Niyi Akinmolayan Urges Federal Government to Foster a stronger relationship with Netflix and other streaming platform to boost the movie industry.
In an interview with Channels TV, renowned Nigerian filmmaker Niyi Akinmolayan emphasized the need for the Federal Government to foster stronger relationships with major streaming platforms like Netflix.
During the conversation, Akinmolayan discussed his latest work, Lisabi, a historical epic that recently premiered on Netflix, underscoring the film’s importance in showcasing Yoruba culture and history. This marks a significant step in the rising quality of Nigerian cinema, particularly through the international exposure Netflix and other platforms offer.
Impact of Netflix on Nigerian Filmmaking
Akinmolayan credited streaming platforms like Netflix for motivating filmmakers to produce higher quality content due to their potential to generate income and gain global visibility. With the proliferation of streaming services in Nigeria, many local filmmakers have been able to reach international audiences, thereby elevating the standards of production and technical expertise in the Nigerian film industry. He explained:
“Netflix excites you to make good movies because you know it is going to generate a bit of income. You spend more on technical quality and spend more on a lot of things… And what it does is that it improves everybody’s life on that chain.”
This has led to a ripple effect, positively impacting all aspects of the filmmaking chain, from actors and directors to technical crews. However, Akinmolayan noted that while streaming services are beneficial, the Nigerian government must be more intentional in ensuring the industry’s sustainability.
A Call for Government Involvement
Akinmolayan stressed that the Nigerian film industry is not yet positioned to thrive independently of these platforms. He suggested that the government should encourage streaming services to establish physical offices in Nigeria. This would not only secure their continued presence but also ensure the transfer of technical and creative knowledge to local professionals.
According to Akinmolayan:
“The Nigerian government needs to be very intentional. The government can say ‘Netflix we love what you are doing… But you have to establish something here in terms of the number of people to work with locally. You have to set up shop here.’”
By urging the government to facilitate these relationships, Akinmolayan believes that there can be a sustainable long-term development of local talent in the Nigerian film industry, promoting knowledge transfer that will benefit future generations.
Akinmolayan also touched on the importance of nurturing Nigeria’s cinema culture, despite the rise of streaming services. He observed that in many parts of the world, the cinema industry is experiencing growth, and Nigeria should not abandon this avenue of entertainment.
“We should not say streamers are here, let us stay away from cinemas. We should look out for local streaming, and distribution opportunities.”
He pointed out that while platforms like Netflix and Amazon Prime Video have made significant investments in Nigerian film, local alternatives must be considered as part of a larger strategy to maintain a balanced film distribution ecosystem. Promoting local streaming services and cinema distribution channels will ensure that Nigerian filmmakers have diverse avenues for showcasing their work.
The growing presence of streaming giants like Netflix, Amazon Prime Video, and Showmax has undeniably contributed to the rise of Nollywood in the global market. According to Akinmolayan, these platforms have invested heavily in Nigerian films, with Netflix alone reportedly pouring over $23 million into licensing 283 Nollywood titles between 2016 and 2023.
This surge in investment has been instrumental in boosting the quality and international reach of Nollywood films. However, Akinmolayan’s call for a more formalized and local approach to these collaborations such as setting up Nigerian offices for streaming services highlights a critical next step for sustainable growth.
He proposed that while the government should encourage streaming services, it should also ensure that they engage with the local industry in a way that benefits Nigeria holistically. This can include agreements that mandate hiring local filmmakers, providing training opportunities, and investing in infrastructure that supports the local film industry.
Akinmolayan’s project Lisabi is just one example of how Nigerian filmmakers can use global platforms to tell authentic African stories.
Streaming platforms have opened doors for Nigerian filmmakers, but it is time for the industry to look beyond external investments and create a structure that ensures the continued success and growth of the Nigerian film industry.
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