The average West African knows that the stamp of a classic Nollywood production is circular storytelling accompanied by poor CGI and a folk soundtrack reiterating the entire narrative. Even with these less-than-ideal markers, the African diaspora contributes significantly to viewership of old Nollywood movies on YouTube and other streaming platforms.
Economics 101 teaches that demand drives supply. In Canada, like everywhere else, this rule applies even to Afro descendants and their growing desire for Nollywood films, movies and theatre.
The Platform Exists and Is Under Construction
Very much like afro music, global investors have taken a shine to Nollywood. This is indicated by Netflix and Amazon Prime pouring resources into original content out of Nigeria, before their retreat in 2025. From production to storytelling, scriptwriting, directing and acting, Nollywood has seen an immense uptick in quality across the board. These efforts have not only been recognized by streaming platforms but also awarded by Canadian initiatives.
Screening at this year’s Toronto International Film Festival (TIFF) is “My Father’s Shadow” and 5 other Nollywood movies. Two notable offshoots of TIFF are Toronto International Nollywood Film Festival (TINFF) and Brampton International Nollywood Film Festival (BINFF). Since 2021, TINFF and BINFF have screened, recognized and awarded creative work on Nollywood short films, movies, dramas, animations and documentaries.
The Cogs in the Machine
Although strides are being made to incent the Canadian market for Nolly projects, there’s still many bridges to cross. One of which is movie distribution particularly to cinemas. In the past few years, projects such as “Farmers Bride”, “Eyimofe”, “Juju Stories” and “Everybody Hates Jenifa” had incredible market receptions. Unfortunately, productions of this quality and caliber hardly show in Canadian cinemas. They make it to streaming only after 6-18 months from initial release.
Yes, you can view them earlier if you’re willing to spend on film festivals that you may not hear about on time or at all but I’d argue that the African diaspora will spend the coin if the supply meets them at the theatres.
With that said, Nollywood is at home as well. Currently, the bulk of Nolly movies streamed and viewed are imported from Africa but so are the immigrants here. Passionate creatives like Omoni Oboli, Anjysworld production and Auskarr B. Studios have put down roots in Canada and are ready to bring Nollywood to you.
“Cho Cho Cho” — Show Working!
A common dilemma that plagues the Afro immigrants and descendants in Canada, is the lack of connection to the homeland. Dare I say, that participating in the growing Nollywood community is a possible avenue to find that link.
You can watch and support local Nollywood series like “Naija Wives of Toronto”. Further west of the GTA, budding cinephiles at DigiMillenials curate Afro-centred watch parties in the GRT region. Get involved by volunteering and registering for the recurrent AfroNights Watch Parties.
If your passions lie in directing, producing, acting, etc you can join communities like Nollywood Ark Canada amongst many other social media groups.
Taking a page out of an old Hollywood playbook, kids can be groomed to consider a career in the Canadian branch of Nollywood. They don’t have to relocate to their African countries of origin to be a part of the culture and appreciate their roots.
