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MultiChoice reiterates commitment to Nollywood ahead AMVCA 2023

By Eniola Daniel
08 April 2023   |   3:32 am
MultiChoice Nigeria has reiterated its commitment to the Nigerian film industry ahead of this year’s Africa Magic Viewers’ Choice Awards (AMVCA). The Nigerian film industry has experienced tremendous growth and impacted other African film industries, encouraging growth and investment with it success.

Busola

MultiChoice Nigeria has reiterated its commitment to the Nigerian film industry ahead of this year’s Africa Magic Viewers’ Choice Awards (AMVCA). The Nigerian film industry has experienced tremendous growth and impacted other African film industries, encouraging growth and investment with it success.

However, despite its successes, it still faces numerous challenges, including inadequate funding, piracy, and limited access to distribution channels. The advent of MultiChoice Nigeria has seen the indusry thrive as it continues to support and promot the Nigerian film industry through various initiatives.

The organisation’s commitment to the industry is evident in its investments in local content production, the development of local talent, and the provision of a platform for promoting and distributing Nigerian movies and television shows. One of its most significant initiatives is the Africa Magic Original Films (AMOF) project, launched in 2013 to support the production of original African films. Since its inception, the project has produced over 100 films, supporting the growth of local talent in the industry.

MultiChoice proves its commitment to Nollywood and African cinema through AMVCA and its ongoing investment in local content production. The entertainment industry significantly contributes to the Nigerian economy, accounting for over 1.4 per cent of the GDP in 2020.

The March Madness campaign is the most recent in a line of campaigns launched by the foremost entertainment company to support and promote the Nigerian film industry. The campaign was a one-month Nollywood celebration that highlighted the importance of supporting local productions. The campaign featured a range of exciting programming across Africa Magic channels, Urban, Showcase, Yoruba, Igbo, and Hausa. It included exclusive premieres of 40 brand new Nollywood movies, of which 14 of them were Africa Magic original films, and special broadcasts of 15 classic African movies.

One of the campaign’s highlights was the exclusive premieres of highly anticipated Nollywood movies including Now That We Are Married, a romantic comedy produced by Nigerian filmmaker Lota Chukwu, and The Last Days of Lola Sampson, a drama film by Biodun Stephen. Other movies included Jay Franklin Jituboh’s Alone and Theo Ukpa’s The Hunter as well as indigenous films – Asali Zunubi, Adele Oba and Igba Nkwu.

Another campaign feature was the special broadcasts of classic African movies such as Reggae Boys, Taxi Driver, Rush Hour, Desperate Sister, Total Crisis, White Hunters, and more.

Speaking on the campaign, Head of Content and West Africa Channels, Dr. Busola Tejumola, said: “As a brand, we’ve always been committed to telling authentic African stories, sharing the complexities of what makes us unique. The 55 movies that aired in March Madness do that – telling stories about different facets of us as Africans and our culture. Every single film exposed viewers to a new point of view. We know the producers created the movies with the best standards, and we believe that viewers enjoyed watching them.”

As the 9th edition of the AMVCA draws near, there is no doubt that MultiChoice Nigeria’s commitment to Nollywood and African cinema will continue to drive the growth and success of the industry. Ahead of the awards show, the March Madness campaign was an exciting opportunity for viewers across Africa to enjoy the best of Nollywood and celebrate the industry’s success.