Competitive Dynamics and Strategic Adaptations in Dhallywood: A Porter's Five Forces Analysis of Bangladesh's Film Industry

Mohammad Ali Sarkar; A. B. M.  Saiful Islam

doi:10.17323/cmd.2026.33881

Mohammad Ali Sarkar University of Rajshahi https://orcid.org/0009-0006-8831-2886
A. B. M. Saiful Islam University of Rajshahi

DOI: https://doi.org/10.17323/cmd.2026.33881

Keywords: film industry of Bangladesh, Porter’s Five Forces, competition, OTT platforms, digital transformation, globalization

Abstract

This research paper explores the competitive landscape of Bangladesh's film industry through Michael E. Porter's "Five Forces Framework." It aims to uncover the key factors influencing the market dynamics in this sector. The analysis examines the threat of new entrants, the bargaining power of suppliers and buyers, the presence of substitute products, and competitive rivalry. The study reveals that digital technology has simplified filmmaking and entry into the industry. However, limited investment, poor infrastructure, and a lack of originality are stifling growth. The rise of OTT platforms, social media, and digital entertainment has increased viewers' bargaining power, offering a significant alternative to traditional cinema. Globalization has heightened competition by subjecting local films to international standards but also opened new distribution avenues abroad. The research concludes that strategic innovation, creativity, and digital adaptation are crucial for enhancing the industry's competitiveness and ensuring its long-term sustainability.

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Author Biographies

Mohammad Ali Sarkar, University of Rajshahi

PhD Research Fellow, Department of Mass Communication and Journalism

A. B. M. Saiful Islam, University of Rajshahi

Doctor of Philosophy, Professor, Department of Mass Communication and Journalism

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