Nollywood: How Nigeria’s $6.4B Film Industry Dominates African Cinema

Producing over 2,500 movies annually and generating approximately $6.4 billion in revenue, there’s very little reason to doubt Nollywood’s stance as Africa’s biggest cinema hub.

These remarkable feats place Nollywood in a position where it goes ‘band for band’ with heavyweights like Hollywood and Bollywood. In fact, Bollywood only slightly edges out Nollywood to claim the top spot, with Hollywood coming in third.

“In the next five years, I envision Nollywood experiencing unprecedented growth and global recognition.” Nigerian Filmmaker, Michael Igwe Esione told New Telegrapgh.

The industry's rapid expansion is evident in its box office performance; for example, in 2024 alone, Nollywood films grossed over ₦3.5 billion, marking a 125% increase from the previous year.

Indeed, Nollywood contributes approximately 1.1% to Nigeria’s real GDP, a stark reflection of its undeniable economic significance.

"We are changing the economy... The industry is a major employer and has immense potential for growth." British-Nigerian actor Wale Ojo told Forbes Africa.

However, it hasn’t always been like this. The Nigerian film industry has come a long way, growing from the days of VHS tapes to DVDs and now streaming platforms like Prime and Netflix.

Every successful journey has a story, and in this article, we’ll explore how and why the Nigerian film industry has gained such massive influence, not just locally, but across Africa and on the global stage.

Outline:
Historical context

Major Players and Drivers of Nollywood's Growth
Omotola Jalade Ekeinde

Geneviève Nnaji

Kunle Afolayan

Mosunmola "Mo" Abudu

Richard Mofe-Damijo (RMD)

Funke Akindele

Media, Technology, and Entrepreneurship in Nollywood

Impact of the Industry across three tiers (National, African, and Global)

Challenges plaguing Nollywood

Forging Ahead; Will Nollywood continue to dominate the African Cinema Hub?

Conclusion

References

Before Nollywood's mainstream emergence Nigeria had a vibrant film culture that was largely influenced by its colonial past. Thus, its roots can be traced back to the post-independence era. In 1954, the Nigerian Film Unit was formally recognized, marking the industry's early foundation.

By the 1960s, cinema culture flourished with the rise of local productions and influential filmmakers like Hubert Ogunde, transitioning from theater to film. Popular cinema houses, like the national theatre in Lagos, hosted films that made rounds with locals.

Moreover, the Indigenization Decree of 1972 was a turning point, transferring ownership of over 300 cinemas to Nigerians and empowering local filmmakers. The 1980s saw blockbusters like Papa Ajasco and Mosebolatan, alongside a boom in TV adaptations of Nigerian literature. This laid the groundwork for the home video revolution of the 1990s.

The term “Nollywood” first appeared in a 2002 article by The New York Times journalist Norimitsu Onishi, who used it to describe Nigeria's fast-growing film industry at the time.

While some industry stakeholders are proud of the name, feeling that the Nigerian movie scene has come of age, others argue that it carries colonial elements, given its origin in Western media.

Regardless of the stance, the term has remained popular over the years and is now synonymous with the creativity and success of the Nigerian movie industry.

Furthermore, a pivotal moment in the industry occurred in 1992 with the release of "Living in Bondage," directed by Chris Obi Rapu.

“What happened was that Living in Bondage became that breaking point. Every town now... there are millions of people who are making their livelihood from the industry, and that is what Living in Bondage brought,” says Chris Obi Rapu, director of the film, during a podcast hosted by Rico Gagliano.

Living in Bondage is widely regarded as the foundation of modern Nollywood. It marked the beginning of the industry's shift from celluloid to video format to the digital streaming we commonly use today.

The success we see in Nollywood today is not an accident. It is the result of the hard work and dedication of homegrown Nigerian talents who have shaped the industry through their creativity, resilience, and vision.

Many of these actors, actresses, directors, and producers have made a name for themselves and gone on to receive international recognition, earning accolades that showcase the depth of talent in Nollywood.

Let’s take a look at some of their career highlights, in no particular order, and how they have contributed to the growth and global recognition of the industry.

Omotola Jalade Ekeinde

Some people refer to her as the "Queen of Nollywood" while many popularly know her as "Omo Sexy". Omotola is a household name in the Nigerian movie scene. With over five million Instagram followers, she was recognized by TIME magazine in 2013 as one of the 100 most influential people in the world, alongside Beyoncé and Michelle Obama. She is a United Nations World Food Programme ambassador and Amnesty International activist.

Having featured in more than 300 films and sold millions of video copies, Omotola has cemented her legacy in African cinema. She is adored by millions of fans both locally and internationally. She is seen as a role model.

"A lot of women say to me that I am their role model and example. They say, ‘If Omotola can do it, I can do it.’ I also get a lot of fan letters from men that say, ‘You are the reason I allow my wife to work, or pursue a career,’ because they see that I am married and that I am doing both." Omotola speaking to The Sunday Telegraph‘s Stella Magazine.

For her contribution, the Nigerian government honored Omotola with the title of Member of the Order of the Federal Republic (MFR) for her significant contributions to Nigerian cinema.

Geneviève Nnaji

Geneviève holds the record of being the first Nigerian actress to win the 2005 Africa Movie Academy Award (AMAA) for Best Actress in a Leading Role. She was also honored by the Nigerian government as a member of the Order of the Federal Republic (MFR).

Often referred to as the "Julia Roberts of Africa," Genevieve became one of Nollywood’s most recognizable faces in the early 2000s. Her performance in the 2002 classic Sharon Stone catapulted her to stardom, earning her widespread acclaim and solidifying her place as a leading actress in Nigerian cinema.

In 2018, Genevieve made history with her directorial debut, Lionheart, which became Nigeria’s first-ever Netflix Original film. This single feat was the turning point for Nollywood as it opened doors for other Nigerian filmmakers to distribute their content on not just Netflix but other international streaming platforms.

“I believe authenticity has a home in today’s globalized world. A good human story with relatability from anywhere will travel far and resonate with viewers despite their backgrounds.” Genevieve, speaking to Essence Magazine.

Most people often think there’s some rivalry between Omotola and Genevieve. While the rumors will always be rumors, it doesn’t change the fact that both Nollywood divas not only made a name for themselves but also reshaped Nollywood into what it is today.

Kunle Afolayan

Kunle Afolayan is one of Nollywood’s most celebrated directors and producers. He is known for his commitment to high-quality storytelling and technical excellence, with films like The Figurine (2009) and October 1(2014) gaining critical acclaim both locally and internationally.

His efforts have showcased the potential of Nollywood on the global stage and raised the bar for African filmmaking standards.

“But then, if you go all out and use your money, people don’t know. I used my money to make a film. I’ve even taken a bank loan, which is actually against the ethics of film funding,” Kunle Afolayan said in an interview with New Telegraph, discussing the lengths he goes to ensure a movie project is completed.

“But I’ve always explored every possible way to fund films before this Netflix intervention and partnership came. So, I think in the next five years, it will be safe to say that more young filmmakers will be doing great things,” he added.

Afolayan’s work has won him multiple accolades, including Best Nigerian Film at the Africa Movie Academy Awards. He has a 60-acre KAP Film Village and Resort in Igbojaye, Oyo State, Nigeria, which serves as the hub for many of his projects.

Mosunmola "Mo" Abudu

Known as “Africa’s Oprah,” Mo Abudu is a media mogul who has redefined storytelling in Nollywood. As the founder of EbonyLife Media, she produced hits like Fifty (2015) and The Wedding Party (2016), the latter becoming Nigeria’s highest-grossing film at the time.

“When we started EbonyLife TV, our vision was very clear: we wanted a TV brand that would be the preferred global network for premium African entertainment by creating original, premium, and inspiring content with an African soul that showcases the best of the continent for a global black audience,” Mo told The Interview Nigeria.

Mo has championed diversity and African narratives, and secured partnerships with global platforms like Netflix and Sony Pictures.

“Our partnership with Netflix aligns perfectly with our vision at EbonyLife – to share African stories on a global stage, from our unique perspective. Together, we will continue to push the boundaries of storytelling and bring more exciting projects to life. The future is bright, and we cannot wait to see what lies ahead!” She told Independent Nigeria.

Her achievements include being the Forbes Africa’s Business Woman of the Year in 2024 and receiving the ELOY Iconic Recognition Award.

Richard Mofe-Damijo (RMD)

Richard Mofe-Damijo, often called RMD, is a veteran actor who has remained a symbol of excellence in Nollywood for decades. With a career spanning over 30 years, he has starred in classics like Hostages (1997) and Keeping Faith (2002), earning numerous awards, including the Best Actor at the Africa Movie Academy Awards.

“The secret of the Nigerian movie industry is that the Nigerian filmmakers own their story. We tell it in the best way we know how to tell it. We don't care what anyone else thinks. It's the same thing that has happened to our music.” RMD said during an interview with Ismail Akwei on The Qonversation.

Beyond acting, RMD served as Delta State Commissioner for Culture and Tourism, where he promoted the Nollywood industry.

Funke Akindele

Funke Akindele is a trailblazing actress and producer whose groundbreaking work in comedy has set her apart. Her hit TV series, Jenifa’s Diary, became a cultural phenomenon, resonating with audiences across Africa and the diaspora.

‘Jenifa’ as she is fondly called by her fans has won multiple awards, including Best Actress at the Africa Magic Viewers’ Choice Awards.

She set two major box office records in Nigeria. The first was with her 2023 movie, A Tribe Called Judah, which became the first Nollywood film to gross over ₦1 billion at the box office.

"The future of Nollywood is so bright; it's big. We're evolving. Years back, we weren't this big. We started with VHS, DVDs, and now streaming platforms. It’s the same culture; it's going to be there forever. We're growing day by day." Funke shared this during an interview with Bella Naija.

She then broke her own record with her 2024 hit, Everybody Loves Jenifa. This film earned over ₦1.6 billion, making it the highest-grossing movie of all time in West Africa.

"We just need to keep exporting what we have. We need to keep celebrating the African story, the Nigerian story, our culture, and with that, we're going to go higher and higher. Trust me, Hollywood, we're here. We can always collaborate with you guys." She added.

Her success has shown the industry the value of serial content and opened doors for female creatives in the industry.

Other worthy mentions; - Pete Edochie, Ramsey Nouah, Nkem Owoh, Patience Ozokwor, Tunde Kelani, Kemi Adetiba, and Uche Jombo to mention a few.

Times are changing and technology has cut across every aspect of the Nigerian film industry. New opportunities have opened up for both amateur and professional filmmakers.

Innovations like digital tools and high-definition cameras are improving the quality of films and reshaping how they are made.

Nollywood has embraced these technological advancements, which has led to the growth of film studios and companies across the country and beyond.

"Technology has allowed for faster turnaround times than in the past when film production took much longer to complete. As camera technology improves, so does post-production technology such as computers and software. It has enabled us to complete high-quality work in less time." Niyi Akinmolayan, founder and creative director of Anthill Studios, shared in an interview with BusinessDay’s Glory Usoro.

The entrepreneurial spirit within Nollywood has been a major driver of its growth. Independent filmmakers, investors, and marketers have expanded the industry through innovative collaborations and business models.

A notable example is the ELFIKE Film Collective, a partnership between EbonyLife Films, FilmOne Distribution, Inkblot Productions, and Koga Studios, which produced The Wedding Party. This collaboration not only broke box office records but also demonstrated the potential of joint ventures in Nollywood.

Additionally, partnerships between Nigerian production companies and international platforms have further expanded Nollywood's reach. For instance, Netflix and the BBC have set up development partnerships with Nigeria’s EbonyLife for a slate of original dramas for their online platforms.

Let’s highlight some of the studios and media houses putting Nollywood on the global map;

EbonyLife Films: EbonyLife Films has been instrumental in elevating Nollywood's global profile. Their debut film, Fifty (2015), was Nigeria’s highest-grossing drama that year. In 2016, they co-produced The Wedding Party, which became the highest-grossing Nigerian film at the time.

FilmOne Entertainment: As a leading distribution and production company, FilmOne has played a crucial role in bringing Nigerian films to wider audiences. Their collaboration in the ELFIKE Film Collective led to the production of The Wedding Party, showcasing the potential of joint ventures in Nollywood.

"…there was a pool of expertise and resources. Koga Studios had the right equipment, including cameras that were used to shoot Star Wars and the James Bond movies, EbonyLife had tremendous marketing expertise and huge ambitions with content, and Inkblot’s team had a background in investment banking, finance, and law." Don Omope, Head of Film at FilmOne Distribution spoke with Business Day Nigeria.

Inkblot Productions: Co-founded by Damola Ademola, Inkblot Productions has significantly impacted Nollywood by producing numerous successful films. Their partnership in the production of The Wedding Party highlights their commitment to quality storytelling.

Koga Studios: As part of the ELFIKE Film Collective, Koga Studios contributed to the success of The Wedding Party, demonstrating the power of collaborative efforts in the industry.

Silverbird Group: Pioneering modern cinema experiences in Nigeria, Silverbird Group's establishment of cinema chains since 2004 has provided platforms for Nollywood films to reach broader audiences.

Let’s take a closer look at the impact of Nollywood in Nigeria, Africa, and the world.

National Impact

In 2014, following a GDP rebasing exercise, Nigeria's economy was recalculated to include previously unaccounted sectors, notably Nollywood. This adjustment revealed that the film industry contributed approximately 1.42% to the nation's GDP.

As per a PWC report, by 2016, this contribution increased to 2.3%, equating to about 239 billion Naira (approximately $660 million) while also providing jobs for around 1 million workers.

"These are extraordinary numbers. Yet, they fall far short of what can be achieved given the right circumstances. With adequate investment, a supportive regulatory environment, better training, and capacity development, Nollywood will grow beyond our present dreams and surpass our highest ambitions." Femi Gbajabiamila, former Speaker of the House of Representatives and current Chief of Staff to the President told Punch Nigeria.

But Nollywood is not only part of Nigeria’s economic powerhouse; it's a cultural ambassador for Nigeria and, by extension, Africa. As seen in some of its blockbusters which are often featured in local languages and showcase Nigeria’s rich customs and traditions, which in a way is a form of culture preservation.

“…our country is now selling its cultural values and images through films. I congratulate the producers and actors of Nollywood for doing something that is actually salutary to the image of Nigeria,” says Professor Ayo Akinwale, Dean, Faculty of Arts, University of Ilorin.

Impact on Africa

It's not news that Nollywood is blazing the trail of the African cinema hub, while other African countries play catch up. For context, Nollywood inspired the likes of Ghallywood (Ghana), Riverwood (Kenya), and many more offshoots.

Equally important is Nollywood’s role in repackaging and sharing African culture with the rest of the world. Sadly, the vast majority of Western mainstream media has often painted African society as merely a land of poverty, primitiveness, and underdevelopment.

In contrast, the homegrown style of Nollywood filmmaking allows the world to see a more holistic and truer picture of Africa. While corruption, hunger, and poverty are often part of how Africa is seen, they, however, do not tell the complete story. Moreover, these challenges are not peculiar to Africa alone.

Nollywood has created an avenue for honest conversations with other cultures by showing Africa’s perspective on its realities, giving the continent a voice to tell its story on its own terms.

Even as Nollywood movies shine a light on the problems of African society, it also highlights its rich history and accomplishments. Its ability to tell African stories in a relatable way is why it’s loved all around Africa.

This has made Nigerian movies hugely popular across Africa and in some places, its impact is so strong that it has even influenced local cultures.

For example, children in Zambia were said to have picked up Nigerian accents from watching Nollywood films. Similarly, during the Ivorian civil war, rebels were said to pause fighting just to watch the latest Nollywood releases.

Global Impact

The undeniable impact of Nollywood has attracted more foreign investment into the industry and is changing the kinds of stories it tells. The plots are getting even more complex, the production quality is improving, and the movies are now addressing bigger issues like gender inequality, corruption in politics, and ethnic tensions.

Key players from directors like Kunle Afolayan, Kemi Adetiba, and Mildred Okwo, along with producers like Steve Gukas and Genevieve Nnaji, have played a big role in driving this change.

While Nollywood’s impact can be felt locally and all across Africa, there is no denying that some challenges persevere. For instance, the lack of funding limits production quality, which makes it quite difficult to match sometimes match the technical standards of the likes of Hollywood and Bollywood.

During the 2024 Zuma International Film Festival held in Abuja, Actor and film producer, Kunle Afolayan urged the government to provide greater support for the country’s film industry.

“I would like to encourage most of the filmmakers out there but I really think the government has to do a lot more. The industry is majorly run by individuals and the last time a grant was given to the industry was during the Goodluck Jonathan period for the Project Nollywood Act.” He said.

Piracy is another pervasive issue in Nollywood, leading to substantial revenue losses. According to a 2015 report by Business Day, the Nigerian film industry loses over ₦7.5 billion (approximately US$46 million) annually due to piracy.

Movie producer Tunde Kelani, who has personally suffered losses due to piracy, expressed his frustration during a one-day walk against piracy. He lamented, "A state of emergency needs to be declared against piracy, and the government needs to hold those who buy pirated works accountable. We have lost millions to piracy."

Despite efforts by the Nigerian Copyright Commission (NCC) to combat this menace through initiatives like the Strategic Action Against Piracy (STRAP), enforcement challenges persist.

Despite these challenges, Nollywood’s future remains promising. With more investment and a rising global audience, the industry is on track for even greater growth. As it evolves, it will be interesting to see how Nollywood balances its role as both a cultural ambassador for Africa and a commercial enterprise that needs to appeal to a global audience.

The story of Nollywood is a testament that the entertainment industry in Africa is coming to a place of full maturity. As global artists and investors take a keen interest in Nollywood, it must work hard to protect its independence, authenticity, and rich legacy. Pop culture often risks losing its originality, creativity, and bold ideas by giving in to market trends and formulas for success.

It is hoped that those who value Nollywood's rich cultural influence and entertainment to the world will invest in supporting, preserving, and celebrating its unique heritage, diversity, and authenticity. Safe to say that with its powerful stories and undeniable influence, Nollywood seems poised to continue its reign as the heart of African cinema.

At the end of the day, Nollywood films serve as a mirror that reflects the complexities of not just the Nigerian life but more broadly, the African experience. While some critics often say that Nollywood reinforces stereotypes or focuses too much on themes like witchcraft and the occult. However, others say it is a true reflection of the Nigerian culture, which is no different from Hollywood’s obsession with superheroes and vampire storylines.

Further, this disparity raises questions about how culture is perceived and accepted. For example, why are certain themes criticized in Nollywood but praised and celebrated when they are portrayed by Hollywood?

Well, sadly the answer might be tied to age-old Western influences stemming from colonialism, but one thing is certain: Nollywood is a strong voice shaping the cultural and social stories across Nigeria and the rest of Africa.

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