Audience Perception of Foreign Language Films Compared to Locally Produced Films in Cross River State

This study examines audience perception and preference patterns for foreign language films compared to locally produced Nollywood films among residents of Cross River State, South South Nigeria. The globalisation of film distribution through streaming platforms has dramatically expanded the range of foreign language content available to Nigerian audiences, creating new competition for Nollywood and new cultural consumption dynamics that vary by audience characteristics. This study uses a survey design collecting data from 260 adult film viewers in Calabar Municipality, Abi, and Ogoja local government areas. Viewing frequency for local versus foreign films, preference drivers including quality, cultural relevance, language comprehension, and production standards, and the emotional and cultural significance attributed to each category are assessed. Focus group discussions with 36 participants explore viewing preferences in depth. Findings reveal that 68 percent of respondents watch both local and foreign films regularly, with Korean dramas, Indian films, and Western series gaining significant audience share through Netflix and YouTube. Local Nollywood films are preferred for cultural authenticity, familiarity, and comedy, while foreign films are preferred for production quality and novel storyline complexity. Younger, more educated, and higher income respondents show greater foreign film consumption. Language barriers to foreign films are partially overcome through subtitles, with 54 percent of respondents comfortable watching subtitled content. The study concludes that audience preferences in Cross River State reflect a complex cultural-quality negotiation. It recommends Nollywood production quality investment and culturally specific storytelling to compete with foreign film appeal.

Keywords: audience perception, foreign films, Nollywood, Cross River State, film preferences.