New Nollywood: A Sketch of Nollywood’s Metropolitan New Style

Abstract: Recent experimentation by Nollywood producers has encouraged increasing differentiation of film practices as a strategy for contending with a demanding video market. “New Nollywood” refers to a select group of aesthetically sophisticated films intended for a new tiered distribution method, beginning with theatrical release and ending with DVD release. Nigeria’s upscale multiplex cinemas are therefore a starting point for examining what is new—and not so new—in Nollywood. This article argues that New Nollywood films and the cinemas in which they appear appeal directly to spectators’ senses by promising not only a movie and shopping, but also an affective experience closely bound up with global consumerism. The films exhibit a metropolitan vantage point that emphasizes subjects such as airline travel, trendy technology, consumer culture, global pop culture, lifestyle brands, high fashion, and luxury goods. These films advertise their “modernity,” which is not presented as a consolidated order of knowledge and values, but rather as an assemblage of signifiers of city life. Whereas mainstream Nollywood continues to produce strong narratives that resonate with its intended audience, New Nollywood—with its emphasis on images and style—is a direct expression of the cultural and economic forces shaping life in Lagos today.