Since last year, the Africa Magic Viewers’ Choice Awards (AMVCA) has witnessed a notable presence of films produced or distributed by streaming platforms in their Best Movie nominations, even clinching the top prize as seen in last year’s win for ‘Aníkúlápó.’
This year is no different as more films from Netflix and Amazon Prime earned nods in the category. The contenders for the upcoming awards are ‘Blood Vessel,’ ‘The Black Book,’ ‘Breath of Life,’ ‘Funmilayo Ransome-Kuti,’ ‘Mami Wata,’ ‘Over the Bridge,’ and ‘A Tribe Called Judah.’ Of these nominees, three are from streaming platforms.
This trend has sparked discussions about the evolving landscape of African cinema and the growing impact of digital distribution channels, such that critics wonder if streaming is winning the war for recognition in the film industry.
The prominence of streaming platform-produced films among the AMVCA nominations exemplifies this trend, underscoring the increasing influence of streaming platforms in shaping contemporary cinema. Notably, films like ‘The Black Book,’ which recently achieved the milestone of becoming the first Nigerian film to reach the number one spot on Netflix’s global chart, serve as compelling evidence of streaming platforms’ rising significance in the industry.
The growing influence of streaming platforms can be attributed to the pandemic era, during which many turned to digital platforms for entertainment. This surge in demand was particularly beneficial for platforms like Netflix, which added over 26 million subscribers in the first half of 2020, just at the onset of the global health crisis.
The pandemic also significantly impacted theatrical releases, as production delays and lockdown restrictions led to a decline in cinema attendance. Even as restrictions eased, a notable shift in consumer behaviour was observed, with many opting for the convenience of streaming from the comfort of their homes rather than venturing out to theatres.
Despite the disruption in distribution and consumption of films, acceptance of streaming platforms by the film industry was not instant as many were not ready for the digital disruption, choosing to stick with legacy theatrical releases. However, critics often contended that both could coexist harmoniously. This prophecy finally came to pass not only in distribution but also in the awards circuit.
In 2021, the Academy Awards (Oscars) announced that it will start accepting streaming films with a previously planned theatrical release. Later that year, the Academy Awards adjusted its rules, allowing films that were released directly on streaming platforms to be eligible.
At the 94th Oscars, Apple TV+ production ‘Coda’ became the first film from a streaming platform to win a Best Picture.
To be sure, the Best Picture win is not based on viewers’ choice that might be influenced by accessibility to such films on streaming platforms, a sharp contrast to traditional films that have limited release through cinemas and film festivals. Instead, a jury of professionals critically analyses the production to assign merit.
Although noted as a viewers’ choice Award, for Best Picture, the AMVCA, famed as African Oscars, relies on its jury to select the most impressive production. Netflix made history last year by winning the coveted Best Picture award, with filmmaker Kunle Afolayan’s exceptional work ‘Aníkúlápó’ earning recognition.
With three leading streaming platforms vying for top honours this year. Will streaming continue its ascent and dominate the awards once more this year?
