By Joshua Olomu
Mr Temitope Ajayi, Senior Special Assistant to President Bola Tinubu on Media and Publicity, has urged Nollywood filmmakers to use their craft to promote positive national narratives that reflect Nigeria’s shared history and triumphs.
Ajayi made the call in his keynote address at the ongoing 22nd Abuja International Film Festival (AIFF) with the theme, “From Script to Nation: The Role of Film in Shaping National Identity.”
The 2025 edition of the festival, which began on Thursday and will end on Monday, brings together actors, filmmakers, regulators, and other stakeholders in the global film industry.
He said that in an increasingly globalised world, films have become a powerful tool for nations to construct and communicate their identity, underscoring the need to understand their influence.
According to him, Nigeria has countless stories that foster a sense of national identity, pride, and hope, which can be amplified through film.
Ajayi urged Nollywood filmmakers to emulate Bollywood, which showcases India’s diverse religions, languages, and cultures, and Hollywood, which projects 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 Nollywoof films should also be used as marketing tools to promote Nigeria’s rich tourism sector by showcasing its unique landscapes, culture, and heritage
According to him, films have the power to influence potential visitors’ desire to travel, as they create positive and memorable images of a location, shaping public perception and increasing interest in visiting.
“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.
Earlier, Mrs Temitope Duker, Festival Director of AIFF, told the News Agency of Nigeria (NAN) on the red carpet that the 22nd edition marks a major milestone, as the festival has evolved from humble beginnings into a global brand.
According to her, a total of 1,687 entries from 87 countries were received for this year’s edition of the annual film fiesta.
She said 71 exceptional films had been selected to screen and compete for awards during the festival, alongside several panel discussions and masterclasses.
“For this year we have a special mention which we have never done before at the Abuja International Film Festival.
“One of the reasons why we’re having a special mention this year is also because we realised that there are some films that are very good.
“Unfortunately they didn’t make it into the nominations. and yet we still wanted to at least give some credit to the filmmakers,” she said.
NAN reports that Abuja International Film Festival is an annual fiesta where films, actors, producers within and outside Nigeria are showcased to foster interactions for co-production, distribution, and investments.
The festival is affiliated to the Durban International Film Festival, Dahlegona International Film Festival, Georgia International Film Festival, Commonwealth International Film Festival, and other renowned Film Festivals. (NAN)
Edited by Joseph Edeh
