Argument: Small audience viewings

In reality, Nollywood’s audience is constrained - questioning the extent to which stereotypes can be changed. First, language acts as a barrier. 56% of Nollywood films are produced in local languages - such as Yoruba, Igbo, and Hausa (UNESCO, 2009). Although English accounts for 44% of films produced, the linguistic diversity may limit who sees which film and what issues are therefore discussed. Second, a majority of the films are sold in hardcopy - whether on cassette or pirate DVDs.

Finally, the industry is characterised by fast and cheap production. Quantity over quality limits popularity and audience viewings. Further, the limited attention to quality means Nollywood remains at the bottom of the global value chain for film production. It is difficult to change perceptions with poor quality films.

Candidate 1: "A new perspective, raising topical issues

The first film created in Nollywood - ‘Living in Bondage’ - raised fundamental issues concerning marriage, wealth and spirituality. The film indicates the need to be aware of cults and what they can drive individuals to do. Furthermore films such ‘Street Girls’ and ‘Mama’s Girls’ provide insight into the lives of prostitutes and the sex industry. ‘Street Girls’ is enabling awareness of why girls are forced into prostitution and why they may be forced to commit criminal offences. Poverty is identified as a key driving factor.

The range of topics covered - from immigration, women, witchcraft, corruption, terrorism, and infrastructure deficits - counteract historic silences in the public sphere. The films are raising awareness to viewers by presenting the stories in a new light - understandable, humorous, and relatable; and will encourage citizens to demand change.

Nollywood is showing the limits of believing in a single perspective, the Western perspective, to stories on Africa."
Candidate 2: "Epitomising rising Africa

Nollywood epitomises Africa, and life in African spaces. The fast-pace nature of production shows how quickly things changes and everything is on the move. The structure of production shows the dynamic nature of everyday life, action, and flow of ideas. As Rem Koolhaas’ (2002) film documentary - Lagos - showed the congestion, informality, and buzz of the city needs to be viewed positively and a sign of entrepreneurialism. The documentary suggested African cities were setting a new trend to be followed by the West, and developing a rising economy. Africa is not simply in need of assistance, but rather a fast-pace environment that needs greater understanding.

Africa is rising [1] and Nollywood acts to reinforce this reality. With more films being produced, bigger revenues made, and new investors emerging, Nollywood shows Africa's economies are changing, growing, and emerging. Interest and collaborative investments being made by the World Bank shows the industry will continue to rise. Nollywood’s growth provides an alternative to the dominant Afro-pessimism.

[1] See further readings: The Economist, 2013."
Candidate 3: "Development from within

Nollywood is showcasing Nigeria’s capability to sustain, build, and finance its own economy. Recent estimates suggest around 50 films are produced weekly, selling between 20,000 to 200,000 units, and creating jobs for around one million individuals (Moudio, 2013). The industry is initiating vital development, enabling Nigeria to have capital to change perceptions.

Nollywood is following previous cultural industry paths. Hollywood developed from low-budget films, and in 2013 the entertainment industry generated around $522bn in revenue, and is continuing to be one of America’s biggest sources of tourism (Statista, 2013). In Nollywood’s case, the industry is already proving to be of vital importance for regional and domestic tourism."
Candidate 4: "New funding sources are emerging. The diasporic community for example are playing a central role in funding the long-term growth of the industry. Recognising potential, and being a major consumer base for the films produced, the African diaspora is investing in Nollywood."
Candidate 5: "The issue of piracy is being tackled. Recognising the potential benefits Nollywood can bring to Nigeria and the scale of the piracy problem, investments are being made to stop piracy in the growing industry.

Investments have been proposed by the World Bank to tackle piracy, and ensure profits are not lost. Further, Nollywood UP, the Nollywood Upgrade Project, is providing funding to control piracy. Nollywood UP is improving the capacity of the innovative industry - by providing solutions for distribution and vital training in high-quality film making."
Candidate 6: "Encouraging film entrepreneurs

The Nollywood industry is providing solutions to pressing issues - including high rates of unemployment. The dynamic industry provides an opportunity for youths to explore interests and invest in their talents and creativity. The recognition gained for Nollywood has shown how Nigeria's youths can initiate, and develop, a sustainable industry. Rather than seeing the rising young population as a potential threat [1] , the rise of Nollywood showcases the talent of the young population and helps overthrow perceptions of Africa just being about natural resources.

Additionally, the growth of Nollywood is continuing to encourage individuals to enter the creative industry – whether to work in production, acting or distribution, the rise of Nollywood is creating an entrepreneurial spirit, drive, and motivation to create change. Individuals are no longer relying on the government or international community to provide funds, support and infrastructure, but moulding their own futures.

[1] See further readings: Urdal, 2006."
Candidate 7: "Nollywood films are viewed globally. Channels are dedicated to the films - such as South Africa’s MultiChoice and BSkyB’s Nollywood Movies. BSkyB distributes programmes and films directly to airlines, instantly broadening the audience. Furthermore, YouTube subscribers have sought to enhance the global viewing popularity; and recently developed iROKO Partners is ensuring internet users can access Nollywood films. iROKO Partners shows the biggest markets are based in the US, UK, Canada, Italy and Germany (Kermeliotis, 2012).

New partnerships are being formed with Hollywood and global film festivals [1] , which show the future shift of broadcasting Nollywood films in cinemas. A recent film produced by Pat Nebo - ‘Dead broke’ - is set to be premiered in Lagos, Accra, and London.

[1] Cannes (2013) recently showcased ‘La Pirogue’; and in the summer of 2013 France hosted its first Nollywood Week in Paris, showcasing seven of the best Nollywood films."

Nollywood films are viewed globally. Channels are dedicated to the films - such as South Africa’s MultiChoice and BSkyB’s Nollywood Movies. BSkyB distributes programmes and films directly to airlines, instantly broadening the audience. Furthermore, YouTube subscribers have sought to enhance the global viewing popularity; and recently developed iROKO Partners is ensuring internet users can access Nollywood films. iROKO Partners shows the biggest markets are based in the US, UK, Canada, Italy and Germany (Kermeliotis, 2012).

New partnerships are being formed with Hollywood and global film festivals [1] , which show the future shift of broadcasting Nollywood films in cinemas. A recent film produced by Pat Nebo - ‘Dead broke’ - is set to be premiered in Lagos, Accra, and London.

[1] Cannes (2013) recently showcased ‘La Pirogue’; and in the summer of 2013 France hosted its first Nollywood Week in Paris, showcasing seven of the best Nollywood films.
