting across production stages, and investigated the role of marketing and distribution in determining the success of student films. The research is anchored on the Resource-Based Theory and Project Management Theory, which provided theoretical explanations for resource allocation and project execution in film production. Through an extensive review of literature and relevant empirical studies, the paper argued that effective budgeting enhances production quality, promotes accountability, minimises waste, and increases the commercial viability of student film projects. The paper concluded that film education institutions should integrate practical budgeting skills into filmmaking curricula, and recommended the introduction of compulsory courses and regular hands-on workshops focused on film budgeting and production finance for students. Also, film training must shift away from a productiononly focus by devoting equal attention and funding to marketing, promotional campaigns, and diverse distribution strategies.