Coming In From The Cold – Time For A New Nollywood!
By Iwedi Ojinmah - TheTimesOfNigeria.com
Published: February 14, 2007
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Envelope Pusher Number 1. Kim Myung-gon, South Koreas  Minister of Culture and Tourism – aims to generate $430 Million to bolster his countries  Cinema Industry. Based on this, they anticipate if not to gradually break the strangle hold Hollywood has on their country’s market at least to grab a bigger share of the markets other  proceeds regarding related areas that generate revenue as well. For instance the Asians exported a mere US $2 million-worth of movies to the United States in 2005 and imported a stunning $35.9 million-worth herself. This clearly blows the deficits of the same kind also occurring in India and Nigeria clearly out of the water, despite the absence of precise figures from the latter. While this obviously is a development that should make all of us in Nigeria green in the face with envy especially the guys at  Ochanja market in Onitsha that virtually kick started the whole Nollywood  affair, it should also be looked at as a case study enabling us to pay attention to the results and apply their successes to our market in our own way.

As it stands the Nigerian film industry has arrived at a fork in the road and needs to decide which route to take. Will she remain stuck in the past decade, a semi functioning conglomerate of producer artist and distributor where only a few actually make a decent living and quality control is virtually non existent; or will she upgrade and harness the full potential of the talent and market she now has at her disposal?

While one has to applaud partnerships like the one  between the Zambian National Broadcasting Corporation and Unilever the distributors of Wale Adenugas films in that country, one has to also recognize it as only being the tip of the Iceberg as there is so much more to be harnessed in Africa let alone in the World.. So until it decides to evolve and substantial money is invested in the actual infrastructure that will play her films on the screen and bring it to the masses reaching her full potential will remain a the genius Bob Marley once coined “a fleeting illusion”.

Despite a lot of the usual trumpet blowing and the typical Nigerian histrionics we all know that in comparison to the rest of the world almost nothing is invested in the production of Nollywood movies. Staying in Korea we see that the average cost of producing one movie there still stands at approximately $4.5 million; a price that could produce at least a score in Nigeria. In West Africa all that matters are basic funding, quick production, instant disc release and the making of massive returns for the approximately 300 producers sitting on the top of the Film chain.

But unlike in Korea, in Nigeria there remains a virtual flat line when it comes to ticket and the related concession sales and this is were the Asians could teach us a thing or 2 and where we need to sit up straight and take notes. For starters anyone who scoffs at the latter has not witnessed the ringing of cash registers during the interlude on say a Sunday afternoon “Indian double header” at Kwararafa Cinema in Jos- as I did in the 80’s long before Nollywood was born. The direct to disc Nollywood “Modus Operandi” with its many advantages also has tons of short comings. None is as more glaring as robbing her public of the unique communal film viewing experience and the related socio economic avenues that come with the Cinema experience. Virtually no Film related merchandise is marketed as consumer loyalty is not even addressed or targeted just like “Cock Crow at Dawn” did circa 25 years – and that alone is a sad indictment of the marketing gurus in Nollywood in 2007.

Envelope Pusher Number 2.  – Coming back to his Roots Idris Elba is set to resuscitate the              Cinema experience in West Africa

Quite recently Idris Elba who played the gargantuan “Stringer” in HBO’s runaway hit “The Wire” and stars in the new feature film “ Daddy’s Little Girl” has grasped the bull by the horns and has commenced the development of a string of state of the art movie houses set to be erected in at least 3 West African countries. They will be complemented by eateries, bars and other institutions designed specifically to separate the “Moviegoer” from their cash - after they have already bought their ticket. Being half Ghanaian and half Sierra Leonean one has to assume that he understands the true potential of both untapped markets and is bent on seizing the day and one has to not just applaud as well envy the foresight of this envelope pusher; but also pray that Nollywood sees the writing on the wall – hopefully sooner than later. 

 

By Iwedi Ojinmah  ©2007 TON All Rights Reserved 

Sources: Yonhap / Twitchfilm.com / Koreanfilms.org

Zambian Broadcasting  Corporation

South Korean Ministry of Culture and Tourism

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