The Jamaican premiere of ‘Bob Marley: One Love‘ biopic, held at the Carib 5 cinema in Kingston, has proven to be a lucrative venture, as stated by Shullette Cox, President of the Jamaica Promotions Corporation (JAMPRO).
Regarding media value, Cox revealed that, within the initial 12 hours post-premiere, the event garnered over a million pounds in the United Kingdom and surged to $1.9 billion within 24 hours in the United States of America. Media value refers to the quantifiable worth or monetary value derived from exposure or coverage gained through various media channels, such as television, radio, print, online platforms, and social media. It is a measure of the estimated financial value of the visibility, reach, and impact generated by media coverage or advertising.
“Within the first 12 hours of the premiere, based on numbers that I have seen, the premiere generated over a million pounds in the United Kingdom (UK) and in the first 24 hours, $1.9 billion in the United States of America (USA),” she declared.
This significant media value, Cox emphasized, is merely the beginning, with the London premiere having yet to be evaluated along with the Hollywood premiere. Cox expressed optimism that this exposure would translate into increased interest in visiting Jamaica, the birthplace of the legendary reggae icon.
Speaking at the launch of the Jamaica Screen Development Initiative (JSDI) at the Office of the Prime Minister, Cox underscored the importance of investing in the creative sector, citing ‘Bob Marley: One Love’ as a prime example.
The biopic, which delves into the life of the late reggae legend Robert “Nesta” Marley and was partially filmed in Jamaica, serves as a poignant reminder of the storytelling prowess of the Jamaican people, according to Minister of Culture, Gender, Entertainment and Sport, Hon. Olivia Grange.
Grange praised the film’s premiere as a testament to the value of nurturing the creative industry, resonating with Jamaicans worldwide. The launch of the JSDI was lauded by Grange as a vital step towards bolstering the local film industry, offering crucial support to Jamaican filmmakers in scriptwriting, distribution, and funding. With aspirations to establish Jamaica’s own cinematic identity akin to other countries, Grange proposed the concept of “Jollywood”,
“Perhaps, now, we can join India’s Bollywood, Nigeria’s Nollywood and create Jamaica’s own film industry – Jollywood,” she said.
Highlighting the nation’s potential to carve out its niche in the global film landscape.
