ABSTRACT:

While so many challenges confront Nigeria in the 21st century such as creating a robust economy, strategising politics to meet people’s welfare, realising the vision of millennium development goals among others, the state of academic research in aid of entrepreneurial efforts leaves much to be desired. Especially in arts, it is difficult to see research done on university-industry collaboration basis. The Nollywood industry is one place where this lack is awfully visible. Building on findings from a study that combines audience ethnography with textual analysis, this paper calls for research-based practices in the industry. It further highlights the need for convergence in benefitting both Nollywood (film) studies and development in the country.