Nollywood,
kingdom of the stars
The world’s fastest growing movie industry and famous celebrities offer Nigeria an impressive source of revenue and opportunities.
Welcome to Nollywood! In recent years, Nigeria’s film industry has grown briskly, crossed borders and captivated a global audience. Its talent, creativity and diverse stories have firmly established it on screens around the world. Shot in English, Yoruba, Hausa, Igbo and other languages, Nigerian films highlight the rich diversity of local cultures while promoting unity despite tribal, cultural, religious and ethnic differences.
It all began in the early 20th century, but Nigeria’s first colour feature, Fincho in 1957, is what put it on the world cinema map. Kenneth Nnebue’s 1992 Living in Bondage, about a man who sacrifices his wife to a devil-worshipping cult and is tormented by her ghost, revealed its potential to the general public. This instant hit paved the way for other directors, who made their movies on shoestring budgets. The first were shot on location without professional equipment or crews.
In 2002, Nigerian films came into their own, thanks particularly to actors from other countries. The word “Nollywood” was coined by Japanese-Canadian journalist Norimitsu Onishi, who used it for the first time in a New York Times article about movie-making in Lagos.
At first, the industry aimed to serve up entertainment reflecting the colourful culture, architecture and diversity of Nigerian society. Usually shot in homes and offices, the films often featured luxury cars or other status symbols.
Popular themes included love, marriage, betrayal, success, witchcraft, supernatural phenomena, poverty, sudden wealth and sometimes a all of the above.
Nollywood took a decisive turn when its products began reaching audiences abroad. Before Nigeria started making them on a massive scale, Africans could only see European and American movies. Meanwhile, Nigerians could watch films made by other Africans, which contributed to tourism, trade and closer ties between peoples.
COUNTLESS TALENTS
Today there is a long list of wealthy actors worshipped by the public who serve as role models for young people and capture their imaginations.
They include Ramsey Nouah, who acquired a “ladies’ man” reputation because of his romantic roles, the veteran RMD, whose real name is Richard Mofe-Damijo, who has won many acting awards, and the richest one of all, James Ikechukwu Esomugha, better known as Jim Iyke, whose estimated worth is put at $30 million. Chinedu Ikedieze and Osita Iheme made a breakthrough in the 2003 comedy Aki na Ukwa, where they play the rowdy Aki and Pawpaw, respectively.
Women include the famous Nollywood trailblazer Genevieve Nnaji, a source of inspiration for young actresses, and the famous actress and producer Funke Akindele, described as a born star after her role in the 1998 television comedy I Need to Know. Lastly, Omotola Jalade Ekeinde, nicknamed Omosexy for her beauty and elegance, has starred in over 300 films since her acting career began in 1995.
A DRIVER OF GROWTH
The film industry boosts economic growth and provides over a million jobs in a country whose economy is mainly based on oil and agriculture, after which it is the country’s second-largest employer. Nollywood is the world’s second-largest film producer. Churning out about 50 works a week, Nigeria ranks third in the world only after Bollywood and Hollywood. While its earnings are not comparable to the figures of those two giants, the Nigerian market nonetheless generates impressive revenues.
In 2022, First Generation Mortgage Bank (FGMB) CEO Young-Tobias Ekechi said that Nigeria’s movie industry is worth over $6.4 billion and one of the fastest-growing in the world.
Often considered a representation of the continent’s values and cultural diversity, Nollywood allows Africans to tell their own stories. Despite the many challenges directors face, from financing to quality control and pirating, today the films are available worldwide on smartphones, on platforms like Netflix and YouTube and in cinemas in across Africa. Lately, there have been calls for the relevant authorities to tackle the industry’s problems.
Despite the challenges, Nollywood’s unique narrative style appeals to people of all ages. There is something for everyone, from comedies to thrillers and action movies.