Filmmaker and CEO of Display Universal Studios, Jay Franklyn Jituboh, says the future of Nollywood depends on balancing creative storytelling with commercial success.
Speaking on Trade FM’s Breakfast Business Briefing, Jay said filmmakers must understand that filmmaking is both an art and a business. According to him, while creativity is important, producers must also consider audience appeal and profitability.
He noted that streaming platforms such as Netflix and Prime Video have expanded opportunities for Nigerian filmmakers, allowing them to tell more diverse stories without the traditional constraints of cinema releases.
Jay identified funding as one of the biggest challenges facing independent filmmakers, explaining that adequate investment improves production quality and authenticity. He added that investors should focus on returns rather than interfering with the creative process.
He also observed that today’s audiences are more exposed to global content and expect higher standards, warning filmmakers against simply copying popular trends.
Encouraging young creatives, Jay advised aspiring filmmakers to start with short films and use readily available technology to build a portfolio, stressing that investors are more likely to back proven talent.
Drawing from the success of his films Dinner and The Origin: Madam Koi-Koi, Jay said strong storytelling remains the key to connecting with both local and international audiences.
His message was clear: for Nollywood to remain competitive, filmmakers must strike a balance between art and commerce while creating authentic stories with global appeal.
