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Featured by TIME magazine, understudied by Hollywood, admired by Ghollywood, and listed as a significant contributor in the rebased GDP, Nollywood cannot be ignored by anyone. Yet the Nigerian movie industry has been described as careworn by critics. PAUL OMOROGBE, VERA ONANA, ROTIMI IGE and SEGUN ADEBAYO x-ray the perceptions, problems and projections for a better Nollywood.
Times remote from now, between the 70s and late 80s, there was nothing like an indigenous movie industry in Nigeria. Nigerians sought entertainment from America and Asia but the downside was this- a large proportion of average Nigerians just looked at pictures sans an in-depth comprehension of the story line. This was simply because the exposure of the average Nigerian at the time could not quite follow the fluidity of the American’s accent nor the native languages of Indian or Chinese actors. Those were the times when phrases like “actor no dey die” were in vogue. Then, what was most memorable in most films was the last fight where the ‘actor’ comes out victorious after defeating the main antagonist of the plot.
However, things changed as the average Nigerian became euphoric that movies in their native language with plots that they could relate to were made. With movie after movie being released to the delight of the public, the Nigerian movie industry was born.
The release of the straight-to-video movie ‘Living in Bondage,’ in 1992, by NEK Video Links owned by Kenneth Nnebue, launched the home video market in Nigeria. It was a comprehensible and relatable plot translated by deft acting.
However, much of that is absent in many movies critics observed. What has brought about this gargantuan decline? Did the proverbial worm, in the guise of corruption in Nigeria, eat into the movie industry? Has the industry lost focus? Where did it go wrong?
Movie watchers, speaking with the Nigerian Tribune had a number of views.
‘Leave movie making for the professionals’
Myles Fehinti, a civil engineer in Abuja, said that if movie making was done strictly by professionals, things might not have declined gravely.
“Nollywood has come a long way, but when I compare it to the music industry which is much younger, I would say that a lot remains to be accomplished. Scripting, writing, directing, lighting and all have not met global standards. However, I must say that a few people make good movies that can be viewed by an international audience, but most movies put out there are poorly produced. It is not about producing 1,000 movies per year but making about two or three that will stand the test of time. The story lines are ridiculous and the actors are bad. What annoys me the most are the story lines and the bizarre idea of a movie having up to five parts. The epic movies are so unreal. It is really appalling when they shoot palace scenes and the costumes are pathetic! A lot of ignorant people have flooded the industry. Nevertheless, not all hope is lost. I think that they can improve the industry by doing one simple thing- movie making should be left to the professionals! It wasn’t this bad when they started. I remember the Nigerian soap operas of the 90s were really good but today, the movies stink. The non-professional dealers cum movie producers should be banned.”
‘Viewers are not morons’
Adekeye Adedotun, a medical doctor, believed that it is pathetic that the industry is rapidly plummeting at a time when it should be spirally up the stairs of fame because of the leap in technology. “To begin with, I think we should give kudos to them at least for trying. Every success story begins with a trial, but they still have a long way to go. Especially Yollywood. Most of their movies are unrealistic. They make it look like they are acting stage play for primary school students. Anyway, there are still some good ones. I think they lack funding and technical knowledge in terms of directing and editing. About if they will get better, it is like asking if Nigeria will get better; well, to an optimist, they will. It is a relatively young industry so it should improve with time. However, their movies can be really annoying. I remember one time someone was acting the part of a doctor and was attending to a patient. The stethoscope was hung around his neck without placing the ear piece in his ears while he supposedly listened to a patient’s heart beat. Isn’t that preposterous? They do a lot of stupid things; I wonder what they take us for.”
‘They are so predictable’
The lack of innovative ideas, for Eloh Ogbimi, a post graduate student, was the undoing of the industry. “I don’t watch Nollywood movies, only the hyped ones, and most times I get disappointed. There was so much noise about movies like ‘Phone Swap’ and ‘Last flight to Abuja,’ but when I watched them I simply shook my head and thought “what is the fuss all about?” Generally, Nollywood movies are predictable, sometimes too fetish, they lack creativity and the lines are mostly very repetitive and boring.”
‘Stop blind copying Americans’
Her frustrations with the industry lay in it making less of indigenous traditions and more of the white man’s culture. Joy Epipatei, a 300 level student of Public Administration added “I think nollywood is more like “will they ever get it right?” there is also an identity problem because I think in a bid to be like the world power (Hollywood) they have lost themselves. Their stories are not indigenous and are so non African that they become grossly unrealistic in our setting. As a result, the content is lost.”
‘Most Nigerian movies are bad’
According to Sunday Audu, a movie rental clerk, certain movies from some production outfits did well in the market than others. Said he, “Our customers complain that most Nollywood movies are not good. However, movies from certain production outfits like Golden Effects, Mainframe, Royal Arts Academy pictures, Wemimo films, Amaka Igwe studios, Corporate Pictures, a few others are always highly sought after. Also certain actors who have gone on to produce movies such as Desmond Elliot, Rita Dominic, Imeh Bishop, Funke Akindele and a few others are renowned for quality movies and interesting scripts. Because of this, we buy multiple copies of their productions to cope with demand.”
‘Set up a movie quality control unit’
I think we should set up a quality and control division to properly scrutinize Nigerian films. Currently, I can’t show Nigerian films to some of my friends abroad. They will just laugh and confirm their hidden thoughts on Africa,” a banker, Samuel Odika, said.
Some movie makers also spoke on the beleaguered Nollywood.
Times remote from now, between the 70s and late 80s, there was nothing like an indigenous movie industry in Nigeria. Nigerians sought entertainment from America and Asia but the downside was this- a large proportion of average Nigerians just looked at pictures sans an in-depth comprehension of the story line. This was simply because the exposure of the average Nigerian at the time could not quite follow the fluidity of the American’s accent nor the native languages of Indian or Chinese actors. Those were the times when phrases like “actor no dey die” were in vogue. Then, what was most memorable in most films was the last fight where the ‘actor’ comes out victorious after defeating the main antagonist of the plot.
However, things changed as the average Nigerian became euphoric that movies in their native language with plots that they could relate to were made. With movie after movie being released to the delight of the public, the Nigerian movie industry was born.
The release of the straight-to-video movie ‘Living in Bondage,’ in 1992, by NEK Video Links owned by Kenneth Nnebue, launched the home video market in Nigeria. It was a comprehensible and relatable plot translated by deft acting.
However, much of that is absent in many movies critics observed. What has brought about this gargantuan decline? Did the proverbial worm, in the guise of corruption in Nigeria, eat into the movie industry? Has the industry lost focus? Where did it go wrong?
Movie watchers, speaking with the Nigerian Tribune had a number of views.
‘Leave movie making for the professionals’
Myles Fehinti, a civil engineer in Abuja, said that if movie making was done strictly by professionals, things might not have declined gravely.
“Nollywood has come a long way, but when I compare it to the music industry which is much younger, I would say that a lot remains to be accomplished. Scripting, writing, directing, lighting and all have not met global standards. However, I must say that a few people make good movies that can be viewed by an international audience, but most movies put out there are poorly produced. It is not about producing 1,000 movies per year but making about two or three that will stand the test of time. The story lines are ridiculous and the actors are bad. What annoys me the most are the story lines and the bizarre idea of a movie having up to five parts. The epic movies are so unreal. It is really appalling when they shoot palace scenes and the costumes are pathetic! A lot of ignorant people have flooded the industry. Nevertheless, not all hope is lost. I think that they can improve the industry by doing one simple thing- movie making should be left to the professionals! It wasn’t this bad when they started. I remember the Nigerian soap operas of the 90s were really good but today, the movies stink. The non-professional dealers cum movie producers should be banned.”
‘Viewers are not morons’
Adekeye Adedotun, a medical doctor, believed that it is pathetic that the industry is rapidly plummeting at a time when it should be spirally up the stairs of fame because of the leap in technology. “To begin with, I think we should give kudos to them at least for trying. Every success story begins with a trial, but they still have a long way to go. Especially Yollywood. Most of their movies are unrealistic. They make it look like they are acting stage play for primary school students. Anyway, there are still some good ones. I think they lack funding and technical knowledge in terms of directing and editing. About if they will get better, it is like asking if Nigeria will get better; well, to an optimist, they will. It is a relatively young industry so it should improve with time. However, their movies can be really annoying. I remember one time someone was acting the part of a doctor and was attending to a patient. The stethoscope was hung around his neck without placing the ear piece in his ears while he supposedly listened to a patient’s heart beat. Isn’t that preposterous? They do a lot of stupid things; I wonder what they take us for.”
‘They are so predictable’
The lack of innovative ideas, for Eloh Ogbimi, a post graduate student, was the undoing of the industry. “I don’t watch Nollywood movies, only the hyped ones, and most times I get disappointed. There was so much noise about movies like ‘Phone Swap’ and ‘Last flight to Abuja,’ but when I watched them I simply shook my head and thought “what is the fuss all about?” Generally, Nollywood movies are predictable, sometimes too fetish, they lack creativity and the lines are mostly very repetitive and boring.”
‘Stop blind copying Americans’
Her frustrations with the industry lay in it making less of indigenous traditions and more of the white man’s culture. Joy Epipatei, a 300 level student of Public Administration added “I think nollywood is more like “will they ever get it right?” there is also an identity problem because I think in a bid to be like the world power (Hollywood) they have lost themselves. Their stories are not indigenous and are so non African that they become grossly unrealistic in our setting. As a result, the content is lost.”
‘Most Nigerian movies are bad’
According to Sunday Audu, a movie rental clerk, certain movies from some production outfits did well in the market than others. Said he, “Our customers complain that most Nollywood movies are not good. However, movies from certain production outfits like Golden Effects, Mainframe, Royal Arts Academy pictures, Wemimo films, Amaka Igwe studios, Corporate Pictures, a few others are always highly sought after. Also certain actors who have gone on to produce movies such as Desmond Elliot, Rita Dominic, Imeh Bishop, Funke Akindele and a few others are renowned for quality movies and interesting scripts. Because of this, we buy multiple copies of their productions to cope with demand.”
‘Set up a movie quality control unit’
I think we should set up a quality and control division to properly scrutinize Nigerian films. Currently, I can’t show Nigerian films to some of my friends abroad. They will just laugh and confirm their hidden thoughts on Africa,” a banker, Samuel Odika, said.
Some movie makers also spoke on the beleaguered Nollywood.
We no longer have excuses – Tunde Kelani
Tunde Kelani is one movie maker who is known for stellar works, having produced some of the best Yoruba movies in Nigeria till date. Speaking about the quality of Nollywood movies, he stated that “We don’t have excuses anymore in Africa. With the advent of new digital technologies, we have the tools to tell our own stories. The difference initially was the chemical process of celluloid films. There was no way we could control the means of production. Now, the reverse is the case in this era where with a modest investment we could actually own the means of production. We have assets, we have a voice and we are supposed to use it to break out of the local into the global.”
I am owing banks millions – Kunle Afolayan
Speaking in the same vein, actor and producer, Kunle Afolayan told the Nigerian Tribune: “I am sure a lot of people will consider me a millionaire after I have made a few successful feature films that have recorded good box office figures and international recognition, but the truth is, it is all make believe just as it is in the movies. If I was living in a better nation and well-structured industry, I probably will be living the life of a celebrity by now but the truth and reality is that, I am still a tenant and so are a lot of our so called celebrities in Nigeria, and I am owing banks millions.”
Help us fight piracy – Jide Kosoko
Jide Kosoko, an actor, said “The movie industry is improving and we are moving forward with it. If you say our technical production is not improving, I will agree with you, but you also have to take your time to see some of our movies these days to know that we are not where we were few years back. Our story lines are fantastic. We can’t win the battle of indiscriminate release of movies for now because we don’t have the structure that will address that, but I can tell you categorically that in the next five years, we would have gone beyond this current state. Talk to government on our behalf. Let them fight piracy for us and give us an enabling environment to work.”
Saheed Balogun, an actor and producer collaborated Jide’s claims. “My take is simple. Government should help us fight piracy. Every other aspect where we are lagging behind will fall in line. I released a movie two weeks back and in less than one week, it has been badly pirated. I am now at the mercy of pirates. I don’t blame those who produce 10 movies in one year, that’s what the market demands and they have to survive.”
There are bad eggs in the industry – Omoni Oboli
Omoni Oboli, an actress and producer, emphasised that not all producers make bad movies. “Producers have to come together to nail the problem. When I say producers, I mean professionals who are worth their onions. You can’t rule out bad eggs in a big industry like ours but that is not enough for you to join the bandwagon and produce substandard movies. I don’t do it and I don’t encourage it. Having said that, we have improved a great deal over the years and we’ll continue to grow. The industry is big and you can’t regard every producer as a professional. Core professionals will produce good movies that will stand the test of time.”
We need to encourage ourselves – Iyabo Ojo
Iyabo Ojo a producer had this to say: “I produced a movie last year and it was widely accepted by my audience. I am currently working on another one now which I believe would speak volumes. We need to encourage ourselves and not vilify one another. Nigerian producers are doing fine. I am not saying there are no quacks among them, but if you look at the quality of movies that we produce these days, you can’t brush them off just like that. There is a lesson in every production.”
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Tunde Kelani is one movie maker who is known for stellar works, having produced some of the best Yoruba movies in Nigeria till date. Speaking about the quality of Nollywood movies, he stated that “We don’t have excuses anymore in Africa. With the advent of new digital technologies, we have the tools to tell our own stories. The difference initially was the chemical process of celluloid films. There was no way we could control the means of production. Now, the reverse is the case in this era where with a modest investment we could actually own the means of production. We have assets, we have a voice and we are supposed to use it to break out of the local into the global.”
I am owing banks millions – Kunle Afolayan
Speaking in the same vein, actor and producer, Kunle Afolayan told the Nigerian Tribune: “I am sure a lot of people will consider me a millionaire after I have made a few successful feature films that have recorded good box office figures and international recognition, but the truth is, it is all make believe just as it is in the movies. If I was living in a better nation and well-structured industry, I probably will be living the life of a celebrity by now but the truth and reality is that, I am still a tenant and so are a lot of our so called celebrities in Nigeria, and I am owing banks millions.”
Help us fight piracy – Jide Kosoko
Jide Kosoko, an actor, said “The movie industry is improving and we are moving forward with it. If you say our technical production is not improving, I will agree with you, but you also have to take your time to see some of our movies these days to know that we are not where we were few years back. Our story lines are fantastic. We can’t win the battle of indiscriminate release of movies for now because we don’t have the structure that will address that, but I can tell you categorically that in the next five years, we would have gone beyond this current state. Talk to government on our behalf. Let them fight piracy for us and give us an enabling environment to work.”
Saheed Balogun, an actor and producer collaborated Jide’s claims. “My take is simple. Government should help us fight piracy. Every other aspect where we are lagging behind will fall in line. I released a movie two weeks back and in less than one week, it has been badly pirated. I am now at the mercy of pirates. I don’t blame those who produce 10 movies in one year, that’s what the market demands and they have to survive.”
There are bad eggs in the industry – Omoni Oboli
Omoni Oboli, an actress and producer, emphasised that not all producers make bad movies. “Producers have to come together to nail the problem. When I say producers, I mean professionals who are worth their onions. You can’t rule out bad eggs in a big industry like ours but that is not enough for you to join the bandwagon and produce substandard movies. I don’t do it and I don’t encourage it. Having said that, we have improved a great deal over the years and we’ll continue to grow. The industry is big and you can’t regard every producer as a professional. Core professionals will produce good movies that will stand the test of time.”
We need to encourage ourselves – Iyabo Ojo
Iyabo Ojo a producer had this to say: “I produced a movie last year and it was widely accepted by my audience. I am currently working on another one now which I believe would speak volumes. We need to encourage ourselves and not vilify one another. Nigerian producers are doing fine. I am not saying there are no quacks among them, but if you look at the quality of movies that we produce these days, you can’t brush them off just like that. There is a lesson in every production.”
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Towards a better Nollywood: We need a unified union —Emmanuel Oguguah
Emmanuel Oguguah of Greenwaters Productions is a filmmaker who has been in the industry for about two decades. He shares his perspective on Nollywood’s peculiarities with PAUL OMOROGBE.
Why has the standard of Nollywood movies remained low?
I’d like to explain that, firstly, the American films that you see and praise are the ones that have good quality. Every country with a movie industry has films of good quality and low quality. Incidentally, Americans are coming to Nigeria to see how we shoot films to know how they can reduce their overhead costs.
The problem we have is budgeting. If you want to cook soup, the more money you have the better soup you cook. You can’t use N2 and cook a good soup! You need good money to make a good film. N20million, N50 million is not enough to make a good film in America.
I just shot a TV commercial in Kenya for US $200,000. That’s enough money to shoot four films in Nigeria!
Then the buyers, if you don’t have quality films for them they cannot buy it. But they can’t afford to pay for good films. The N150 they pay cannot support a good film. I am about to do a movie for which the Federal Government is about to give N10million, but that is not up to a quarter of the budget. I am looking for N40 million extra to do it.
The truth is this, if I do a good film that they are looking for, and I put it in a cinema, they will pay N1,500 to see; but the N1,500 is not enough. The movies they show in cinemas for N1,500 have made sales in America before they bring them here. Imagine I ask people to pay N5,000 to watch a movie in cinema, nobody will want to pay! The point here is that you can only get what your money can buy!
Nollywood versus music industry
Don’t compare the two! A music video is all about angles and pictures. You can cut the video from whatever angle! All you need to think about is clear pictures. What you see is almost their final master! For example, if I use a type of Canon 5D MK 3 to shoot, you will see the pictures come out looking good, but when I blow it up for cinema it will become very bad! The Cannon camera is about N600,000, while JVC 750 camera with good lens is about N3million. You can add 35mm lens which is about 15,000 Euros. It’s all a different ball game. And again what you are watching in music videos is dancing and singing; you are not watching them taking lines. However, in films, audio and video must be perfect. They must match. You cannot compare music video with film. Once they finish, they load their music on it. They lay a clean audio on it because they are not capturing sound with those pictures. But if I am going to shoot a film, I will have to capture audio and pictures at the same time. I am thinking of lines, pictures, props and so on, to make sure they match, from scene 1 to say 100.
Emmanuel Oguguah of Greenwaters Productions is a filmmaker who has been in the industry for about two decades. He shares his perspective on Nollywood’s peculiarities with PAUL OMOROGBE.
Why has the standard of Nollywood movies remained low?
I’d like to explain that, firstly, the American films that you see and praise are the ones that have good quality. Every country with a movie industry has films of good quality and low quality. Incidentally, Americans are coming to Nigeria to see how we shoot films to know how they can reduce their overhead costs.
The problem we have is budgeting. If you want to cook soup, the more money you have the better soup you cook. You can’t use N2 and cook a good soup! You need good money to make a good film. N20million, N50 million is not enough to make a good film in America.
I just shot a TV commercial in Kenya for US $200,000. That’s enough money to shoot four films in Nigeria!
Then the buyers, if you don’t have quality films for them they cannot buy it. But they can’t afford to pay for good films. The N150 they pay cannot support a good film. I am about to do a movie for which the Federal Government is about to give N10million, but that is not up to a quarter of the budget. I am looking for N40 million extra to do it.
The truth is this, if I do a good film that they are looking for, and I put it in a cinema, they will pay N1,500 to see; but the N1,500 is not enough. The movies they show in cinemas for N1,500 have made sales in America before they bring them here. Imagine I ask people to pay N5,000 to watch a movie in cinema, nobody will want to pay! The point here is that you can only get what your money can buy!
Nollywood versus music industry
Don’t compare the two! A music video is all about angles and pictures. You can cut the video from whatever angle! All you need to think about is clear pictures. What you see is almost their final master! For example, if I use a type of Canon 5D MK 3 to shoot, you will see the pictures come out looking good, but when I blow it up for cinema it will become very bad! The Cannon camera is about N600,000, while JVC 750 camera with good lens is about N3million. You can add 35mm lens which is about 15,000 Euros. It’s all a different ball game. And again what you are watching in music videos is dancing and singing; you are not watching them taking lines. However, in films, audio and video must be perfect. They must match. You cannot compare music video with film. Once they finish, they load their music on it. They lay a clean audio on it because they are not capturing sound with those pictures. But if I am going to shoot a film, I will have to capture audio and pictures at the same time. I am thinking of lines, pictures, props and so on, to make sure they match, from scene 1 to say 100.
On poor quality of movies
In the industry, if you as a lay person want to produce a film, I can’t stop you. You can produce rubbish but we can’t stop you because you have your money. The problem we are having is that we don’t have a unified union. Nigeria, the Yoruba actors have theirs, Igbo actors have theirs. In America, they have a guild, and you have to be qualified (professionally) before you join.
Another example is somebody can take N300,000 or N500,000 shoot a film and go to the market. It will be low quality and they don’t mind because they have no name to protect. But a person like Tunde Kelani can’t do that because he has a name to protect. He will pay good money to subtitle.
The challenge is that the profit does not always come on well-produced movies. I can tell you that. I shot a film, I got awards but I didn’t make money on it. Nobody is really making money, we are just making noise.
Nollywood and DSTV
DSTV is using our films for close to nothing. They just pay some thousands of dollars which is nothing compared to how much we put into the movies.
Cinemas aren’t enough
We don’t have enough cinemas in Nigeria. Total cinemas in Nigeria are not up to 20. So which cinemas are we going to when we don’t have up to 20 in Nigeria? We should have cinemas in each local government area, at least one each!
Government’s participation
The industry was started by us (private hands) and the economy is benefitting from it. For the first time, the President of the country is showing interest in the industry and Lagos State government. The South-South is also showing interest, but no serving governor in the South-East is encouraging his people to do anything. They don’t invest in the industry so how will it grow?
In oil and gas, money was invested; in electricity, money was invested, if you don’t put money in something it cannot grow.
Piracy issues
Piracy is there killing the industry; government is doing nothing about it. You cannot go into Alaba to arrest anybody pirating your movie with the kind Police and government authorities we have in this country. If these issues are not tackled, nothing will change in this industry.
In the industry, if you as a lay person want to produce a film, I can’t stop you. You can produce rubbish but we can’t stop you because you have your money. The problem we are having is that we don’t have a unified union. Nigeria, the Yoruba actors have theirs, Igbo actors have theirs. In America, they have a guild, and you have to be qualified (professionally) before you join.
Another example is somebody can take N300,000 or N500,000 shoot a film and go to the market. It will be low quality and they don’t mind because they have no name to protect. But a person like Tunde Kelani can’t do that because he has a name to protect. He will pay good money to subtitle.
The challenge is that the profit does not always come on well-produced movies. I can tell you that. I shot a film, I got awards but I didn’t make money on it. Nobody is really making money, we are just making noise.
Nollywood and DSTV
DSTV is using our films for close to nothing. They just pay some thousands of dollars which is nothing compared to how much we put into the movies.
Cinemas aren’t enough
We don’t have enough cinemas in Nigeria. Total cinemas in Nigeria are not up to 20. So which cinemas are we going to when we don’t have up to 20 in Nigeria? We should have cinemas in each local government area, at least one each!
Government’s participation
The industry was started by us (private hands) and the economy is benefitting from it. For the first time, the President of the country is showing interest in the industry and Lagos State government. The South-South is also showing interest, but no serving governor in the South-East is encouraging his people to do anything. They don’t invest in the industry so how will it grow?
In oil and gas, money was invested; in electricity, money was invested, if you don’t put money in something it cannot grow.
Piracy issues
Piracy is there killing the industry; government is doing nothing about it. You cannot go into Alaba to arrest anybody pirating your movie with the kind Police and government authorities we have in this country. If these issues are not tackled, nothing will change in this industry.
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