“A film industry will only exist in a country on a big scale if it has a star system”
– Quentin Tarantino
Before anything, I’d like to establish one specific presupposition which is that I believe that humility is a virtue. I believe that humility can never be overrated. I believe that humility should come from within for each individual. And I definitely believe that lack of humility, i.e. pride, definitely comes before a fall
Now to the matter at hand, anyone that says something as ridiculous or equivalent to “stars are not important” are one of three things: either he/she is living in an alternate universe, or he/she did not think before they spoke, or they are pathetic liars. And this is why. Think of any movie industry. First one that comes to mind is Hollywood, secondly Bollywood and if you keep on thinking maybe Chinawood (or whatever it’s called). What do all these industries have in common? It’s not just the -wood at the end of their names but celebrities. Hollywood wasn’t exactly the first to start making movies, neither was it the last. Before and till now, Europeans made movies.
But how come European movies are not considered as big as American movies? It’s obviously not because they don’t have the equipment or they’re not learned enough, as most would accuse Nollywood of being, it’s because they have celebrities. Not all actors are celebrities and you find that in most European nations actors think of it as a job, which it is, they go to work, they go home, they do what they do, people watch the movies if they do, but there is no urge to watch that movie.
In contrast let’s examine maybe Hollywood, people watch a movie because it is a Tom Cruise movie, it’s an Angelina Jolie film, Quentin Tarantino directed it. There’s that sense of adoration, people follow these stars, people adore these stars, therefore a movie featuring these stars can cash in on that love to promote a movie. If that love is absent then we’d have to find a whole different system of advertising. And as Mr. Tarantino mentioned above, there really isn’t a more efficient manner of advertising than the star system.
Are they celebrities because they are celebrated or are they celebrated because they are celebrities?
Ideally, it should be that people are celebrities because they are celebrated and they are celebrated for something in particular. But unfortunately, in the society we live in filled with Paris Hiltons and Kim Kardashians many are simply celebrated because they are celebrities.
However, in the film industry I strongly believe that things should operate in a cyclical pattern that must begin with celebrities being celebrities because they are celebrated. Celebrated for their talent, celebrated for their work.
And then we can proceed to celebrating them because they are celebrities. This second part is the part that should ideally help the industry because the adoration and veneration from fans has no boundaries and knows no borders. If the audience considers a person a celebrity, then they celebrate them worldwide. And if you celebrate an individual, and you ardor an individual, then you follow an individual which means you watch their movies.
Is a star necessary in every movie?
Yes! Although most would say a no, I believe the answer is a glaring yes. There’s a difference between a person picking up a camera and making a movie and a movie being Nollywood. You have to bounce off some sort of celebrity power, even if you make a movie filled entirely with new faces, someone still has to be a celebrity. Either you get a guest appearance from a celebrity that you can sell the movie with or you fill the premiere with celebrities that you can promote the movie with. And of course, the actor is not the only celebrity in a movie, the director could be the celebrity but celebrities are needed either way
How is the star system relevant for Nollywood?
We already have a sort of star system going consciously or unconsciously. We watch movies because Genevieve is in them or Mercy Johnson or even Tonto Dikeh. There are some Nigerian actors that command star power yet cannot act and this is how you know that we definitely operate on the star system. Fortunately, the risk for Nollywood is not whether or not it appears as though we will be foregoing the star system anytime soon, rather it’s the manipulation of the star system that appears scary. Which brings us to the next question…
Can star power make a movie good?
And the answer is a resounding No! We’ve made many movies in Nollywood that have reemphasized this point. We know how to use our stars to promote our film but sometimes we simply manipulate the star power accessible to us in very annoying manners. Example: Weekend Getaway. A collection of stars from all angles, yet an absolute failure of a movie.
In fact, for most people paying attention to the industry it seems to be the wiser choice to run away from any movie with too many stars because it’s almost always an indication that the movie has no story so the actors were used as a buffer. That is to say, that all the money in the movies’ budget was used to hire the actors and nothing else. This is not always the case but it’s becoming true of every other star-studded movie which is a scary phenomenon if we intend to stay relevant as an industry.
Why? Because star power should sell a movie. Therefore, star power is in some way selling the industry to the world but if we begin to avoid movies running entirely by star power then eventually it’s going to lose its appeal. And if it does, our industry also risks loosing her appeal.
What is the future for the star system in Nollywood?
Like it or not, one day will come when the likes of Genevieve will have to resign to character roles or supporting roles because age will happen and a 50 year old can only be lead for so few scripts. It happened to Liz Benson, it will happen to you. We have to pay attention to the new generation of Nollywood and fortunately they are steadily rising with the likes of OC Ukeje and Ivie Okujaye amongst many others.
I believe that the future should consist of a combination of two things in equal amounts: talent and publicity. For there have been one too many phenomenal actors who slipped through the cracks for lack of publicity. Not everyone will be Mercy Johnson and be able to garner your own publicity by doing a couple lewd roles in the beginning and then following it up with a massive overhaul of movies annually. I say hire a PR agent, and a hire a good one.
Unfortunately, there are also those actresses like Beverly Naya who really can’t act to save their lives yet are constantly publicized in the media. Having overhyped non-actors or talented recluses is not going to take our industry anywhere.
INSIDE NOLLYWOOD
This is the second in the inside nollywood series, up next – The Brand Nollywood
Inside Nollywood: The Audience Split
Inside Nollywood: Censored!
Dear NR don’t mind me o I am just trying to get familiar with these fresh talents.. Thx for the names and yes U r right after googling Okawa yes she is indeed the one am talking about .. I just realised I have watched a couple other stuff from her. She is really promising as well as Ivie and Adesua. Funny thing is these as well some other good new ones are not busy bodies in the media I like that but in the long run I hope they get good PRs to boost them so our Nollywod can have something good to look forward to 🙂 my two cents lol thx again NR
True talk .. I really miss old Nollywood Remy Jes, OJ productions etc even Tchidi chikere only that he has not Impressed me these recent years not sure wats happening but let’s hope. It’s great Rita has reinvented herself and is doing good, I only wish and always rooted for dear Genny because she is living on a past decade’s glory. We need better movies from her coz her very few choices in recent years did not do it for me.all the same I hope it gets better coz one never knows what truly goes on in the industry we just look at from outside as an audience. I am a big supporter of Nollywood movies and I have spotted a few new people doing good or showing room for progress like blossom, the black silhouette movie girl, oh I recently watched Iyore the new dark skin girl there don’t know her name but she too caught my attention playing 3 characters and the fair skin girl in knocking on heavens door. Sorry oh not familiar with their names yet. So far at least all hope is not lost but yet again let’s hope lol.Thank u NR I love these articles it’s all for a better Nollywood.
Thanks Nkem. Lol the black silhouette girl is Ivie Okujaiye. For Iyore, I haven’t seen it but I think you’re referring to Okawa Shaznay. And the girl from KOHD is Adesua Etomi.
Very good point. Nollywood is providing us some very interesting new talents.
Genny hasn’t played any challengin role in the past two years, she’s got wide appeal based on her previous performance. As for RAA, I tink ever since Emem Isong left RJP, her movies have been full of disappointment. I remember movies like private sin, critical decision, emotional crack, gmp, gwp and the likes, that was wen Emem was writing movies, but in her present RAA, I’m sorry she hardly delivers well. Weekend gateaway, though my queen Genny was part of the cast, i didnt bother abt it, cos i knew somehw it wont live up to expectation
True! I may i have been too harsh on Genevieve btw, she is a smashing actress! just so fraustrating these past few year….I actually prefer the “old Nollywood” to this one. Lets face it, most of the movies out there in cinemas are rubbish anyways… and Royal Art Academy is a complete dissapointment, all the do is produce “wishy washy” story-lines and hope actors will sell the movie with the help of glossy premieres. That is all!…
Bring back Remmy Jes, Infinitity Merchant Ltm, Ulzee Nigeria Ltm, P-Collins production (their movies were amazing under the guidance of Tchidi Chikere), Cosnoris Ltd… Etc.. What we have now is rubbish with exception of few ones..
Lol it seems now adays all royal art academy movies are an attempt to turn all models/retired models into actors
Good article but you overrate Genevieve far too much! She is not as good as you give her credit for.. Speaking of which, isn’t she passing away already? When last has she done close to a decent movie? Weekend Getaway was just simply a disaster (Btw, it appears you have seen it, why haven’t you reviewed it then?) and don’t even get me started on Mirror Boy. Having said that, i agree that actresses like Genevieve and Tonto Dikeh have that star power and for me the “star quality” covers up for the most of the time below par acting (especially in Tonto’s case)
The likes of Omotola, Nse Etim, Rita Dominic, Kate Henshaw, Bimbo Akintola have the screen presence, (what you call ‘star quality’) and can really act. These days i think having the star quality is received better than acting itself and that is why the likes of Tonto would sit down today and call herself a successful Nollywood Actress.
Final thing i would like to say i think its important for actors to strive to get better. Genevieve has regressed so bad compared to say 10 years ago. If i were to cast an actress for a challenging role today, she would be the last name on my mind in all honestly (Perhaps, she’s relying on her star power?). Omotola Jalade, Mercy Johnson and Rita Dominic have continued to grow and kudos to them, as for the up-comings, i don’t really see any future unfortunately, maybe that’s why lesser movies are being produced.
Hey Paul,
Thanks for your comment. You have a very good point, in fact I agree with all of what you said. However, I do not overrate Genevieve as you said. I don’t think she’s that great of an actress, especially in recent times, however you must admit that if any one actress in Nollywood has the celebrity appeal down it is her… or Tonto.
Unfortunately in Nollywood it’s beginning to seem like the celebrity status greatly outweighs actual acting talent