Popular Nollywood filmmaker Mildred Okwo has raised concerns about the future of the Africa Magic Viewers’ Choice Awards (AMVCA). She recently had her say via her X page, and fans have been reacting.
Suggesting that the ongoing edition could be its final outing, she noted that AMVCA might struggle to remain financially viable under the new MultiChoice ownership.
Okwo added that she doubts the new owners will be interested in shows that do not guarantee a return on investment.
Her words, “I will be very surprised if this AMVCA is not the farewell edition.
I doubt the new owners will be interested in shows that don’t make a serious ROI in the first few years of buying the business. It costs a lot of money to produce that show.”
WOW.
Nollywood is a sobriquet that originally referred to the Nigerian film industry. The origin of the term dates back to the early 2000s, traced to an article in The New York Times. Due to the history of evolving meanings and contexts, there is no clear or agreed-upon definition for the term, which has made it a subject to several controversies.
The origin of the term “Nollywood” remains unclear; Jonathan Haynes traced the earliest usage of the word to a 2002 article by Matt Steinglass in the New York Times, where it was used to describe Nigerian cinema.
Charles Igwe noted that Norimitsu Onishi also used the name in a September 2002 article he wrote for the New York Times. The term continues to be used in the media to refer to the Nigerian film industry, with its definition later assumed to be a portmanteau of the words “Nigeria” and “Hollywood”, the American major film hub.
Film-making in Nigeria is divided largely along regional, and marginally ethnic and religious lines. Thus, there are distinct film industries – each seeking to portray the concern of the particular section and ethnicity it represents. However, there is the English-language film industry which is a melting pot for filmmaking and filmmakers from most of the regional industries.
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