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AMAA: Positioning African movies as a platform for cultural revival

By Princewill Ekwujuru
For almost five years now, when    the Africa Movie Academy Awards (AMAA)     made it’s debut in 2005, to recognise and reward excellence in film production within and outside the Nigerian shore, not many thought it would stand the taste of time or rather go beyond the confines of the Nigerian film industry.

But with 280 films entered both nationally and continentally for the 2010 awards, organisers of the event are saying that  the award has assumed the Pan African statues beyond the expectations of critics.

That  it’s  recognition beyond the shores of Nigeria, lays to rest the argument that the award  is not structured to be a continental awards  brand, the organisers had argued that what the award is experiencing is an indication that thev award has been embraced as the African Oscar awards.

On one hand, the aspirations of the Founder of AMAA, Peace Anyiam Osigwe may have come to fruition in seeking ways to creating a platform on which African filmmakers would be celebrated and positioned for international awards,  remains one of the cardinal objectives of the award planners.

Like the Oscars, Grammy and in fact Cannes awards that have become global brands, AMAA is ticking to its place in the reward system category not Africa, but also in Europe and other parts of the world.

The AMAA brand has continued to spread its dragnet like the expansionist, who is moving in the speed of the light, however, bringing the laws of borders to fore in branding, there are no barriers to branding, this is the platform United Bank for Africa (UBA) along side Bayelsa  State is giving to AMAA brand to excel in which both sponsors are acting as the torch bearer of the brand.

Today, UBA boasts of several branches in and outside Nigeria which include the Benin Republic, Cameroon, Cote d’ Ivoire, Ghana, Liberia and a host of others, AMAA has also received nominations across Africa and other countries with African origin.

From what UBA has done so far in company of Bayelsa State government, both sponsors remains the only entityies utilisng the AMAA potential to tell the world that an award  exists in Nigeria.

Like other awards, AMAA has the capacity of becoming the Oscar of Nigeria/ Africa in the nearest future, going b y the level of participants recorded in the 2010 ceremony.


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