Nollywood chasing views over quality — Titilola Ajayi

Actress and filmmaker Titilola Ajayi has voiced concerns about the current direction of Nollywood, suggesting a shift towards prioritizing audience demand and digital performance metrics over the depth of storytelling. In a recent interview with Sunday Scoop, Ajayi observed that producers are increasingly "dancing to the audience’s tune" to achieve higher views and profits, a trend amplified by the proliferation of digital platforms.

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Nollywood is prioritising speed over depth in storytelling, but one wouldn’t blame producers. They are dancing to the audience’s tune and taking advantage of new media. Once one has good content, one is most likely to achieve faster and higher views, which most times amount to profit for the producer.

Ajayi explained that this focus on speed and immediate engagement often leads to stories being designed for quicker production and easier consumption. "That sometimes affects how deeply characters are explored or how layered a storyline can be, but it is the balance the industry is currently working with," she stated. This dynamic, while understandable in the context of maximizing reach and revenue, raises questions about the artistic integrity and long-term development of Nigerian cinema.

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It’s also a game of numbers, so one has to understand the direction the industry is going. In reality, stories are often designed to be quicker to produce and easier to consume, especially with the rise of digital platforms. That sometimes affects how deeply characters are explored or how layered a storyline can be, but it is the balance the industry is currently working with.

Addressing the challenges faced by female filmmakers, Ajayi offered a nuanced perspective. She suggested that while industry limitations exist, personal choices, such as marriage or individual differences, also play a significant role. However, she emphasized that intentionality and focus can overcome these hurdles. "If you are intentional about your career, ignore the noise, and perhaps have an understanding partner, then the sky becomes the starting point," she remarked, highlighting the importance of personal decisions in navigating a career in the demanding Nollywood landscape.

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I wouldn’t really say that is Nollywood’s issue. It might come down to one or two choices female filmmakers themselves have made, such as marriage choices or individual differences.