Ever been on streaming platforms and wondered why there are very few movies telling the stories from the eastern and southern part of Nigeria?

We had the same thought and dug in to figure out why.

WE THINK WE KNOW WHY.

I recently surveyed major streaming platforms to calculate the rate of representation for Nollywood movies from the southeast and South-South, and across major mediatech/ streaming platforms such as Netflix and Amazon Prime. I found that the numbers were quite low compared to that from their counterparts from Western Nigeria.

With indigenous movies like 7Doors, Anikulapo, Lisabi, jagunjagun, and many more indigenous Nigerian movies telling the very colourful, interesting and unique stories of history, culture and tradition in the southwest, we find that there is little or nothing of that sort happening from the eastern and the Niger delta regions on these platforms.

This is especially strange for the eastern region, which is very vibrant in the production of local movies. One would have expected that the rise of media tech and streaming platforms would avail Southeast movie producers, fondly called Asabawood, the much-needed platform to tell local stories on a global stage.

Sadly, this has not been the case, which begs the question, why? Why is the Southeast and South-south not being represented in storytelling on these platforms? Why are the storytellers, the writers, producers and filmmakers in this region not taking advantage of these tech media platforms to tell their stories to a wider audience?

Below are several reasons we believe Southeast movie producers and their counterparts in the South-South might not fully use streaming platforms to enhance their work quality:

Limited access to resources: Many producers may lack the financial resources or technological know-how to produce high-quality content that meets the standards of major streaming platforms.

Market Understanding: Some producers might not fully understand the streaming market or how to effectively market their films on these platforms. This includes knowledge about audience preferences, platform algorithms, and promotional strategies.

Focus on Traditional Markets: Asaba filmmakers have historically catered to local markets that prefer DVD Sales and television broadcasts. This focus may lead to a reluctance to adapt to the newer streaming model.

Quality vs. Quantity: There is often a focus on providing content quickly rather than investing time and resources in higher-quality productions. This can result in a backlog of lower-quality films that may not attract streaming platform interest.

Competition and Standards: The competition productions can be daunting. Asaba filmmakers may feel that their work wouldn’t stand out on streaming platforms where higher production values are expected.

Cultural Differences: The themes and storytelling styles that resonate with local audiences may not translate well to a global audience. Making producers hesitant to invest in platforms that require broader appeal.

Distribution Challenges: There can be logistical and contractual challenges in getting films onto streaming platforms, including negotiations with distributors or streaming services that may or may not be favourable for independent producers.

Lack of Collaboration: There might be a lack of collaboration between Asaba producers and tech-savvy professionals who can help bridge the gap to streaming success. Encouragingly, as the global film landscape evolves, there may be increasing opportunities for Asaba producers to explore streaming platforms.
Improve their production quality and reach wider audiences.

While the above reasons are valid, here are several strategic steps the movie producers in the afore mentioned region can take to leverage sharing local stories with global audiences.

Quality improvement: Invest in better production quality using advanced filming techniques, high-quality equipment and professional editing. Collaborations with experienced directors, cinematographers, and writers can enhance storytelling

Content Marketing: Develop a strong marketing strategy that highlights unique local stories. Use social media, trailers, and behind-the-scenes content to generate buzz and attract viewers.

Partnerships with Streaming Services*: Approach streaming platforms like Netflix, Amazon Prime, and other local services to pitch original content. Producers can negotiate deals that allow their films to be featured prominently on these platforms.

Cultural Authenticity: Focus on authentic storytelling that resonates with both local and international audiences. Highlighting cultural nuances. Traditions and local issues can create a unique selling point.

Diverse Genres: Explore various genres to appeal to different audiences. Including drama. Comedy, romance, and thrillers. This diversity can attract a wider viewership

Collaboration with Writers and Actors: Engage with talented local writers and actors to ensure the stories are relatable and well executed. Collaborations with established figures in the industry can also draw attention.

Engagement with Global Trends: Stay updated with global entertainment trends and audience preferences. Incorporating elements that resonate with international viewers can increase the appeal of local stories.

Festivals and Screenings: Participate in international film festivals to gain exposure. Winning awards or receiving nominations can enhance credibility and attract streaming platform interest.

Local Language with Subtitles: create films in local languages but provide subtitles in English and other major languages to widen accessibility and appeal.

“Feedback and Adaptation: Actively seek feedback from audiences and be willing to adapt
based on viewer preferences. Understanding what works can help refine future projects.

Building a Community: Foster a community of local filmmakers, writers, and actors to share resources, knowledge and support. This can lead to collaboration and innovation.

By implementing these strategies, the movie producers in the southeast and the south south can effectively utilise streaming platforms to not only increase profitability but also tell indigenous stories to a global and more diverse audience.

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