New Distribution policy Antidote to Nollywood's malady, says Mba
By Justin Akpovi-Esade, The Guardian
Published: February 2, 2007
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THE enthusiasm displayed by Mr. Emeka Mba, director general and chief executive officer of the National Film and Video Censors Board (NFVCB), early in the week, as he explained the new policy on film distribution, was contagious.

Due for official launch on February 8, at the Sheraton Hotel & Towers, Lagos, the Comprehensive Policy On The Distribution, Exhibition And Marketing Of Films, Movies And Other Motion Pictures In Nigeria, Mba said, would no doubt solve most of the problems of the movie industry otherwise called Nollywood.

Issued by the board as policy guidelines for full compliance by all the operators, and the activities involved in the business of films/movies and other motion pictures distribution, exhibition and marketing in Nigeria, the Minister of Information and Communication, Mr. Frank Nweke Jnr. had, in his foreword, underscored the importance of the policy both to the sector and the nation.

Nweke's words: "The movie medium is a very powerful medium. Those who framed the constitution of the Federal Republic of Nigeria recognised this and saw the possibility of individuals putting the noble qualities of the movie medium to jeopardy through different levels of abuse. To safeguard against this, the law envisioned an elaborate process of checks and regulatory mandates on this medium through censorship.

"But lately, in recognition of the fundamental values associated with a democratic society and the challenges of diverse cultural affiliations, the world has tended towards classifications rather than censorship. What this means is that in outlining the focus and direction of its regulatory framework, the National Film and Video Censors Board, duly recognises the need for stakeholders exercise choice and liberty within the limits of the law. Naturally, obtaining classification is not the end of the matter but the beginning of the due process of doing legitimate business with films and video works. Which is why the NFVCB, the industry regulator, has outlined the processes that must be followed in the distribution and marketing of movies. This is important because the culture of transparent transactions needs to be driven by the regulator."

To the minister, the distribution segment of the industry is actually the engine house of the film sector. "It is where the money is and it is as well where the strategies that define the pace and scope of development of the industry is determined. Therefore, it is understandable that the regulating agency pays very critical attention to this. Going through the Guidelines On Distribution And Exhibition Of Films And Video Works as packaged by the board, I am glad that the document leaves nothing to chance.

"There is no doubt that as this document is followed and implemented an opportunity is being flagged not only to align the industry with the mainstream economic sectors but to showcase the movie enterprise as the industry of strategic national importance. Clearly, this industry has opened an eventful dialogue between Nigeria and the rest of the world in a manner that no other sector has been able to exercise," he submitted.

Mba in his views described the film industry as a 'national treasure'. "All over the world, a movie industry is considered a national treasure not only because of its economic output but also due to its immense ability to influence society and culture. However, the route to the treasure is in a robust distribution system, which not only determines the direction and strength, but the contents as well. This explains why a movie industry is always a reflection of its distribution system.

"Economically, the industry turns over billions of dollars and generates millions jobs annually worldwide. Price Waterhouse Coopers, PWC, the global entertainment industry journal, estimates that the industry will generate US$600 billion by 2010. In Nigeria, the Leke Alder consulting estimates that the total market potential of the film industry relative to the size of the economy is over N522 billion. Sadly, these potentials in the Nigerian scene, do not translate to any manifest economic index in the national economy."

He corroborated the minister's assertion that "the success and strength of any film/movie industry are wholly dependent on its distribution system, which not only supplies the bulk of its capital needs, but also engage in activities that set the tone for its standards as reflected in its contents and overall output.

"The Nigerian Film/Movie industry has hitherto not been subjected to any regulated distribution, exhibition and marketing system partly because of the circumstances and peculiarities of its emergence as the world's biggest video-format movie producers, but largely because until now, its economic indices was a flourishing and prosperous industry, and since it is a management axiom that whatever works is not only a norm, but remains a norm until it stops working, it was considered superfluous and counter-productive for anyone to attempt regulation, no matter how benevolent and well-intentioned."

The censors board boss is of the opinion that the industry "in its current state, is unstructured, without auditable standards, and has no necessary alignment to the mainstream economic sectors. Yet we know that the industry's potentials are simply enormous. Bruce Lerman, a social issues research scholar, argues that at the end of the 20th century, the wealth and influence of nations will be measured through its cultural industries. Movies remain the central hub of any nation's cultural products.

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