Actor Francis Duru: Yoruba films dominate cinema by learning from their own

Veteran Nollywood actor Francis Duru has pointed to the success of Yoruba filmmakers as a model for Igbo creators, explaining that the dominance of Yoruba movies in Nigerian cinema and on global streaming platforms stems from a strategic focus on their own cultural narratives and market.

Duru, speaking on the Yan Content Factory YouTube channel, expressed concern over the scarcity of Igbo-centric films that showcase Igbo heritage. He contrasted this with the Yoruba industry's approach, stating, "When they say charity begins at home, that’s what has happened to the Yorubas. We need to learn from them. If you don’t protect your own, if you don’t project your own, you know, who will do it?"

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When they say charity begins at home, that’s what has happened to the Yorubas. We need to learn from them. If you don’t protect your own, if you don’t project your own, you know, who will do it?

He elaborated that Yoruba stakeholders have effectively organized themselves, mobilized capital, and intentionally protected their cultural ecosystem. Duru urged Igbo filmmakers not to resent this success but to analyze their own strategic shortcomings. "The Yorubas created an opportunity for themselves and utilised it very well for themselves. So why were you not learning? Why didn’t you see it? Because of that same concept: you think you are the big man, but you forget that there will come a time when you need to be expansive, proactive and ask yourself, ‘There is a new market space. Why am I not there?’"

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The Yorubas created an opportunity for themselves and utilised it very well for themselves. So why were you not learning? Why didn’t you see it? Because of that same concept: you think you are the big man, but you forget that there will come a time when you need to be expansive, proactive and ask yourself, ‘There is a new market space. Why am I not there?’

Duru also lamented the underutilization of prominent Igbo historical figures and rich literary traditions, noting that creators from other regions are sometimes telling these stories. He questioned the lack of cinematic adaptations of significant Igbo historical figures, stating, "We have how many great men in Nigeria? When was the last time you saw the epic of one of these great men?"

Analyzing the reasons for the disparity, Duru suggested that many early Igbo film pioneers approached production with a trader's mindset, prioritizing immediate financial gain over long-term structural expansion and artistic development. This, he believes, led to a loss of influence in the evolving film market, unlike the Yoruba industry's more cohesive and strategic approach.

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We have how many great men in Nigeria? When was the last time you saw the epic of one of these great men?