The Nollywood Dilemma II: The Story Continues

Feedback from Part 1 of this article showed that we as Nigerians have major expectations when it comes to Nigerian films.

Comments showed that people expect a lot more from Nigerian Film Makers than what they are currently receiving. Don’t get me wrong, a lot of Nigerians will tell you that our industry is getting better but they still believe there’s a lot of work to be done.

Let me give us a little insight on managing our expectations from Nigerian films:

  1. They are Nigerian films; do not compare them to Hollywood or Bollywood films.
  2. Our business case is totally different from that run in either India or America. These guys have taken the movie industry and turned it into a major profitable business.They have identified their model and it seems to be working for them.

To provide some clarity on the above I will say this, ‘Before you complain about what the product is, take a look at the resources available.’

Hollywood has one thing that we don’t have: Major Studios.

These major studios have taken ‘the business’ of film making to another level. Not only do they provide resources for films to be made, they provide financial backing for an awesome movie to be made using advanced technology.

It’s almost become stale news to hear a movie being made for above $200million in Hollywood, that’s =N=32billion. Just one film people. ONE FILM!!!!

I always tell people, do not just compare the Nigerian movie industry to Hollywood because there’s too many ways we are just not similar. Instead I advise them to take a look at the Bollywood scene and research how they’ve been able to develop their industry up to the point that a movie can make up to $20million in box office receipts from India ALONE! (not to talk of how much they make overseas). What Nigerian movie can boast that?

Let’s take a look at something very important a friend pointed out to me about Bollywood films after I recommended some to him:

  1. The quality of their films has really increased. Not only is it apparent that they’ve improved creatively, it shows them making use of advanced technology in film making.
  2. They may be adapting a Hollywood film but they will always act it like Indians. Their identity shows in their movies (I guess ours does in our movies too).
  3. They have implemented a partnership system that runs between the film makers and global brands.

Let’s focus on the third bit. If you play a Bollywood movie today, for the first few minutes, you will be bombarded with brand advertisements in form of partnerships they are outlining to the audience.

The funny thing is that I had watched so many films but it just didn’t come to the front-line of my mind until he pointed it out to me, ‘THESE BRANDS HAVE PARTNERED WITH THE MOVIE MAKERS!’

Do you realize:

I.            People will always watch movies. It may be to varying degrees and tastes amongst individuals but they always will.

II.            The brand advertisements are placed in the beginning of the actual movie not as adverts in the cinemas so these ads are etched into the DVD versions. Even if you are watching the movie in your house, you will see it.

III.            Some go as far as product placement within the movies. This, if done well even works better than the former.

IV.            Brands can sponsor premiers, movie tours, marketing, publicity etc. See Heineken and Skyfall.

V.            All the while, these brands are in the face of the people!!!

How does this help our industry?

I believe not only will film makers have more time to focus on the creative bit they would be more willing to take risks.

They won’t have to focus on the creative, funding to make the film, marketing and publicity etc all on their own while trying to ensure they make ends meet.

Jenifa tried it and did well, but beyond the comic relief I believe the product placement was insanely irritating.

That does not mean we cannot take advantage of the system and work on our model.

I believe the Nigerian Movie Industry ( if it gets this kind of backing) could be on the way to moving into the next phase of development.

Collaboration is Key!

Not only does it benefit movie makers, the brands are provided excessive advertisements.

I’ll end with this: A friend pointed out that the most expensive Bollywood Film cost about $27million to make.  Another laughed and said, ‘All the movies, series and music videos ever produced in Nigeria put together have probably cost less than that.’

That may sound like some major comic relief but think about it……

And if you don’t believe it convert it, $27million is equivalent to about =N=4.3billion.

Do you still want to compare our movies to Hollywood films?

This is a call to The Film Maker, The Big Brands out there, The Nigerian Movie Lover.

Think about it and air your thoughts below!

1 Comment

1 Comment

  1. Pingback: The Nollywood Dilemma III: Corruption, Bullying and The Game of Thrones.

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