“Despite several challenges, Nollywood films can compete anywhere” – Steve Ayorinde

Steve Ayorinde, the former Lagos Commissioner for Tourism, has voiced his enthusiasm for Nollywood’s expanding presence on the global stage.

Speaking at the unveiling of the nominee list for the 2024 Africa Movie Academy Awards (AMAA) on Wednesday, October 2, Ayorinde praised the prestigious awards for elevating Nigerian filmmakers and showcasing their talents to the world.

Renowned as one of Nigeria’s leading film and art critics, the 56-year-old emphasized the importance of the AMAA in fostering confidence among local filmmakers.

“AMAA has given filmmakers a platform to demonstrate that something extraordinary is happening here,” he stated. “Anyone nominated in any category now has the world as their playground.”

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Ayorinde’s insights resonate particularly in the context of global film markets. “Hollywood, Cannes Film Festival, and Amazon Prime Video are all keenly watching the AMAA winners this year. They want to explore potential collaborations,” he noted.

“AMAA provides a crucial stage for filmmakers to connect with international partners.” He also highlighted the growing interest from streaming giants like Netflix, attributing it to the “quality storytelling, unique narratives, and artistic and technical expertise” that Nollywood films are increasingly showcasing.

“In terms of artistic and technical competencies, our films possess the qualities necessary to compete anywhere,” he asserted. However, he cautioned that global politics can sometimes complicate access to these opportunities.

While acknowledging the impressive strides Nollywood has made, Ayorinde pointed out ongoing challenges in content distribution.

“Marketing our films globally remains a hurdle,” he said, adding, “But in terms of raw talent and technical skill, we are more than ready. Our filmmakers have trained worldwide and are prepared to take on the global market.”

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