Nigerian film industry prioritizes popularity over production standards, says Titilola Ajayi

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Actress and filmmaker, Titilola Ajayi, has shared her perspective on the quality of stories currently being told in Nollywood.

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Speaking in an interview with Sunday Scoop, Ajayi said Nollywood’s current production culture is increasingly driven by audience demand and digital performance metrics, which she believes have influenced storytelling approaches.

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“Nollywood is prioritising speed over depth in storytelling, but one wouldn’t blame producers. They are dancing to the audience’s tune and taking advantage of new media. Once one has good content, one is most likely to achieve faster and higher views, which most times amount to profit for the producer.

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“It’s also a game of numbers, so one has to understand the direction the industry is going. In reality, stories are often designed to be quicker to produce and easier to consume, especially with the rise of digital platforms. That sometimes affects how deeply characters are explored or how layered a storyline can be, but it is the balance the industry is currently working with.”

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Asked if the challenges female filmmakers face in Nollywood are due to industry limitations or personal choices, she said, “I wouldn’t really say that is Nollywood’s issue. It might come down to one or two choices female filmmakers themselves have made, such as marriage choices or individual differences.

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“But if you are intentional about your career, ignore the noise, and perhaps have an understanding partner, then the sky becomes the starting point. At the end of the day, a lot of it is about personal decisions and how much distraction you allow.”

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