Step Aside, L.A. and Bombay, for Nollywood

In the Surulere district of Lagos, Nigeria the lure of the silver screen beckons aspiring actors and actresses. Quickly assuming the role of the African counterpart to Bombay’s Bollywood and L.A.’s Hollywood, “Nollywood” represents a trend towards the globalization of the entertainment industry. Once Nigeria began exporting its blockbuster films throughout Africa, the market soared, producing revenues estimated at $45 million a year. The annual income has created booms in individual salaries as well. A top actress may average $4,000 per movie – a salary unheard of only six years ago and one that rarely reaches the homes of the average working Nigerian. Actors are not alone in their quest for quick cash – a sub-industry composed of bootleggers and individually-run movie centers has emerged to capitalize on high demand. Large salaries coupled with the appeal of fame have led to shifting cultural standards in Nigeria. Years prior to the industry’s success, Nigerians negatively perceived actors and actresses. Now, the craft and its apprentices are held in much higher esteem. With Hollywood at the helm of the global entertainment industry, influencing standards with its ubiquitous blockbusters, areas such as Nigeria and Bombay are lured onto the red-carpet. For the Surulere district, the path to success may be just around the corner. - Yale Global