Steve Ayorinde: Why Nollywood films are appealing to Netflix

Steve Ayorinde, the former Lagos commissioner for tourism, has applauded Nollywood’s growing global competitiveness. 

The ex-Lagos commissioner for information and strategy spoke on Wednesday at the nominee list unveiling for the 2024 Africa Movie Academy Awards (AMAA).

The 56-year-old acclaimed to be one of Nigeria’s best-renowned film and art critics, “credited the AMAA for spotlighting the country’s filmmakers”.

Ayorinde, who has served on the juries for some of the world’s most recognised film festivals and awards, said: “AMAA has given filmmakers confidence and a platform to show themselves to the world that something great is happening here. Anyone nominated in any of the categories now has the world as their playground”.

“Your Hollywood, Cannes Film Festival, and Amazon Prime Video are waiting to see the AMAA winners this year so they can talk business. Let us see what you are working on. AMAA gives that platform to expose you to international collaborators. That is probably one of the biggest things you can get.”

Ayorinde also said streamers like Netflix are patronsising Nollywood films because of “quality storytelling, unique narratives, and artistic and technical expertise”.

“In terms of the technical aspect and the artistic aspect, I think we can compete anywhere, with anyone. But of course, do not confuse that, like in anything in the world, there are politics. There are global politics that may affect people coming from a certain part of the world,” he said.

“But in terms of artistic and technical competencies our films display qualities of the story that we tell, our own stories that we put forward, I think we can compete with anybody which is why your Netflix and other persons are interested in the stories that we are telling.”

Despite progress in Nollywood, Ayorinde acknowledged challenges in global content distribution.

“Distribution might be a challenge. Which is a totally different scenario as to how our films are marketed,” he said.

“But in terms of the raw materials, I think we are there. The talents that are there, the technical expertise of our people who are trained all over the world in the best schools with the best filmmakers, I think they are ready to take the world. But there will also be a need for improvement.”