The Minister of Art, Culture, Tourism, and the Creative Economy, Hannatu Musa-Musawa, is set to launch “Screen Nigeria” at the prestigious Cannes Film Festival, marking a significant step in promoting Nigeria’s film, television, and audiovisual industry on the global stage.
The initiative will be introduced under “Nigeria Everywhere”, Nigeria’s official cultural and tourism promotion brand, as part of a broader effort to position the country’s creative sector for international recognition and investment.
A Platform for Nollywood’s Global Expansion
“Screen Nigeria” is designed to celebrate and amplify Nollywood’s impact by fostering collaboration, innovation, and storytelling that reflect Nigeria’s rich culture and talent. The platform will serve as the nation’s voice in international film markets, highlighting its latest productions and driving discussions on industry trends.
According to Barrister Musa-Musawa, the initiative is a strategic move to strengthen Nigeria’s audiovisual sector.
“Cinema holds a special place in any nation’s cultural and artistic landscape. Its ability to cut across boundaries and connect diverse people while giving them the voice to tell their stories has made it a mainstay of human existence for decades. With ‘Screen Nigeria,’ we are looking to turbocharge the growth experienced in recent years by our audiovisual sector, elevating it to be globally competitive while also opening up new frontiers, such as animation, for the local market.”
A Global Presence with a Dedicated Pavilion
As part of the initiative, the Nigerian Pavilion will be deployed at international film festivals and markets, serving as a hub for industry stakeholders. It will coordinate national representation, showcase Nigerian films, television productions, and animation, and attract foreign investment in the sector.
Key objectives of “Screen Nigeria” include:
- Promoting Nigeria’s audiovisual industry to enhance global visibility and access.
- Positioning Nigeria as a prime destination for film production.
- Attracting Foreign Direct Investment (FDI) by showcasing Nigeria’s talent, tax incentives, and production capabilities.
- Establishing Nigeria as a hub for outsourced audiovisual work, including post-production, animation, and game creation.
Upcoming Global Engagements
The “Screen Nigeria” initiative will feature prominently at major global film events, including:
- Marché du Film / Cannes Film Festival (Cannes, France)
- Toronto International Film Festival (Toronto, Canada)
- African International Film Festival (Lagos, Nigeria)
- Zuma International Film Festival (Abuja, Nigeria)
- Red Sea Film Festival (Jeddah, Saudi Arabia)
Tying into the “Nigeria Everywhere” Vision
“Screen Nigeria” aligns with Destination 2030, a vision under the “Nigeria Everywhere” initiative aimed at driving Nigeria’s creative economy to new heights. The program targets job creation, increased GDP contribution, and global recognition for Nigerian talent across various creative fields, including film, music, arts, and fashion.
The Federal Executive Council officially adopted “Destination 2030: Nigeria Everywhere” on February 4, 2025, as Nigeria’s Global Soft Power and Tourism brand, reinforcing the country’s commitment to becoming a leading force in the global creative industry.
With this initiative, Nigeria is showcasing its cultural assets and actively shaping its place as a powerhouse in the international film and entertainment industry.
