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PAGE 22— SUNDAY VANGUARD, OCTOBER 13, 2019<br />

By Josephine Agbonkhese<br />

08054650907<br />

Email: jossynovia@gmail.com<br />

CHIOMA UDE:<br />

I was concerned<br />

about Genevieve Nnaji<br />

Elegant, innovative and yet very unassuming. That’s Chioma Ude, the<br />

Executive Director of Africa International Film Festival, AFRIFF; one<br />

of the most celebrated film festivals in the African creative<br />

industry. childhood A is cinema watching enthusiast movies, whose Ude’s favourite passion for pastime films<br />

since<br />

sparked off a yearning to support the growth of the industry and that<br />

culminated in AFRIFF nine years ago. The graduate of marketing<br />

who is poised to develop the film industry so that it competes<br />

favourably globally, is one of the very few influential female<br />

executives on the African entertainment scene. She spoke to<br />

Sunday Vanguard. Excerpts:<br />

Why AFRIFF?<br />

I’m a people’s person who cares a lot<br />

about people. My major reason for setting<br />

up the film festival was to improve the<br />

industry. Hence, I founded AFRIFF in<br />

2010 after speaking with film makers. I<br />

own a logistics firm and was already<br />

involved in a couple of activities in the<br />

industry in that capacity prior to 2010. For<br />

example, I was involved in the production<br />

of the 2007 Nigerian Film and Video<br />

Censors Board, NFVCB, road show which<br />

held in the UK. Also, in 2008 and 2009, I<br />

produced the Africa Movie Academy<br />

Awards, AMAA, Charity Benefit. I actually<br />

designed that initiative as an annual<br />

Corporate Social Responsibility project for<br />

the Africa Film Academy. After producing<br />

a number of highly successful film<br />

premieres, in 2009, my team got recruited<br />

as local producers for the ION<br />

International Film Festival, IONIFF,<br />

which held in Port Harcourt, Rivers State.<br />

IONIFF is a global tour whose objective is<br />

the promotion of global awareness and<br />

peace through arts, culture and films.<br />

AFRIFF, on the other hand, is a world class<br />

showcase that presents a complete<br />

immersion into the world of film making<br />

with participation from local and<br />

international actors, directors,<br />

scriptwriters, cinematographers, sound<br />

engineers, musicians, editors, light<br />

engineers, students, equipment<br />

manufacturers and businessmen. It also<br />

features an award session annually.<br />

…but how precisely are you<br />

“improving”?<br />

I’m doing this through the<br />

provision of free capacity<br />

training. I actually sourced<br />

for fund, put together<br />

international facilitators,<br />

and began training people<br />

across the industry’s value<br />

chain. And as we did that,<br />

more organisations started<br />

coming in to partner us.<br />

Ford Foundation came on<br />

board and we started<br />

sending the best students to<br />

America to hone their skills.<br />

Later, the French<br />

government came on board<br />

and best students also<br />

started going to France.<br />

Another institution also<br />

came on board and<br />

suggested that we needed to<br />

teach co-production and<br />

now, the students go to<br />

different countries. In return,<br />

I also accept students from<br />

different countries. I provide<br />

them with accommodation throughout<br />

their stay in Nigeria. I’m very bad with<br />

publicity, so, people don’t even know we do<br />

all these. This year, something great and<br />

different is coming for the students. This<br />

will however not be announced until it’s<br />

been signed.<br />

What inspired your passion for<br />

films?<br />

I think it is inborn. Nothing inspired me.<br />

I lived in<br />

America for<br />

many years and<br />

in all of those<br />

years, I did only<br />

three things—<br />

went to work,<br />

church and<br />

watched<br />

Nigerian movies<br />

I’ve always loved films and television;<br />

I don’t go out on weekends. I just sit at<br />

home and watch movies; everybody<br />

who knows me can attest to this.<br />

Also, I lived in America for many<br />

years and in all of those years, I did<br />

only three things—went to work,<br />

church and watched Nigerian movies.<br />

I actually studied nursing in the US,<br />

worked as a nurse for ten years and<br />

later established a recruitment firm<br />

which staffed hospitals with nurses.<br />

For me, I’ve always wanted to do<br />

something to improve the industry, like<br />

I said earlier. It’s so funny but I<br />

remember I was watching a movie<br />

many years ago and saw Genevieve<br />

Nnaji’s face looking rough. She was<br />

still very young at that time. I went<br />

online and ordered quality facial<br />

products, and then sent them to my<br />

sister in Nigeria so she could help look<br />

for and deliver them to Genevieve. I’m<br />

sure she never did though. I’ve always<br />

had a strong interest in being part of the<br />

industry. I’m naturally a shy person, so,<br />

I knew I wasn’t going to be in front of<br />

the camera. Fate played its role and<br />

somehow, I found my footing in the<br />

industry.<br />

Do you find this fulfilling?<br />

I enjoy every minute of it even though<br />

it’s very hectic. We had over 4000 films<br />

submitted ahead of this year’s edition<br />

for example and we had to view every<br />

single entry. I’m also very happy<br />

because Nigerian submissions were<br />

over 400; that’s the<br />

highest we’ve ever had<br />

in the history of<br />

AFRIFF. Nigeria’s film<br />

industry is actually<br />

going places and<br />

getting better and<br />

better.<br />

…and what will be<br />

significant about this<br />

year’s edition of the<br />

festival?<br />

I’m excited about every<br />

edition but this year’s which<br />

will run from 10 to 16<br />

November excites me<br />

especially because it has a<br />

strong emphasis on women.<br />

This is currently the<br />

narrative around the world;<br />

we have to improve the lives<br />

of women. With more<br />

women empowered,<br />

hopefully, we could make a<br />

great change. So, this year’s<br />

theme, SHEROES, emphasizes this. We are<br />

focusing on more female films, more female<br />

directors, and then going forward, our<br />

training has to include 60 percent female.<br />

I’m grateful to the US Consulate, Access<br />

Bank, National Film Video Censors Board,<br />

Filmhouse Group and Century Group for<br />

supporting this event.<br />

I am also very excited that this 9th edition<br />

of the festival will witness the launch of my<br />

baby, nvivo TV. Yearly, we have so many<br />

•Chioma Ude<br />

short films come up at the festival; which<br />

are not monetised. I’m very entrepreneurial<br />

and I believe people have to make money<br />

from their works and efforts. Right now, we<br />

own a cloud and we are launching the TV in<br />

November.<br />

In clear terms, how will AFRIFF<br />

2019 manifest its focus on women?<br />

The opening night film, Waad Al-Kateab<br />

and Edward Watts’ FOR SAMA, is very<br />

female focused. The director is female and<br />

the story takes us on an intimate and epic<br />

journey into the female experience during<br />

war. The closing film, Akin Omotoso’s THE<br />

GHOST AND THE HOUSE OF TRUTH,<br />

has two strong females; including the lead<br />

character. It also has a female police officer<br />

who is very reflective of what we’ll like the<br />

police to look like. Most films are directed<br />

by men but we were eventually able to have<br />

30% women on our list. That is still very far<br />

from our aim of having 50 percent women<br />

representation.<br />

What are you doing to improve the<br />

morale of works churned out by the<br />

industry so they impact on young<br />

minds more positively?<br />

That’s why we keep training. And then<br />

now, with co-production, things are<br />

definitely going to get better. Co-production<br />

gives you a different look and feel into<br />

another world. So, you see what the French<br />

do, what the Senegalese do, and so on.<br />

Therefore, you want to do things<br />

differently. So, there’s a lot of<br />

empowerment and exposure for us as<br />

Nigerians. In fact, the first time we sent<br />

students to America, they were shock to find<br />

out that they would be doing documentary<br />

filmmaking—which is very big on<br />

social change; you know we aren’t used<br />

to it here.<br />

What has sustained the vision<br />

since inception?<br />

Passion and great friends. People from the<br />

creative industry have been fantastic. I tell<br />

you, it could be very frustrating doing stuffs<br />

in Nigeria but if you are dogged at it, more<br />

people will key into your vision.

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