News / Arts & Entertainment

Nigeria's Film Industry Enters S. African Market

The movie "Covenant of the Ancestors" is shot in the creeks of Sagbama near Yenagoa in the volatile Niger Delta region of Nigeria August 14, 2006.
The movie "Covenant of the Ancestors" is shot in the creeks of Sagbama near Yenagoa in the volatile Niger Delta region of Nigeria August 14, 2006.
Nigeria turns out full length feature films at a rate second to only India. Nollywood, the movie-making industry of Nigeria - known for shoe-string budgets and lax editing - is now maturing in quality and looking to expand its reach. iROKOtv, a website that streams movies and also a DVD distributor, has just entered the South African market - hoping to gain new interest, new customers and establish a strong African foothold for Nollywood films outside of Nigeria.

At the C.C. African Shop and Supermarket in central Johannesburg, there is a stand full of iROKO-branded Nollywood movies set up next to a heavily fortified cash register.

Charity Udeze, the shop’s owner, says iROKO approached her to sell its movies because the neighborhood has a lot of Nigerian immigrants and she keeps her shelves full of Nigerian beans and plantains not always found in Johannesburg shops.

"They came and approached us that we should advertise it and sell it for them…. They have sold many of it anyway. From here we have sold up to 50 pieces," she explained.

iROKO has offices in Lagos, London and New York - all places where it has a significant customer base. But now the company has turned its hopes to South Africa.

"In general yes, we want to grow everywhere," admitted Genevieve Dumorne, the director of the new Johannesburg office for iROKO.

"The continent is definitely our growth strategy, like where we would like to make an imprint, and then have people come to know our name. And also come to know our products…. So South Africa is one of the first places outside of Nigeria that we would like to grow that base."

iROKO opened offices in Johannesburg in January and launched a DVD distribution operation in June.

The Nigerian movie business, Nollywood, turns out more 1,000 movies a year. The movies are shot on small budgets and are notoriously lengthy, dealing with issues like greed, faith, relationships and crime.

The South African market isn't brand new to Nollywood movies, but the often pirated movies have usually been hawked by street vendors or streamed online through iffy websites.

Dumorne said that's where iROKO is hoping to make its name.

"What we did bring to the table is the higher level of quality," Dumorne noted. "If you go to our website it's not going to be some shady Nigerian website that you are afraid to watch because it will download malware or spam on your computer."

The company is following the models of the popular American sites Netflix and Hulu, which stream television shows and movies online.

But in order to do that, iROKO made some changes to its strategy.

South African Internet can be slow, expensive and unreliable. So the company is offering up DVDs of the movies usually set behind the site's paywall, in hopes of enticing South African customers to become Nollywood fans.

The DVDs are edited down from a three to five hour length to about two hours, something more digestible for someone new to the Nollywood phenomenon, Dumorne explained.

At CC African Shop, Udeze said the clientele isn't just Nigerian.

"South Africans, they love it a lot… Even if they are not Nigerians. South Africans, they love watching them, they do buy them," she said.

For Nollywood, that's good news.

You May Like

Multimedia Obama Defends Immigration Action

Obama says with his executive action on immigration, enforcement resources will be focused on 'felons, not families; criminals, not children' More

US-Led Airstrikes in Syria Kill Over 900: Monitoring Group

British-based Syrian Observatory for Human Rights says the toll includes more than 50 civilians, five of them women and eight of them children More

Report: Obama Broadens US Combat Role in Afghanistan

The New York Times says resident Barack Obama has signed a classified order extending the role of US troops in Afghanistan for another year More

This forum has been closed.
Comments
     
There are no comments in this forum. Be first and add one

Featured Videos

Your JavaScript is turned off or you have an old version of Adobe's Flash Player. Get the latest Flash player.
New Skateboard Defies Gravityi
X
November 21, 2014 5:07 AM
A futuristic dream only a couple of decades ago, the hoverboard – a skateboard that floats above the ground - has finally been made possible. While still not ready for mass production, it promises to become a cool mode of transport... at least over some surfaces. VOA’s George Putic reports.
Video

Video New Skateboard Defies Gravity

A futuristic dream only a couple of decades ago, the hoverboard – a skateboard that floats above the ground - has finally been made possible. While still not ready for mass production, it promises to become a cool mode of transport... at least over some surfaces. VOA’s George Putic reports.
Video

Video Falling Gas Prices Impact US Oil Extraction

With the price of oil now less than $80 a barrel, motorists throughout the United States are benefiting from gas prices below $3 a gallon. But as VOA’s Kane Farabaugh reports, the decreasing price of petroleum has a downside for the hydraulic fracturing industry in the United States.
Video

Video Tensions Build on Korean Peninsula Amid Military Drills

It has been another tense week on the Korean peninsula as Pyongyang threatened to again test nuclear weapons while the U.S. and South Korean forces held joint military exercises in a show of force. VOA’s Brian Padden reports from the Kunsan Air Base in South Korea.
Video

Video Mama Sarah Obama Honored at UN Women’s Entrepreneurship Day

President Barack Obama's step-grandmother is in the United States to raise money to build a $12 million school and hospital center in Kogelo, Kenya, the birthplace of the president's father, Barack Obama, Sr. She was honored for her decades of work to aid poor Kenyans at a Women's Entrepreneurship Day at the United Nations.
Video

Video Gay Evangelicals Argue That Bible Does Not Condemn Homosexuality

More than 30 U.S. states now recognize same-sex marriages, and an increasing number of mainline American churches are blessing them. But evangelical church members- which account for around 30 percent of the U.S. adult population - believe the Bible unequivocally condemns homosexuality. VOA's Jerome Socolovsky reports that gay, lesbian, bisexual and transgender evangelicals are coming out. Backed by a prominent evangelical scholar, they argue that the traditional reading of the bible is wrong.
Video

Video Ebola Economic Toll Stirs W. Africa Food Security Concerns

The World Bank said Wednesday that it expects the economic impact of the Ebola outbreak on the sub-Saharan economy to cost somewhere betweenf $3 billion to $4 billion - well below a previously-outlined worst-case scenario of $32 billion. Some economists, however, paint a gloomier picture - warning that the disruption to regional markets and trading is considerable. Henry Ridgwell reports from London.
Video

Video Mexico Protests Escalate Over Disappearances

Protests in Mexico over 43 students missing since September continue to escalate, reflecting growing anger among Mexicans about a political system they view as corrupt, and increasingly tainted by the drug trade. Mounting outrage over the disappearances is now focused on the government of President Enrique Pena Nieto, accused of not doing enough to end insecurity in the country. More from VOA's Victoria Macchi.
Video

Video US Senate Votes Down Controversial Oil Pipeline - For Now

The U.S. Senate has rejected construction of a controversial pipeline to transport Canadian oil to American refineries. The $5 billion project still could be approved next year, but it faces a possible veto by President Barack Obama. As VOA’s Michael Bowman reports, the pipeline has exposed deep divisions in Congress about America’s energy future.
Video

Video Can Minsk Cease-fire Agreement Hold?

Growing tensions between government troops and separatists in eastern Ukraine further threaten a cease-fire agreement reached two months ago in the Belarusian capital of Minsk. Critics of U.S. policy in Ukraine say it is time the Obama administration gives up on that much-violated cease-fire and moves toward a new deal with Russia. VOA's Scott Stearns has more.
Video

Video Chaos, Abuse Defy Solution in Libya

The political and security crisis in Libya is deepening, with competing governments and, according to Amnesty International, widespread human rights violations committed with impunity. VOA’s Al Pessin reports from London.
Video

Video US Hosts Record 866,000 Foreign Students

Close to 900,000 international students are studying at American universities and colleges, more than ever before. About half of them come from Asia, mostly China. The United States hosts more foreign students than any other country in the world, and its foreign student population is steadily growing. Zlatica Hoke reports.
Video

Video Ferguson Church Grapples with Race Relations

Many white residents of Ferguson, Missouri, say they chose to live there because of the American Midwest community's diversity. So, they were shocked when a white police officer killed an unarmed black teenager in August – and shaken by the resulting protests and violence. Some local churches are leading conversations on how to go forward. VOA’s Ayesha Tanzeem reports.

All About America

AppleAndroid

New in Music Alley

Soul Lounge

Avery Sunshine is known for her irresistible combination of soul, jazz and gospel influences. She’s traveled the world entertaining audiences with her powerful voice, inspiring lyrics and infectious spirit. She joins host Shawna Renee on "The Soul Lounge" to perform and share the stories behind her new album, "The Sun Room."