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How Nollywood Demarkets Nigeria to the World

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By Reno Omokri

Nollywood, the Nigerian movie industry, is by and large the brain work of people of Ndi’Igbo origin. The official birth of Nollywood can be traced to the movie, Living in Bondage, which is now studied around the world as a unique vehicle that launched a whole industry.

It was written, directed, and starred an all Igbo cast. And very little has changed since the birthing of the industry. The Igbo still dominates Nollywood. However, a weapon is only as good as the wielder.

Ndi’Igbo should have used Nollywood the way the Yoruba are using the media. Sadly, Nollywood actually works against them. It makes others perceive the Igbo, wrongly, as ritualists. It makes people wary of the Igbos in politics and business. Nollywood has been a great disservice to the Igbo nation.

Ndi’Igbo saw Nollywood as a money maker. They failed to see it as a game-changer. And now, the damage that it has done to them, within Nigeria, and to the larger Nigerian society outside Nigeria, is almost unquantifiable.

The mistake Igbos made, which the Jews in Europe and America did not make, is that they focused only on dominating Nigeria’s commercial sector, and forgot the media.

The media is like airpower. Once you have it, no one will mess with you! Why? Because the collateral damage to them will be more than their attack on you. And only a mad man fights a war he knows he is going to lose.

You use your control of the economy to reward your friends and use your power over the media to punish your enemies. Carrot and stick, that is what makes the world go round. How do you think Orji Kalu got his release? Because he is the only Igbo man that controls a national media (Daily Sun).

However, let us talk about the larger damage that Nollywood has done, not just to the Igbo, but to Nigeria.

I have been to many African and Caribbean countries. Once they know you are Nigerian, many become wary. Not because of 419. But because of juju. Nollywood has conditioned them to see all Nigerians as fetish juju people. We did this to ourselves!

True story: in 2011, Kanayo O Kanayo and I were walking in San Francisco. An American lady recognised him. I brought out my camera, thinking she wanted a photo. She screamed and said ‘you want to use my photo for juju’! That is what Nollywood has done to us!

Nollywood is itself more racist than even White Supremacists. Take Nollywood, for instance. The typical movie consists of painting African culture as fetish and evil. Then the hero goes to church and defeats the African evil. We hardly project our own cultures positively.

When I was a child, I watched Tales by Moonlight on NTA which used African culture to teach moral lessons to children in a fun manner. I remember Auntie Nkem with Nostalgia. Nollywood should learn from her. Project African culture positively.

You will never see a Bollywood movie project Indian culture the way Nollywood movies project African culture. Many of us fell in love with India and Indians because of Bollywood movies. But if an Indian watched a Nollywood movie, he would be afraid of Africa. Hollywood was used by America to market her culture and commerce to the world by glamorising America. Nollywood, on the other hand, is being used to demarket Africa to the world by demonising our culture and commerce!

The Igbo apprenticeship system is the most successful in the world bar none. Alaba International market alone generates $4 billion, according to ‪Robert Neuwirth. Why can’t Nollywood do a movie about that and promote the Ndi’Igbo ethnic nationality, rather than this near-obsessive focus rituals and juju?

It will serve them better if they use Nollywood to project positive things about their race that are already happening. Sadly, this is not the case. Not at all. Not at all.

You can imagine a movie called The Great Tycoon, about Cosmas Maduka, based on his rise to billionaire status, from a lowly second school dropout from Nnewi, who went to Lagos with nothing but the clothes on his back after the civil war. That will be better than rituals! It will project Ndi’Igbo and Nigeria positively.

I watched The Greek Tycoon as a child, and that made me want to go to Greece to see the land of Aristotle Onassis. While in Greece, I spent close to $1000. That is what movies should do. They make you want to invest in a culture. Nollywood does the exact opposite!

Movies are make-believe. And that is what Nollywood does not understand, or if they understand it, they fail to appreciate. They are selling a fantasy that people end up believing even if it is not true. What Nollywood ought to do is project a truth worth selling, not a lie that brings money.

A notable Nollywood actor, who I happen to admire, responded to me by saying that Hollywood does shooting movies, yet tourists still go to America, hence I should leave Nollywood alone, especially as we politicians did not fix Nigeria.

First, let me say that I am guilty as charged. I was a Presidential spokesman to a President that built or repaired over 10,000KMs of roads and built 12 new universities and 165 almajiri schools as well as the super-fast Kaduna Abuja railway. We could still have done more.

However, what this Nollywood star may not have taken into account is that while Hollywood does violent movies, it balances things by producing other genres of movies, unlike Nollywood, who focus almost exclusively on the negative themes of juju and fetish practices.

As a matter of fact, Hollywood churns put more romantic comedies and science function movies than violent movies. For example, the biggest grossing Hollywood movies are Gone With the Wind, Avatar and Titanic. All of them are romantic movies.

Yet, even when Hollywood shows violent movies, the criminals are almost always apprehended by the law and made to pay for their crimes. This makes America attractive as a country with law and order. Bad things can happen, but bad people won’t win!

Nollywood should not see my exposition as criticism. I am trying to help them sell Nigeria better. When they do, they will be better able to break through the international market and ultimately make more money, which is the object of business.

As proof of my assertions, I point to The Wedding Party, The Wedding Party 2, Chief Daddy, Sugar Rush and King of Boys. These are the highest-grossing Nollywood movies, and they are not based on juju and fetish. You don’t have to go that route!

I am a patriot, and my counsel is borne out of love for my country and not out of any desire to savage anybody or industry. My value as a human being is tied to the value of Nigeria, and it is this shared national objective that moves me to make these suggestions.

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Spotlight

World’s First Surviving Nonuplets Visits Italy To Appear On A TV Show

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In December 2022, aged one and a half years old, the world’s first surviving nonuplets went on their first plane flight.
They travelled from Morocco, where they were born and lived for 19 months, to their parents’ home country of Mali.

And now, two months shy of their third birthday, the nonuplets have made their first trip to Europe, visiting Italy to appear on our televised talent show Lo Show dei Record!

We bet it feels so beautiful to see them all grow and wish them the very best 🥳

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News

Picture Of The 17-Year-Old Hawker Who Was Shot Dead By The Police, Which Led To Wuse Market Fire Saga Yesterday

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Yesterday, Angry youths set parts of the popular Wuse market in Abuja on fire over the killing of a 17-year-old hawker simply identified as Musa.

The office of the Abuja Markets Management Limited (AMML) inside the market as well as some cars parked at the market’s car park were reportedly affected.

It was gathered that a suspect who was being tried at the mobile court in the market attempted to run away, but was allegedly shot and killed by the police.

A senior official of the AMML, who pleaded for anonymity, confirmed the incident.

He said the suspect was already convicted of a crime which was not mentioned and in the process of taking him to court for another offence, the boy bolted and tried to run when he was shot by the police. The AMML official said that was what provoked the attackers to burn down some shops, the office of AMML and some vehicles.

The situation caused a stampede in the market as people rushed to save their property.

It is not clear how many people were injured in the stampede as people scaled the fences while some pushed their way through the few gates available. But so many shops and goods got destroyed by the fire.

The After maths of the fire
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Foods

Court Case: Between Chioma Egodi And Erisco Foods, Still On The Defamation Of The Product “Nagiko Tomato Mix”

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How Chioma Egodi’s False Accusations Prompted Erisco Foods to Defend Its Reputation.

On this matter, A social commentator by the name Ebuka Amos, Has this in writing;

UNVEILING THE TRUTH AND EXPOSING THE LIES.

Did Chioma Egodi Review Erisco’s Nagiko Tomato Mix or Was She On A Mission To Destroy Erisco Foods And Run It Out Of Business? Be The Judge

On September 17th, 2023, Chioma Egodi Jnr in a facebook post on her timeline made the following statement;

“I went to but (buy) Tin Tomatoes yesterday that I will use to make stew, I didn’t see Gino and Sonia, so I decided to buy this one, (referring to Erisco Nagiko tomato mix), I decided to taste it omo! Sugar is juat (just) too much! Haaa biko let me know if you have used this Tin tomato before because this is an ike gwuru situation!”

The said post generated lots of reactions from her followers and facebook users; below are some of the reactions:

One Blessing Okeke responded “Stop spoiling my brother’s product, if you don’t like it use another one than bring it on social media or call the customer service of Erisco Foods Ltd” Chioma Egodi Jnr, responded to Blessing Okeke by writing “help me advise your brother to stop ki***ing (killing) people with his product, yesterday was my first time of using and its pure sugar. Tueh!

Lets look at that response in a proper perspective. Is that response still product review or product destruction? She just alleged that Erisco’s product is killing people. This is a very serious allegation and where and how did she get the information that the product is killing people? (is this a product review?). Be the judge. More so,

One Amaka Love Amaobi responded by writing “my sister thanks for updating us Dalu nne” (now based on Chioma Egodi allegation, this person will never use Erisco’s products again and moreso, through the word-of-mouth advert which is the most effective form of advert, she will spread this allegation to multiples of people)

One Don Kashking responded: Pls can we now spoil the product? And Chioma replied him by stating “done already bro,…The above statement is a clear conspiracy from Chioma Egodi and syndicate to destroy, damage and wreck the brand, Ersico.

They have moved from product review to product destruction.

Apart from the comments above, there were many more comments suggesting that the Erisco Nagiko Mix is a bad product and people should avoid it. Interestingly, there were many positive reviews from some of the users of the products, who gave positive reviews of the products and blatantly condemned what Chioma Egodi was doing. They cautioned Chioma Egodi that what she was doing was not a review but deliberate act to destroy Erisco Foods and it’s products.

Chioma responded to them by the write up below;

“@followers about my post yesterday concerning the sugary Tin Tomatoes, my inbox has seen a lot ooo, pls help me tell these persons to avoid me. I only ask if anybody has used it to give their honest opinion but these people is attacking me on my inbox that I am spoiling business for their brother, pls it’s enough stop it. We can take this matter to court oo if you want.”

You can see that Chioma was the first person that talked about going to court.

So, why the outcry now that the matter is in court? Furthermore, an interesting observation from the conversations on the comments section of her post is that she abused those that had positive comments about Erisco Nagiko Mix and made thumbs up (supported) for those that criticized it.

More so, some people advised her to pull down the post that she’s destroying someone’s business but she blatantly refused. It became evident that the intent and purposes of Chioma Egodi was not to review the product but was out to destroy it.

It was further evident that she was hired to destroy the product using her platform. Erisco Responds To Chioma Egodi’s AllegationWhen the management of Erisco Foods Ltd was notified about the post by Chioma Egodi, they enquired from there customer relations department if there was any official complaint from her on their product, they found none. They reached out to Chioma Egodi through a third party requesting her to bring the product she claimed to buy for verification to ensure if wasn’t a fake one, but she declined.

The management had no choice than to defend its reputation as the tense situation already generated a campaign of calumny to boycott Erisco’s products.Prompt Corporate Response Erisco Foods, aware of the weight words carry in the digital era, especially when concerning public health, took these accusations seriously.

The company, recognizing the potential harm such statements could have on consumer trust and public safety, responded promptly. They maintained that their product was safe, adhering to all health and safety standards, and that Egodi’s claims were not based on factual evidence.

The company further reached out to Chioma Egodi to bring the used Tin of the Nagiko Tomato Mix she tasted that was full of sugar or send the product batch number and production date so that the company can be sure it was their product she was talking about and not a fake one. Chioma declined all entreaties. Erisco then decided to use the legal route to clear its name.

Legal and Police Involvement Given the gravity of the claim that a food product was endangering lives, Erisco Foods Management petitioned the Police on a complaint of Criminal Conspiracy, de-marketing and blackmail of killing people by an organized body. That’s how the Nigerian police became involved. The police invited Chioma Egodi for investigation on the strength of Erisco’s letter. Chioma Egodi’s Apology.

During the Police investigation, Chioma Egodi offered and penned a remorseful apology with a promise of retraction as well as posting the apology on her page.

“I sincerely wish to apologize to Erisco Foods Limited for the post I made on Facebook about their product Nagiko Tomatoes mix. I am truly sorry for the product. I am fully sorry sir. I regret my actions and wish to be forgiven. I pledge that this type of bad behavior will never happen again. I undertake to retract all my earlier post on this matter immediately. This is without any compulsion. I will do everything within my power to rectify the mistake and wrong concerning the matter. All the things I told wrongly about the damage done to the company, its customers and the general public. Once again, I am very sorry for the offense.”

Chioma Failed To RetractOn the grant of bail, Chioma failed to retract her false allegation and started a campaign of calumny against Erisco Foods, saying she was forced to write the apology. The implication of this is that she still stands by her statement that Erisco Nagiko Mix is killing people.

Evasion After Bail Recall that based on the understanding that Chioma will use the same medium she used to allege that Erisco Nagiko Tomato Mix was killing people, to use same medium to retract her statement, Chioma was released on bail with a condition she will be available to complete peaceful settlement process. Instead of following through with her obligations agreed on, she reneged on the conditions of her release and continually jumped bail given to her by the Police.

Severing ties with the lawyer who had initially represented her in Abuja, and a relation that signed her bail bond. Chioma turned to Inibehe Effiong, leaving a trail of unanswered questions and legal challenges in her wake.

She equally made herself incommunicado making it impossible for the police to serve her with the court processes and refused to appear in court severally, which prompted the Judge to mandate Inibehe Effiong to produce her in Court at the next adjourned date.

Affirmation of Product SafetyThe Nigerian regulatory agencies gave its update on the status of Erisco Nagiko Tomato Mix for consumption.

1. NAFDAC.NAFDAC with its mandate to safeguard public health released a statement: “Update on the Registration Status of Nagiko Tomato Mix. The product in question – Nagiko Tomato Mix by Erisco Foods Limited with NAFDAC Registration Number A8-7430 is a registered product. The formulation of tomato paste and ketchup products with sugar is safe for consumption.”

2. The Lagos State Government’s Consumer Protection Agency, LASCOPA, weighed in with its findings: in its public statement, “LASCOPA SAYS NAGIKO TOMATO FIT FOR CONSUMPTIONContrary to claims made by one Mrs. Chioma Egodi on Facebook about the state of a tin tomato product named NAGIKO Tomato Mix 400g, the Lagos State Consumer Protection Agency, LASCOPA has declared that the product is safe for consumption and does not pose any health hazard to the consuming public.

A statement signed by the General Manager of LASCOPA, Afolabi Solebo said the certification by LASCOPA about the product follows the outcome of the laboratory tests which the product was subjected to upon the complaint from the consumer.

According to him, to authenticate her claim, LASCOPA had embarked on an independent investigation by inviting Erisco Foods Limited, the producer of the product and Egodi to two different meetings held on the 3rd and 10th of October, 2023.

In his words, “The outcome of the meetings informed the decision of LASCOPA to request for samples of the product which were subsequently taken to the laboratory for test and analysis as well as to ascertain the conformity of the sets of parameters of the product samples to establish if the product is safe for consumption or otherwise”.

“It must be noted that two samples of the product were taken from Erisco Foods Company and another two sets of samples were obtained from a market survey by LASCOPA to balance and ensure a true reflection of the state of the product from both the company and the market.

“The laboratory analysis of the two sets of samples collected for Microbial and Physicochemical tests showed that the product passed all the tested parameters and it is safe for consumption based on the outcome of the test conducted”, he added.

Interestingly, the product has been in the market since 2010, duly certified by Standards Organisation of Nigeria and NAFDAC and no issue of complaint has arisen since inception.Wrong Perception in the Court of Public Opinion The case of Chioma Egodi versus Erisco Foods Limited reverberated through the court of public opinion, a forum often swayed by sentiment and emotions rather than facts.

The discourse surrounding the incident highlighted the need for a balance between freedom of speech and the accountability that must accompany public declarations, especially when they concern the health and well-being of consumers.

Now, we’re left with deep questions that touch our hearts and make us think about what’s really going on. Why is Chioma working so hard to ruin a company’s good reputation, a company that has been feeding countless families for years?What makes a person ignore the damage they could do to the people who rely on that company for their jobs?

It could be deduced from the foregoing that the goal was never to review the product, but instead about causing so much trouble that the company might close down?These questions make us think about the kind of community we want.

Do we want to live in a place where people can make big accusations without proof, putting hard work and jobs at risk? Or do we want a community where we solve problems by talking, looking at the facts, and finding the truth?

This story about Erisco Foods and Chioma isn’t just about a fight between a company and one person. It shows us what we value, what we stand for, and the future we want to create.

Let’s not get carried away by false claims and narratives. Instead, let’s look for the truth with open hearts and minds. It’s not just about Erisco; it’s about our honesty and how we care for our community.

Credit: Ebuka Amos, Social Commentator.

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