Nollywood-Scraps At The Bottom Of The Pyramid.
October 15, 2009
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No doubt about it,Nigerian videos are hugely popular,but only with a certain segment of the populace.Nollywood seems to be catering to the uncritical masses.The challenge for Nollywood is to achieve a similar level of enthusiasm and following with a more critical and discerning audience.This critical audience is also the moneyed one.If Nollywood wants to move to the “next level”,it must earn the approbation, and of course, the patronage of this audience.Given that most members of the critical audience were weaned on Hollywood movies,it is understandable that they are unlikely to be enthused by much of Nollywood’s fare.Nollywood must greatly improve the quality of it’s productions to attract the patronage of this “audience”.
Unfortunately,Nollywood’s fate is not entirely in its hands.The making of good movies will only become the norm with the existence of a film market that penalises mediocrity while rewarding excellence.No one will make the kind of investment necessary for the production of good movies unless they are sure of the existence of an efficient film market that will richly reward them.The creation of such an efficient film market is to a great extent the duty of the regulatory authorities, and the regulators have shown themselves not up to the job.Until the regulatory environment changes,Nollywood will continue to fight for the scraps at the bottom of the pyramid.