Mr. Temitope Ajayi, Senior Special Assistant to President Bola Tinubu on Media and Publicity, has called on Nollywood filmmakers to use their craft to promote positive national narratives that highlight Nigeria’s shared history and achievements.
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He made the call in his keynote address at the ongoing 22nd Abuja International Film Festival (AIFF), themed “From Script to Nation: The Role of Film in Shaping National Identity.”
Ajayi noted that in today’s globalised world, film serves as a vital tool for nations to project and shape their identity, underscoring the importance of understanding its power and influence.
He emphasized that Nigeria is rich with stories capable of inspiring national identity, pride, and hope that can be effectively showcased through film.
Ajayi also urged Nollywood to draw inspiration from Bollywood, which reflects India’s diverse society of religions, languages, and cultures, and from Hollywood, which celebrates American heroism. “It is important to stress at this point that film or cinema, as the case may be, has become more than just a medium of entertainment.
“It has become a veritable tool for cultural identity, cultural decolonisation, and most of all, for diplomacy and for shaping a nation’s identity, including showcasing its language, fashion, food, and other goods.
“I remember most of us here believing we all wanted to go to Japan or dream of traveling to any part of Europe or North America.”
“It’s because of what we saw in American films when we were growing up; we saw New York and other places that look so fascinating, and we aspire to live and work in those environments.”
“So, I think that is a lesson for us as filmmakers, as we are telling our stories through our film, we should tell the story of the best of our country, our national heroes and icons,” he said.
Ajayi said Nollywood films should also serve as marketing tools to promote Nigeria’s rich tourism potential by showcasing its diverse landscapes, vibrant culture, and heritage.
He noted that films possess the power to inspire travel interest by creating positive and lasting impressions of destinations, shaping public perception, and boosting the desire to visit. “I think this is one area Nigerian filmmakers also need to work on; let’s begin to show many parts of our country as destinations for tourism.”
“It will also make filmmakers from outside Nigeria to come and shoot their movies in the country,” he said.
The festival, which began on Thursday and will run until Monday, brings together actors, filmmakers, regulators, and other industry stakeholders from around the world.
NAN/Oluchi