Abstract Movie immersion as a global phenomenon that originated from digital mechanism that emerged from recent communication technology and its multiplier effect have revolutionized and redefined the entertainment industry. Movies have promoted materialism, fraud, corruption, villain, and cybercrimes. Immersive reality created environment has resulted in the youth embracing illusion as portrayed by movies. The core aim of this study is to examine the influence of movie immersion as it reflects in the life of respondents. The present study adopts questionnaire survey to examine the variables which comprise of values, interest and lifestyles. The population for this study are 300 students from both public and private universities in Ogun state. Purposive sampling technique has been used to select the institutions and respondents that participated in the study. The study anchors on narrative transportation theory. Analysis of social data collected through questionnaires reveals the influence of movie immersion on respondents as they acquire new values, interests and lifestyles. The study concluded that movies could be used to propagate positive values, interest and lifestyles. The study recommends exploration of virtual immersive realities to produce content that are value-laden and are equally African-centric. Key Words: Movies Immersion, Digital Technology, Values, Interest, Lifestyles * Abimbola Adekemi Oluyemi is a lecturer in the Department of Mass Communication, Crawford University, Km 8, Atan-Agbara Road, Faith City, Ogun State, Nigeria. ** Adesola Olufunmi Bello is of Olabisi Onabanjo University, Ago-Iwoye, Ogun State, Nigeria. *** Anthony Ifidon Olopha is of the Department of Mass Communication, Crawford University, Km 8, Atan-Agbara Road, Faith City, Ogun State, Nigeria. © AMCRON Journal of Communication and Media Research, Vol. 11, No. 1, April 2019, pp. 105 – 117
OLUYEMI et al. (Sun,) studied this question.