Mention 419 and anyone who has been an internet user long enough will unfortunately think ‘Nigeria'. Well, it would be unfair to typecast an entire nation in bad light because of the indiscretions of a few individuals. Every country has its criminal elements. Thankfully, it is not all gloom and doom from Nigeria. Nigerian movies are one of the country's most recognizable exports today especially to other countries across Africa. The industry has helped to bring out the formidable though sometimes less talked positive business drive of Nigeria. There is more to the country than 419 scams and the struggle for oil revenue at the Niger delta.
The origins of the Nigerian movie making industry can be traced back to the 1960s round about the time many African countries were obtaining independence. However, the cost of production and access to quality equipment proved to be major impediments at the time. Towards the 1980s, the government of Nigeria formulated and implemented policy that ensured a lot more local content was on air on Nigerian television stations as opposed to American and other foreign television productions. This was a significant step as it encouraged local production to grow.
Many analysts of the Nigerian movie industry (or Nollywood as it is sometimes known) point the turning point of the country's film making industry to the early 90s when the film ‘Living in Bondage' was released. From here on out, it was uphill as a powerful distribution network developed. The ease of availability of cheap film making equipment gave additional momentum and before long, the industry was booming.
Nigerian movies and the Nigerian film making industry as a whole are estimated to generate anywhere between USD 250 million and USD 500 million each year. The number of movies produced each year range from 1,000 and 2000. Statistically, other than United States and India, no other county has such a large film making industry. Nollywood has the added benefit of tapping into an actors' and actresses' market that is not as expensive when compared to the average cost of a top-level actor or actress in Hollywood.
The demand for the movies within the continent of Africa has been huge and has spawned a fanatic following even among non-Nigerians across the continent. Inroads into wealthier markets such as Europe and the United States have not been as successful. However, the movies appeal to the average African resident. The Nigerian movies have cleverly targeted issues that are a real part of everyday living in Africa. Foreign movies, and especially American ones, that are popular in other parts of the world sometimes cannot relate to the way of life of the average African. Nigerian movies identified this niche and that way, they have managed to captivate audiences across a broad demographic on the continent.
The African market can sometimes prove daunting when it comes to logistics. Poor infrastructure, expensive costs of communication and widespread piracy can easily cripple even the best-planned movie distribution network. Producers of Nigerian movies have mastered how to best use the continent's system to their advantage and reap a tidy profit as a result.
The origins of the Nigerian movie making industry can be traced back to the 1960s round about the time many African countries were obtaining independence. However, the cost of production and access to quality equipment proved to be major impediments at the time. Towards the 1980s, the government of Nigeria formulated and implemented policy that ensured a lot more local content was on air on Nigerian television stations as opposed to American and other foreign television productions. This was a significant step as it encouraged local production to grow.
Many analysts of the Nigerian movie industry (or Nollywood as it is sometimes known) point the turning point of the country's film making industry to the early 90s when the film ‘Living in Bondage' was released. From here on out, it was uphill as a powerful distribution network developed. The ease of availability of cheap film making equipment gave additional momentum and before long, the industry was booming.
Nigerian movies and the Nigerian film making industry as a whole are estimated to generate anywhere between USD 250 million and USD 500 million each year. The number of movies produced each year range from 1,000 and 2000. Statistically, other than United States and India, no other county has such a large film making industry. Nollywood has the added benefit of tapping into an actors' and actresses' market that is not as expensive when compared to the average cost of a top-level actor or actress in Hollywood.
The demand for the movies within the continent of Africa has been huge and has spawned a fanatic following even among non-Nigerians across the continent. Inroads into wealthier markets such as Europe and the United States have not been as successful. However, the movies appeal to the average African resident. The Nigerian movies have cleverly targeted issues that are a real part of everyday living in Africa. Foreign movies, and especially American ones, that are popular in other parts of the world sometimes cannot relate to the way of life of the average African. Nigerian movies identified this niche and that way, they have managed to captivate audiences across a broad demographic on the continent.
The African market can sometimes prove daunting when it comes to logistics. Poor infrastructure, expensive costs of communication and widespread piracy can easily cripple even the best-planned movie distribution network. Producers of Nigerian movies have mastered how to best use the continent's system to their advantage and reap a tidy profit as a result.
The African Side Blog focuses on African discussions, including African movies about Africa that explore Africa from an African's perspective.
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