Cinema as a vehicle for new storytelling
The impact of Nollywood
The Nigerian film industry, commonly known as Nollywood, is considered the world’s second-largest in terms of annual film production, with 2,500 productions. The Indian industry, Bollywood, takes first place. At the origins of Nollywood in the 90s, the Yorubas, a people from western Nigeria and Benin, staged plays. They organized village tours. Naturally, they began filming their performances to broadcast them to as many people as possible. Their popular and dramatic themes won over an enthusiastic audience who became accustomed to local productions. Soon, these amateur films became professional productions, bringing together a wide range of experts, actors, producers, editors and scriptwriters. Nollywood soon began producing for the big screen, and the fan base continued to grow beyond Nigeria’s borders.
The success of local productions
Netflix, the world’s leading streaming platform, is clearly aiming to win over Nollywood fans and, more broadly, content consumers across the continent.
The subscription video leader is targeting English-speaking countries such as Nigeria, South Africa and Kenya. The offer is made up of two types of content: on the one hand, the integration of successful local productions, and on the other, the specific production of new series. For example, Bling Lagosians, a Nigerian production released in 2019, was one of the first productions to enter the platform’s catalog. The film tells the story of the Holloways. This is a powerful Lagosian family at the head of an empire on the verge of bankruptcy, preparing to celebrate the matriarch’s birthday in style. Yachts, luxury cars, sumptuous homes – the stage is set. The viewer will follow the family life of the privileged members of Africa’s leading power, “the 1% of the 1%”.
An interest in African stories
The African content consumer can easily integrate a Latin American telenovela, a Bollywodian drama, an American blockbuster and a Made in Africa film or series into a binge-watching session. This prospect is a real boon for Netflix. And it’s also an opportunity for the media, content producers and advertisers. The sales potential of African stories beyond the continent’s borders is no longer in question. The success of Black Panther, which grossed well over a billion dollars worldwide, validated the potential of African stories. A tribute to Chadwick Boseman, the lead actor in this Marvel film, who died of cancer. And his contribution to the advent of a new African storytelling will live long in the memory.
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