As Norimitsu Onishi reports in The New York Times, “the stories told by Nigeria’s booming film industry, known as Nollywood, have emerged as a cultural phenomenon across Africa, the vanguard of the country’s growing influence across the continent in music, comedy, fashion and even religion.
Nigeria, Africa’s most populous nation, overtook its rival, South Africa, as the continent’s largest economy two years ago, thanks in part to the film industry’s explosive growth. Nollywood — a term I helped coin with a 2002 article when Nigeria’s movies were just starting to gain popularity outside the country — is an expression of boundless Nigerian entrepreneurialism and the nation’s self-perception as the natural leader of Africa, the one destined to speak on the continent’s behalf.
“The Nigerian movies are very, very popular in Tanzania, and, culturally, they’ve affected a lot of people,” said Songa wa Songa, a Tanzanian journalist. ‘A lot of people now speak with a Nigerian accent here very well thanks to Nollywood. Nigerians have succeeded through Nollywood to export who they are, their culture, their lifestyle, everything.’
Nollywood generates about 2,500 movies a year, making it the second-biggest producer after Bollywood in India, and its films have displaced American, Indian and Chinese ones on the televisions that are ubiquitous in bars, hair salons, airport lounges and homes across Africa.
The industry employs a million people — second only to farming — in Nigeria, pumping $600 million annually into the national economy, according to a 2014 report by the United States International Trade Commission. In 2002, it made 400 movies and $45 million.”
Nollywood films are now available online in the United States via YouTube and other sources. For authentic African filmmaking made with local talent and eschewing million dollar budgets, as opposed to what makes the rounds at festivals but never really reaches the African populace, Nollywood films are a real reflection of African culture, and an ever-expanding industry with a worldwide impact. Having passed India in film production output, Nollywood is poised to explode worldwide. Now, let’s have some real distribution in the United States, OK?