The Senior Special Assistant to President Bola Tinubu on Media and Publicity, Mr. Temitope Ajayi, has called on Nollywood filmmakers to use their craft to promote positive national narratives, highlighting Nigeria’s shared history and achievements.

Ajayi made the call in his keynote address at the 22nd Abuja International Film Festival (AIFF), themed “From Script to Nation: The Role of Film in Shaping National Identity.” The festival, which began on November 6 and will conclude on November 10, has attracted actors, filmmakers, regulators, and other cinematic stakeholders from around the world.

In his address, Ajayi emphasised the influential role of film in a globalised world, noting that movies are powerful tools for shaping national identity, fostering pride, and promoting hope.

“Film has become more than just a medium of entertainment. It is a tool for cultural identity, cultural decolonisation, diplomacy, and showcasing a nation’s language, fashion, food, and heritage,” he said.

Ajayi urged Nigerian filmmakers to take inspiration from Bollywood, which reflects India’s diverse society, and Hollywood, which portrays American heroism. He noted that films have long inspired audiences worldwide, citing how American movies influenced Nigerians’ desire to travel to New York and other destinations.

“As filmmakers, we should tell the story of the best of our country, our national heroes, and icons,” he said.

He also encouraged filmmakers to use Nollywood productions as tools to promote Nigeria’s tourism sector, showcasing its landscapes, culture, and heritage to potential visitors and international filmmakers.

“Filmmakers have the power to influence travel decisions. By portraying Nigeria as a desirable destination, we can attract more tourists and international film productions,” Ajayi added.

Earlier, Temitope Duker, Festival Director of AIFF, told NAN that the 22nd edition marks a milestone, highlighting the festival’s evolution into a global brand.

She said the festival received 1,687 entries from 87 countries, from which 71 exceptional films were selected to screen and compete for awards. The festival also features panel discussions and masterclasses.

“This year, we introduced a special mention category to recognise outstanding films that did not make the nominations, ensuring filmmakers receive due credit,” Duker said.

The 2025 AIFF has brought together actors, filmmakers, industry stakeholders from across Africa and beyond, as well as members of the diplomatic community, further cementing its position as a premier international film festival.