I was encouraged to read Wilfred Okiche’s article on Nollywood (“Welcome to Nollywood, the Lagos-born movie universe”, FT Globetrotter, March 15). As a UK-based film PR company, specialising in international cinema and TV, it is easy to see that Nigerian film has immense potential to expand its influence further afield.
However, meaningful collaboration between Nigerian filmmakers and international partners remains held back. One reason is the volatility of exchange rates and financial constraints more generally that create challenges in financing film and TV series, for example by securing international co-productions and distribution deals.
We need better financial alignment between Nigerian and African markets and the international industry. Dedicated funds that mitigate currency risk and promote investment would be a significant step forward. Additionally, more structured partnerships between Nigerian studios and global producers, distributors and streaming platforms would unlock opportunities for both sides.
Additionally, establishing co-production treaties between Nigeria and film industries in Europe, the UK and North America would create mutually beneficial frameworks for financing and distributing content. Developing clearer intellectual property protections and improving distribution pipelines would also help bring Nollywood’s compelling storytelling to a wider audience.
Nigerian film producers don’t feel their success depends on being validated by how they are received in the global marketplace. Rather, they provide a beacon for the proliferation of local film markets. They feel local talent should be running next to that of other global strongholds of international content sales — like Spain, South Korea and Japan — while ensuring authentic and accurate storytelling.
Nollywood’s distinct narratives resonate far beyond Africa, offering universal themes wrapped in rich, cultural detail. By bolstering financial models and fostering international partnerships, Nigeria’s film industry can gain the global recognition it deserves.
Holly Miller
Director, Percy & Warren, London W1, UK
