The Senior Special Assistant to Nigerian President Bola Tinubu, on Media and Publicity, Temitope Ajayi, has called on Nigerian filmmakers to use their art as a powerful instrument for shaping positive national identity and fostering unity.
Speaking at the 22nd Abuja International Film Festival (AIFF), Ajayi emphasized that film remains one of the strongest tools for cultural diplomacy, capable of rebranding Nigeria’s global image and inspiring patriotic pride among citizens.
The Role of Film in Shaping National Identity
Themed “From Script to Nation: The Role of Film in Shaping National Identity,” this year’s Abuja International Film Festival (AIFF) gathered filmmakers, actors, regulators, and international stakeholders from across the world between November 6 and 10, 2025.
Ajayi, in his keynote address, highlighted that film has transcended mere entertainment to become a platform for promoting culture, values, and national progress.
He said:
“Cinema is no longer just about storytelling. It is a veritable tool for cultural decolonisation, diplomacy, and economic growth. Films should reflect our shared history, our heroes, and our triumphs — not just our challenges.”
According to him, Nigeria’s rich diversity offers filmmakers an endless reservoir of inspiring narratives capable of strengthening unity and shaping how the nation is perceived globally.
He urged filmmakers to focus on portraying the best of Nigeria’s values — resilience, creativity, and innovation — through their works.
Learning from Global Examples
Ajayi encouraged Nollywood producers to take cues from Hollywood and Bollywood, which have successfully projected the cultural and ideological strengths of the United States and India.
“Hollywood built America’s soft power by showing the world its cities, its technology, and its people as bold and enterprising.
In the same way, Bollywood celebrates India’s multiethnic society — its languages, festivals, and spirit of community,” he said.
He added that similar storytelling in Nollywood could reposition Nigeria as a hub of creativity and tourism, while also correcting negative stereotypes often portrayed in foreign media.
Using Film as a Tool for Tourism Promotion
The presidential aide also called on filmmakers to harness cinema as a marketing tool for tourism, noting that films possess the power to attract visitors by showcasing the country’s breathtaking landscapes, vibrant culture, and unique heritage.
“I believe filmmakers can open the world’s eyes to the beauty of Nigeria,” Ajayi said.
“Let’s show our mountains, rivers, markets, and festivals. Let’s make viewers curious about visiting our country.”
He added that consistent promotion of local destinations through film could encourage foreign producers to shoot in Nigeria, thereby boosting the economy and creating employment opportunities for local talent.
Abuja International Film Festival: A Celebration of African Creativity
Earlier, Temitope Duker, Director of the Abuja International Film Festival (AIFF), described the 2025 edition as a milestone event that underscores Nigeria’s growing influence in global cinema.
She revealed that this year’s festival received 1,687 entries from 87 countries, out of which 71 exceptional films were selected to compete in various categories.
The festival also featured panel discussions, workshops, and masterclasses on emerging trends in film technology, storytelling, and distribution.
“This edition marks our growth from a small national event to a global film brand,” Duker said.
“We also introduced a ‘Special Mention’ category to recognize outstanding films that didn’t make the nominations but deserve credit for excellence.”
The AIFF 2025 brought together African and international filmmakers, industry professionals, and members of the diplomatic community, reflecting Abuja’s growing reputation as a hub for creative expression.
The Bigger Picture: Building Nigeria’s Global Cultural Presence
Analysts believe that the Abuja International Film Festival (AIFF) continues to play a crucial role in positioning Nollywood as a global force.
With Nigeria already recognized as one of the largest film producers in the world, experts say improved storytelling, better production quality, and government support could further expand the industry’s soft power and economic contribution.
Ajayi’s remarks come at a time when Nollywood’s influence is extending beyond entertainment to diplomacy, social advocacy, and national branding. His message to the creative industry was clear — the world is watching, and filmmakers must take responsibility for shaping what it sees.
“The images we export determine how others perceive us,” he said. “If we tell our own stories proudly, the world will begin to see Nigeria through the lens of hope, innovation, and pride.”
A Call for Collaboration and Investment
Stakeholders at the festival echoed the need for stronger collaboration between filmmakers, investors, and policymakers to unlock the sector’s full potential.
Many agreed that Nigeria’s creative industry could become a major foreign exchange earner if supported with improved funding, infrastructure, and international partnerships.
Ajayi concluded his address by reaffirming President Tinubu’s administration’s commitment to promoting the creative economy, noting that storytelling is vital for national transformation.
“As we move forward, the film industry will continue to be a central pillar in our national identity agenda. Our goal is to see Nigerian stories resonate globally — stories of courage, innovation, and unity,” he said.
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