Yinka Ade-Aluko, the Chief Executive at Doodle-Film Hub Ltd., has disclosed that the cost of watching a movie in Nigeria is the most expensive in the world, rendering it unattainable and out of reach for the average Nigerian. During an interview with the News Agency of Nigeria (NAN) in Abuja, Mr Ade-Aluko conveyed his apprehension regarding the exorbitant price of cinema tickets in Nigeria, deeming it as unacceptable.
As per Mr Ade-Aluko, the research conducted by Doodle-Film Hub Ltd. divulged the average cost of a movie ticket in Nigeria to be equivalent to two days’ earnings for an average Nigerian, given the monthly N30,000 minimum wage. This stands in stark contrast to Hollywood and Bollywood, where movie tickets only amount to about an hour of their daily wages. He emphasized the difference in ticket prices, attributing it to the failure to align the Nigerian cinema industry with the country’s economic realities and the needs of the people.
Citing specific examples, Mr Ade-Aluko pointed out that despite Nigeria’s large population, only a fraction of the market size has been able to access and afford movie tickets. He highlighted the case of Funke Akindele’s ‘A Tribe Called Judah’, which attracted less than 0.5 per cent of the population, in comparison to Hollywood and Bollywood where successful movies garner around 35 per cent of the population.
Furthermore, Mr Ade-Aluko criticized the cinema industry for its inability to attract filmmakers and adequately reward actors. He lamented the high production budgets and overpriced movie tickets, which have led to a situation where significant movie releases struggle to break even. He also highlighted the industry’s focus on elites and the middle class, neglecting the larger youth market, and its reluctance to embrace new ideas and young talents.
In response to these challenges, Doodle-Film Hub Ltd. aims to revolutionize the Nigerian cinema industry by making access to movies more democratic and decentralized. The company plans to introduce a mass production and mass consumption model of cinema through the mobilization of the youth. Mr Ade-Aluko expressed optimism about the future of the Nigerian film industry as Doodle-Film Hub Ltd. prepares to launch Nollywood’s largest investment intervention to date.
As the Nigerian cinema industry confronts significant challenges, Mr Ade-Aluko’s insights shed light on the urgent need for reform and innovation. With efforts to make cinema more affordable and accessible, it is hoped that Nollywood can fulfill its potential and reach a broader audience.
In conclusion, the findings shared by Yinka Ade-Aluko offer valuable perspectives on the state of the Nigerian cinema industry and the opportunities for transformation. As the industry evolves, it is essential to address the issues of affordability and inclusivity to ensure that all Nigerians can enjoy the magic of the big screen.
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