Abuja: 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), themed ‘From Script to Nation: The Role of Film in Shaping National Identity.’
According to News Agency of Nigeria, 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. Ajayi emphasized that in an increasingly globalized world, films have become a powerful tool for nations to construct and communicate their identity, underscoring the need to understand their influence. He highlighted Nigeria’s 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. He stressed that film or cinema has become more than just a medium of entertainment; it is a tool for cultural identity, decolonization, diplomacy, and shaping a nation’s image. Ajayi reminisced about the influence of American films, which create aspirations to live and work in environments like New York, encouraging filmmakers to tell stories of Nigeria’s best aspects, heroes, and icons.
Furthermore, Ajayi suggested that Nollywood films should serve as marketing tools to promote Nigeria’s rich tourism sector by showcasing its unique landscapes, culture, and heritage. He noted that films have the power to influence potential visitors’ desires to travel by creating positive and memorable images of a location. He called on Nigerian filmmakers to highlight the country’s various regions as tourism destinations, potentially attracting international filmmakers to shoot their movies
in Nigeria.
Earlier, Mrs Temitope Duker, Festival Director of AIFF, told the News Agency of Nigeria on the red carpet that the 22nd edition marks a major milestone, as the festival has evolved from humble beginnings into a global brand. She revealed that a total of 1,687 entries from 87 countries were received for this year’s edition of the annual film fiesta, with 71 exceptional films selected to screen and compete for awards, alongside several panel discussions and masterclasses.
Duker added that for this year, there is a special mention category to acknowledge films that, despite not making it into the nominations, deserve recognition. The Abuja International Film Festival serves as an annual platform for showcasing films, actors, and producers within and outside Nigeria, fostering interactions for co-production, distribution, and investments. The festival is affiliated with several renowned international film festivals, enhancing its global reach and impact.