How to bring Nigerian film to a wider audience

Dear Editor,

I was buoyed to read Wilfred Okiche’s article on Nollywood. There is no doubt massive inspiration to be taken by other emerging film markets on its evolution, growing international relevance, and enduring appeal domestically and with African diaspora.

As a UK-based film PR specialising in the travel of international cinema and TV, it is easy to see that Nollywood has immense potential to expand its influence even further.

However I have found this potential remains largely untapped – whether from financial barriers and misaligned business models to cultural significance and global appetite, meaningful collaboration between Nigerian filmmakers and international partners has been inhibited.

The adverse impact of exchange rates

The volatility of exchange rates and financial landscapes create challenges in financing film and series, for example by securing international co-productions and distribution deals. For example due to the poor exchange rate between Nigeria and the UK, Nigerian producers often can’t afford to pay international rates for PR – something I assume is the case for accessing other international services providers.

To raise Nollywood’s profile on the global stage, we need better financial alignment between Nigerian and African markets and the international industry. Dedicated funds that mitigate currency risk and promote investment would be a significant step forward.

Additionally, more structured partnerships between Nigerian studios and global producers, distributors and streaming platforms would unlock opportunities for both sides.

Establishing mutually beneficial frameworks for financing

Establishing co-production treaties between Nigeria and film industries in Europe, the UK, and North America would create mutually beneficial frameworks for financing and distributing content. Developing clearer IP protections and improving distribution pipelines would also help bring Nollywood’s compelling storytelling to a wider audience.

While there is no inherent need for Nigerian films to be validated by their reception in the global marketplace, they are a beacon of a case study for the proliferation of local film markets, and the local talent should be running next to that of other global strongholds of international content sales – like Spain, South Korea and Japan – while ensuring authentic and accurate storytelling.

Nollywood’s distinct narratives resonate far beyond Africa, offering universal themes wrapped in rich cultural detail. By bolstering financial models and fostering international partnerships, Nigeria’s film industry can gain the global recognition it deserves.

Yours faithfully,

Holly Miller

Director, Percy & Warren