Globalization of African movies must first start with localization —-Adekunle Adejuyigbe


Prolific Nigerian producer, director and cinematographer- Adekunle “Nodash” Adejuyigbe has stated that the globalization of African movies must first start with localization.

Nodash made the remarks while fielding questions from journalists during the just concluded Carte Blanche film festival staged in Cote d’Ivoire where he was invited as a resource person.

The talented filmmaker who has extensive hands-on experience in TV shows, documentaries, TV commercials and films said that African movie-makers should cultivate local audiences.

He said; “Globalization must first start with localization. This was one of my main messages to the Ivorian film industry. This is what the Nigeria film industry did right. We produced films that Nigerians could relate to and this acceptance in the local market is what carved a niche for us within the global film industry.

‘‘I think filmmakers in other parts of the continent should consider using the same model. Your local audience is your currency. Cultivate that audience so that when anyone wants access to that demographic , they will have to go through you.

READ ALSO: The Ivorian film industry has big ambitions and it is looking to Nollywood for guidance —Adekunle Adejuyigbe

‘‘This is how industries are built. And it’s what I think we need to do across Africa,’’ Nodash added.

The movie producer who has announced a new series which will be released in 2023 also opened up on his experience speaking with other African filmmakers at the Carte Blanche film festival staged in Abidjan, Côte d’Ivoire.

‘‘It won’t be my first time interacting with the francophone film industry, if you’ll remember, I was a jury member at the FESPACO film festival in Burkina Faso last year and I was also invited to participate in the Carthage film festival in Tunisia a couple of years ago so, in some ways, it felt familiar.

‘‘But the Ivorian film industry definitely has its peculiarities which made this visit quite different from the others. What stood out the most was how you could literally feel the determination of the Ivorians to make a mart in the African film industry.

‘‘They are strong people from a relatively small country but they are ready to do whatever it takes to fully break into the global market,’’ he added.


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