KEY POINTS
- It has been established that Nollywood, which is the second largest video production industry in the world in terms of the number of movies produced, plays a vital role in the Nigerian economy.
- Others are also coming to the limelight in African cinema, including South Africa, Kenya, and Egypt.
- Modern firms like Netflix help to promote African films to global viewers.
Since the late 1980s, film industries in Africa are on a path to becoming major players of entertainment market across the globe especially the Nigerian film industry also known as Nollywood. Thus, Nigeria’s Nollywood that has grown to be the second biggest film production center in the world regarding the number of copies produced has not only revolutionized the African culture but also has become an important economic driver. However, Nollywood is not the only major contributor to the growth of African cinema. Other stakeholders in African film are also present and they are from other countries such as South Africa, Kenya, and Egypt among others.
Nollywood: Expansion and economic influence internationally
Nollywood’s transformation can be traced back to the early 1990s from a concept that primarily focused on low home video production to a $3 billion industry. A *PwC* report noted that Nollywood has experienced impressive growth due in part to its capability of churning out films in large numbers—as many as 2500 annually—using comparatively small amounts of capital. This makes Nollywood to be the largest film industry in the world measured in terms of numbers of films produced behind India’s Bollywood.
It has turned into an influential sector for the economic growth of Nigeria as it provides job opportunities in not only film industry but also other related areas like fashion, tourism, and music. The Nigerian Bureau of Statistics has it that Nollywood provides job opportunity for more than one million people, including the producers, the actors, the directors, the cameramen, costume makers, make-up artists, and others.
Furthermore, the films produced in Nollywood have assisted in altering the way Africa is perceived across the globe by providing more sensible representation of everyday life in the region. The industry has remained relevant despite some of the challenges like lack of adequate funding and poor physical facilities. However, Nollywood has transnational cultural impact as it has an audience of millions across the Black Diaspora and on international video streaming platforms including Netflix and Amazon Prime.
Other African film industries on the rise
Even though, Nollywood remains the largest producer of films there are other African countries that do not lag behind in terms of innovation and impact. South Africa continues to be a major player in the production of African films given its rich heritage of the art of storytelling. The country’s film industry has received several awards in the global market; some films who have received such accolades include district 9 and tsotsi. South Africa’s film industry has also been on the rise in terms of revenue and a 2023 report conducted by *Film South Africa* states that this sector is now among the growing sectors in the region.
There is also growth in the Kenyan film industry; specifically the influx of movies in the Swahili language. Most Kenyan filmmakers are employing the medium of cinema to express the society’s twenty first century question and to assert the true African spirit within the international community. Kenyan Film Commission has noted that productions from Kenya are being sold and gaining recognition in the global markets more than before.
However, Egyptian cinema which began in the early 1920s still remains a vibrant and robust pillar of entertainment for the Arab world. The Egyptians are still major players in shaping the cinema of the Arab-speaking nations and Africa. Egyptian films have continued to be included in the international film festivals, and Egyptian actors and directors continue to shape the film industry.
Global impact and issues of African cinema
The African cinema evolution therefore has not only been cultural but also economic through gaining more international film markets and viewers. Currently, African films compete in international film festivals including Cannes, Toronto and Sundance among others. For instance, the Africa Movie Academy Awards (AMAA) has evolved into a prominent event that celebrates and supports African talent.
Some of the companies that have contributed to the popularization of African films to the global are Netflix, Amazon Prime, and Showmax. Indeed, popular streaming platforms like Netflix have invested in some Nigerian and other African movie productions, making African movies easily accessible to viewers from all over the world. This has also opened up opportunities for distribution since many barriers associated with the distribution of African cinema have been broken down.
Nonetheless, similar to other film industries from the African continent, there are challenges that are commonly encountered, the major ones being the issues of finance and inadequate infrastructure. The African Film Foundation, in the survey conducted in 2020, revealed that another challenge affecting filmmakers is the poor investment in production facilities and technical equipment. Distribution networks are also restrained and as such many African films do not get global visibility except maybe through digital platforms or other regional film festivals.
However, rivalry between the different African film industries can also lead to fragmentation and restricted interaction as well as shared resources. According to a report from The African Union, more collective effort and policies harmonization are required to create a competitive Pan-African Movie Industry.
The future of African cinema: Opportunities and innovations
The future of African cinema, however, holds a vast capacity for growth and breakthrough on the international scene. There are new trends of technology that are slowly finding their way in African film production including 4k production, virtual reality, Computer generated imagery and these are some of the opportunities that are encouraging in the film production industry. These technologies can take African films to the next level and make them comparable to Hollywood and other international film industries.
The promises of young filmmakers across the continent are also returning hope and vigor to African cinema. Thanks to education in film schools, training programs, and mentorship projects, the further evolution of African cinema by a new generation of filmmakers is guaranteed, as well as the telling of new stories and the representation of the variety of African cultures.
The creative industries, including the film industry, are gaining more attention from governments within the continent due their economic benefits. With African governments now turning their attention to the film sector by offering their support through investment and policies as well as putting up infrastructures to support the movie industry, the future of African cinema seems bright.
As Nollywood remains the leading industry, and as other industries within Africa develop, African cinema is positioned to become a major player in the international entertainment market. As African filmmakers garner global attention, amass new technologies, investments, and potentially untapped narratives, the prospects for World Cinema are in safe hands for the decades to come.
