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‘Marketers devalue our movies’

By Ngozi Egenuka
28 December 2019   |   4:13 am
Nollywood producer, Olu Michaels, has revealed that movie marketers often devalue movie productions by purchasing them a lesser cost.

Olu Michaels

Nollywood producer, Olu Michaels, has revealed that movie marketers often devalue movie productions by purchasing them a lesser cost. He said this is prevalent, as buyers would rather not work with producers but marketers.

Speaking at a media parley in Lagos, he said, “The people we are hoping to buy movies from us, like Dstv and ROK tend not to open their doors, but would buy from marketers, who offer a reduced cost with longer time of payment, giving them an edge over us.”

“The first movie I ever made titled, Igbekele, was shot for N2.1million and before I got a marketer to buy it for N600,000. In fact, the marketer was telling me, ‘I am just doing you a favour and to encourage you.”

Michaels, who is also the CEO Forbes Global, ventured into acting two years ago and has evolved into a producer, with 13 movies to his credit.

He expressed his desire to use creativity to change the narrative where few people remain the starts in the industry.

“I’m focusing on movie production because I’m looking into changing the narrative. I don’t like the idea where each time I switch on my television, there are certain people who do a so-called English movie. Also, as a producer, each time I said I want to produce a movie, I was told: ‘If this or that person are not going to be in the movie, we won’t buy it,” he added.

Michaels, who has been a cast in Jenifa’s diary for two years, has within four months, produced movies including Like mother like son, Akaba, The journey, The Messenger and others.

He explained his passion for acting came from seeing movies, recollecting that his first experience on set was great because he didn’t repeat his scene more than twice.

A graduate of Psychology from Seaside University, he informed that he is working to have the biggest comedy movie, which would feature veteran actors.

According to him, Nigerian movie industry is making growth efforts, even as it is limited by finance, urging writers to create better scripts.

“I want to see improvement in the industry’s stories, cast, flexibility on working with unfamiliar people,” he added.

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