Netflix Move on Nigeria shouldn’t excite Nollywood (Reasons)

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Netflix’s Move on Nigeria shouldn’t excite Nollywood (Reasons) – Netflix has been wooing Nollywood stylishly for a while now; from streaming Nollywood movies from as early as 2016 to purchasing Genevieve Nnaji’s ‘Lion Heart’ in 2019.

On Tuesday, Feb. 26, Netflix officially announced its presence in Nigeria and the response since has been positive, as expected. Filmmakers are already counting their returns, writers excited that they will finally be paid better and actors reeling over the possibility of worldwide recognition.

The next couple of months will be identical. Filmmakers trying to pitch their ideas to the network; a large feeling of elitism will reign over the creatives already commissioned and the ones not called will be made to feel left out.

Somehow, Nollywood executives and actors will price their worth on whether they are being contacted by Netflix or not. Contrary to popular opinion, Netflix is not the new bride in town, it is hustling for the market the same way every other stakeholder is.

Is it wrong to be excited? Does this not mean that Nollywood has become so well-placed globally that even Netflix is parleying with its talents? The excitement is not wrong and it is understandable but it should not deviate the attention of Nollywood executives from developing and owning the industry on their terms.

While the world is thinking about how Netflix is hurting the revenues of cinemas, Nollywood has issues beyond this. Already, Nollywood had an average of 20,000 people visit the cinema weekly in 2019, losing the remaining 70 per cent of the audience to Hollywood.

The industry has been struggling to build its own identity and audience base. It is at this point where although it is clear what the Nigerian/Nollywood identity is, we are leaning on the outside world for confirmation. At this time, the industry needs to recognise its powers and use the same, leading Netflix through the market and not the other way around.

In context, reports have indicated that Netflix wants at least five million subscribers on the African continent by 2025. Analysts also predict that the market for streaming in sub-Saharan Africa will surpass one billion dollars by 2024.

To do this, the company would need data on consumer behaviour, which Nollywood filmmakers have been trying to curate for years. Instead of rallying around a small unit with Netflix, this is the time to expand the industry as the data is being collated.

First, a close analysis of Netflix’s works in new markets shows that the company is more interested in how sentimental value will increase subscribers rather than quality. There is a standard quality but it is nothing that the industry would have been unable to do on its own.

In a Fortune article, journalist Michal Lev-Ram narrated how the French critics had poorly received the storytelling in the Netflix French-language film, ‘Marseille’.

Nigerians react as Netflix launches Nigerian twitter account
Nigerians react as Netflix launches Nigerian twitter account

He, however, wrote “Whether Sérisier thinks Marseille is more merde than merveilleux doesn’t necessarily concern (Ted) Sarandos. What does concern Sarandos is making sure the series ultimately gets more subscribers to sign up for the company’s streaming service.”

Ted Sarandos is Netflix’s, Chief Content Officer. During the Netflix launch in Nigeria, he said, “I have learned so much in the very short time we have been here…(and) I have just been thrilled to be surrounded by some of the most creative and successful creators in the world here in Nigeria, telling your stories to the world. And that’s the thing that’s most exciting about…what we’re doing in Africa, and what we’re doing in Nigeria.”

Netflix will ultimately attempt to tell stories they will presume are Nigerian, according to information they will be fed. It is necessary for the information givers to resist the temptation of developing stories that they think Americans will like but Africans will find difficult to connect with. If a film is American, let it be. If it is Nigerian, let it be.

Lessons should be taken from the company’s first African-produced series, ‘Queen Sono’. The South African Netflix production, is not African. It does not uplift the continent nor tell the stories the way Africans tell them. It is a whitewash American project and story cloaked in the names and Kente/Adire/Ankara of the African continent.

In the end, it resonates with nobody –neither the American nor the African audience. The series screened at the Pan African Film Festival (PAFF) where most critics saw through the disguise. Will this be the fate of the Nigerian produced series?

Netflix has carefully gotten the leaders of home-based television and cinema on its side. This is a carefully played distraction that might shift focus from developing the industry independently to producing based on the whims and directions of the foreign company if care is not taken.

Nonetheless, there are ways the industry can recalibrate and make the best out of Netflix entrance into the market. The most important is carefully outlining what the Nigerian and African identity is, away from pop culture noise and developing contents that reflect this.

As the first greenlit untitled series, to be directed by Akin Omotosho is underway, it is important to remember the real identity of Nigerians. The untitled project is a sci-fi drama series set in modern-day Lagos.

The story is about a goddess who is reincarnated as a human being to avenge her sister’s death, but must first learn how to harness her superpowers for good. One can only hope that it would not be another ‘Queen Sono’.




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19 Comments

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    HOT LINE:+2349036369810

    ITS SIMPLE HERE !!!!!!!
    We trade with hard currency here like bit coin we make 3tripple of your donation and send you you two part and we benefit one part Example if you invest with 20k within 45mins we make profit of 60k then send 40k to you then profit 20k. This is not mmm where they merge people to donate for each other
    You pay directly to us and we credit you directly.

    https://api.whatsapp.com/send?phone=2349036369810&text=Am_in_interested_in_lavita_ricca_investment_how_do_i_register

    Note:you get credited in less than 45mins.

    CHAT US-UP IF INTEREST FILL YOUR FORM AND START EARNING

    NOTE: You can finish reading this and decide not to take the necessary actions, but the next time you want to complain about not having money, just know that you are on your own problem. ? ? ?…

  12. * SMILE2WEALTH INVESTMENT PLATFORM

    *This is an investment package, where you donate any certain amount and earn double of it. We merge participants to donate to each other in order to achieve their financial aims*…

    *WHY SOME PEOPLE STAY BROKE!*
    1. *Full of Doubt*
    2. *Fear of other failed businesses*
    3. *Comfortable with being broke*
    4. *Keep looking for proof / results*
    5. *Always scared to take risk and always thinking negatively*
    6. *Always waiting for someone else to succeed first before joining… *when they can be the successes themselves*
    *Be positive dear!*

    *The journey of a thousand mile begins with a *Step*.
    *TAKE THAT BOLD STEP, START GET STARTED*
    *JoinTodayAndSmileTomorrow*

    *HOW IT WORKS*
      

    CONTACT:- 07026536478

    *Donate 10k and earn 20k*

    *Donate 15k and earn 30k*

    *Donate 20k and earn 40k*

    *Donate 25k and earn 50k*

    *Donate 30k and earn 60k*

    *Donate 40k and earn 80k*

    *Donate 50k and earn 100k*

    *Donate 100k and earn 200k*

    *Donate 200k and earn 400k*

    *Donate 150k and earn 300k*

    *Donate 400k and earn 800k*

    *Donate 300k and earn 600k*

    *Donate 500k and earn 1Million*

    *All payments are gotten within every 45MINUTES to an hour from the time of confirmation of the payment. .* *You can gain for life if you multi invest and/or keep reinvesting. You will find out that no day will pass without you earning*.
    *NO PONZI*
    *NO REFERRAL*
    *NO SCAM*
    *Contact :MR OLA EMMANUEL on * 2347026536478*.

  13. *GOOD DAY MA/SIR*

    Have you had about *LAVITA RICCA INVESTMENT* ? am not talking about MMM or Ponzi SCHEME
    lavita is a matrix system which give you DOUBLE of your CAPITAL back in (45 min) after registration

    LAVITA PACKAGES

    ₦10,000——–₦20,000❌❌❌
    ₦20,000——–₦40,000
    ₦40,000——–₦80,000
    ₦50,000——–₦100,000
    ₦100,000——₦200,000
    ₦200,000——₦400,000
    ₦400,000——₦800,000
    ₦800,000——₦1,600,000
    ₦1,000,000—₦2,000,000

    NOTE: we credit your account after 45min after registeration.

    INTRODUCTION
    Lavita Ricca International is a company duely registered under the Coporate Affairs Commission of Nigeria and certified fraud free to do business in Nigeria by the Economic Financial Crimes Commission (EFCC). This is a Nigerian network marketing company founded by Mr. Ifeanyi Alex Monye with it’s Head Quarter’s. The company takes pride in the fact that it stands out amongst other network marketing companies. It has the best compensation plan, affordable and effective services, systems that keeps her customers coming back for more. When you join this company, you get more than their outstanding services.

    CONTACT NAME:- ELIZABETH TINA

    HOT LINE:+2349036369810

    ITS SIMPLE HERE !!!!!!!
    We trade with hard currency here like bit coin we make 3tripple of your donation and send you you two part and we benefit one part Example if you invest with 20k within 45mins we make profit of 60k then send 40k to you then profit 20k. This is not mmm where they merge people to donate for each other
    You pay directly to us and we credit you directly.

    https://api.whatsapp.com/send?phone=2349036369810&text=Am_in_interested_in_lavita_ricca_investment_how_do_i_register

    Note:you get credited in less than 45mins.

    CHAT US-UP IF INTEREST FILL YOUR FORM AND START EARNING

    NOTE: You can finish reading this and decide not to take the necessary actions, but the next time you want to complain about not having money, just know that you are on your own problem. ? ? ?

  14. HELLO GOOD DAY I JUST JOINED THIS PLATFORM.
    (LAVITA RICCA INT’L INVESTMENT PLATFORM )
    I invested and I have received my payment instantly, It is a unique and legitimate platform that gives you double of your investment within 45minutes and after 1hrs you can only invest 2times in a Day.
    Call or whatsapp the admin on (09036369810) to be a member
    No scam
    100% legit
    Here are the packages below:-
    20k and get 40k
    30k and get 60k
    40k and get 80k
    50k and get 100k
    60k and get 120k
    70k and get 140k
    80k and get 160k
    90k and get 180k
    100k and get 200k
    150k and get 300k
    200k and get 400k
    250k and get 500k
    300k and get 600k
    Call or whatsapp the admin on (09036369810) for registration and pledging

    BROUGHT TO YOU BY THE WESTERN UNION AND THE MONEY GRAM2020

  15. *GOOD DAY MA/SIR*

    Have you had about LAVITA TRUST FUND ?am not talking about MMM or Ponzi SCHEME

    lavita is a matrix system which give you DOUBLE of your CAPITAL back in (45min) after registration

    LAVITA PACKAGES

    ₦20,000——–₦40,000
    ₦40,000——–₦80,000
    ₦50,000——–₦100,000
    ₦100,000——₦200,000
    ₦200,000——₦400,000
    ₦400,000——₦800,000
    ₦800,000——₦1,600,000
    ₦1,000,000—₦2,000,000

    NOTE: we credit your account after 45min after registeration

    https://api.whatsapp.com/send?phone=+2349036369810.

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