Nollywood at the Crossroads: Origins, challenges, and the road to global competitiveness

FROM the bustling streets of Lagos to the markets of Aba, Nollywood has emerged as a cultural and economic force that commands global attention. Its films reach millions, its stars inspire fandoms across continents, and its economic impact is undeniable. Yet beneath the glamour, the industry struggles with structural, professional, and regulatory challenges that threaten its long-term sustainability.

The roots of Nollywood predate its globally recognised label. In 1992, Living in Bondage signalled the emergence of a new wave of Nigerian storytelling. For years, the industry operated without a unified name until 2002, when Norimitsu Onishi, then a West Africa correspondent for The New York Times, observed the booming Lagos film scene and coined the term “Nollywood” in his article Step Aside, L.A. and Bombay, for Nollywood. The name quickly gained global traction, yet its foreign origin has been a point of contention. Many insiders argue that an external journalist defined an industry built by local creativity, resourcefulness, and risk-taking long before it captured international attention.

In its formative years, Nollywood thrived on collaboration. Aspiring actors trained across multiple departments, open script conferences shaped storylines, and informal artist gatherings encouraged mentorship and creative exchange. The Nigerian Film Institute in Jos was virtually the only formal institution for filmmaking, and its distance limited accessibility. Today, numerous private academies and studios provide introductory training, but the lack of standardisation and nationwide oversight continues to fragment professional development.

Economically, Nollywood is formidable. Valued at $8.6 billion, the industry produces roughly 3,500 films annually, making it the second-largest film producer in the world by volume. In 2023, Nollywood, alongside the music industry, contributed approximately ₦2.97 trillion, or $2.4 billion, to Nigeria’s GDP. Revenue growth is projected to reach $14.82 billion by 2025, up from $4 billion in 2013. These figures highlight the industry’s importance, yet they also mask inequities and operational inefficiencies that continue to undermine sustainable growth.

Professional discipline within Nollywood has increasingly become lacklustre, labour equity, and set safety remain pressing concerns. A significant number of actors resort to physical intimidation and hostile behaviour when they are confronted for correction or questioned professionally. This is further compounded by habitual lateness to set, inadequate preparation, and a failure to read or understand scripts and assigned roles. These shortcomings often arise from actors juggling multiple film locations simultaneously, to the detriment of professionalism and production quality.

Remuneration practices also present a major concern in Nollywood. There is a prevailing belief among some producers that actors alone carry the weight of a film’s success, while the crew, who commit their skills and labour from the first day of filming to the final wrap, are undervalued.

Directors and crew members are frequently underpaid and unprotected with meagre sums, despite contributing creative ideas and technical expertise that are essential to the completion and overall quality of productions.

Production assistants frequently lack accommodation or medical support. The tragic death of special effects artist James Akaie in Abeokuta highlights the absence of insurance and safety protocols

Verbal contracts, the absence of royalties, and a winner-takes-all mentality persist across the industry. Some producers exploit the sector to shield unrelated or illicit businesses, and media coverage often prioritises sensationalism over accountability. Crew members and technical staff, who bear the brunt of production work, are often undervalued and inadequately compensated relative to actors in method roles.

The various guilds and associations have not sufficiently improved this situation, largely because many lack the resolve to enforce standards. However, there are notable exceptions, including the Directors’ Guild of Nigeria- DGN, Association of Movie Producers, The Actors Guild of Nigeria, and the Creative Designers Guild of Nigeria Cdgn Prime. These bodies, working alongside the NFVCB, NFC others under the Federation of Nollywood Guilds and Associations, have demonstrated visibility within the industry and have taken steps to promote disciplined welfarism and accountability.

It is imperative that every guild and association in Nollywood rise to the occasion by implementing and enforcing clear disciplinary and cautionary measures. Such standards must be consistently applied to regulate practitioners’ conduct both on set and beyond in order to foster professionalism across the industry.

Distribution is a significant bottleneck. Cinemas are limited, cottage cinemas are nearly nonexistent, and ticket prices make theatrical releases an elitist experience. Streaming platforms, while growing, are dominated by foreign services, leaving local filmmakers with few accessible distribution channels. There is concern that Nigerian films could soon be relegated to niche venues, including religious institutions, to recoup production costs.

Despite these challenges, a new wave of Nollywood is emerging. Higher production values and adherence to international standards are attracting global interest. American companies are scouting Nigerian talent, and proposals such as a $100 million Lagos Film City promise infrastructure and consolidated production hubs. Box office successes like Funke Akindele’s Behind The Scenes, which surpassed ₦3 billion, demonstrate that Nigerian films can thrive commercially and achieve international reach.

Government initiatives have begun supporting quality filmmaking. Lagos State, in collaboration with Del -York Creative Academy and EbonyLife Creative Academy EbonyLife Studios has trained over 1,500 creatives through scholarships and practical programmes. The National Film and Video Censors Board and the Nigerian Film Corporation play critical roles in registering guilds and professional associations, promoting ethical standards, and enhancing accountability.

Roadmap for Sustainability and Global Competitiveness

For Nollywood to mature into a globally respected cinematic powerhouse, systemic reform is essential. The following measures outline a strategic roadmap:

1. Standardised Training and Certification

Professional competence across all departments should be ensured through national certification systems. Expansion of institutions like the Nigerian Film Institute and partnerships with accredited academies will improve access and skill quality.

2. Empowered Guilds and Regulatory Oversight

Guilds must enforce industry standards, including ethical conduct, working hours, and remuneration. National Film and Video Censors Board – NFVCB and Nigerian Film Corporation, should coordinate registration, monitoring, and enforcement to maintain accountability and safety on set.

3. Insurance and Worker Protections

Mandatory health and accident insurance for all actors, crew, and production assistants is essential. This will safeguard practitioners and encourage professionalism while preventing tragedies from going unaddressed.

4. Contractual Clarity and Royalty Structures

Standardised contracts detailing payment terms, royalty allocation, and intellectual property rights will ensure equitable treatment and long-term sustainability. A national royalty collection mechanism will further professionalise the sector.

5. Infrastructure and Distribution Expansion

Investment in affordable cinemas, cottage theatres, and a fully Nigerian streaming platform will broaden audience access. Film cities and consolidated production hubs can enhance efficiency, training, and collaboration.

6. Government Support and International Advocacy

Policy incentives, grants, tax relief, and lobbying for global recognition will position Nollywood as a credible international player. State-level initiatives to document cultural narratives will create a repository of nationally significant films.

7. Professional Culture and Workplace Ethics

Scheduled call times, proper accommodation, on-set medics, and enforced rest periods are critical. Mentorship programs and campaigns promoting professionalism will improve standards and attract serious talent.

8. Economic Integration and Equity

Linking film production to tourism, local development, and creative sector growth ensures that profits are shared broadly, creating a sustainable ecosystem rather than isolated commercial successes.

Conclusion

Nollywood is a story of resilience, innovation, and cultural significance. From its grassroots beginnings to its current status as a multibillion-dollar industry, it has captured the world’s imagination. Yet the same ingenuity that enabled its rise cannot sustain it alone.

Professionalisation, regulatory oversight, equitable labour practices, insurance, standardised training, and strategic infrastructure investment are essential. With these reforms, Nollywood cannot only maintain its global relevance but also redefine perceptions of African cinema and secure a sustainable, respected place on the world stage.

A coherent and transparent structural framework must emerge within Nollywood. Without this, Nigeria’s globally recognised film industry will continue to operate in confusion and disorder, undermining its potential for sustainable growth and international respect.

* Perekeme Odon is an AMVCA/AMAA award-winning filmmaker, backpack journalist and media analyst focusing on African cinema and Nollywood, exploring industry trends, economic impact, and professionalisation.

 

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