Nile Media Entertainment Group is expanding Nollywood’s global reach with a new partnership in Qatar. Working with Doha-based Oryx Group, one of the leading African entertainment companies in the region, the initiative will introduce Nigerian films to local audiences while creating opportunities for cultural exchange and collaboration.
Far beyond a film release, the move reflects Nollywood’s growing ambition to connect with diverse markets, build cross-cultural bridges, and showcase the strength of African storytelling on a global stage.
How Qatar Entered the Picture
Speaking on the initiative, Aondofa Shija —a film business and data strategist at Nile Media Entertainment Group—explained that the journey began with Nile’s acquisition of international distribution rights for ‘Everybody Loves Jenifa’ across 28 territories. The goal, he said, was to break Nollywood out of the traditional UK-US-Canada axis of diaspora audiences and push into new, untapped markets.
“We wanted to take Nigerian films to as many nations as possible,” he said. “We’ve already distributed in Australia and New Zealand. The Middle East emerged as a key market, especially with Qatar and Oman consistently showing up in our streaming data. Nollywood titles that charted internationally almost always included viewership from these countries.”
Initially, Nile’s team attempted to distribute ‘Everybody Loves Jenifa’ in Qatar through conventional cinema distributors, following earlier successes with Nigerian films in Dubai. But Hollywood blockbusters dominated the schedule, and local distributors were hesitant. Instead, Nile pivoted. Through new connections, they linked with Oryx Group —a Nigerian-founded entertainment powerhouse in Qatar —who opened the door to a different model: a premium premiere event followed by cinema screenings.
This shift, Shija said, made all the difference. “Qatar is a complex market with heavy government regulation. You need approvals even to host a gathering of more than 10 people. But Oryx Group is already registered and licensed to operate there, which made the process smoother.”
A Strategic Market for Nollywood
The choice of Qatar might surprise some, given Nollywood’s stronger historical ties to Europe and North America. But Nile sees the Gulf as both an opportunity and a statement.
“The Middle Eastern market is becoming more open,” Shija explained. “We saw Qatar host the World Cup in 2022. Saudi Arabia has lifted bans on cinemas and is investing in entertainment. These countries are signalling they want cultural engagement. Nollywood has a role to play in that.”
For Nile, this is not just about chasing safe markets. “We want to be innovative, to take Nollywood where it hasn’t been before. Qatar is the first step, but tomorrow it could be Oman, Saudi Arabia, China, or the Caribbean. It’s about proving that African stories resonate everywhere.”
More Than Movies: Cultural Exchange
The Qatar launch will kick off with screenings of ‘Radio Voice’, a Nollywood film chosen to spearhead the initiative. It will run in one of Qatar’s largest cinema chains, with the potential for an extended release depending on performance. But Nile emphasises that the initiative is broader than a single title.
“It’s not just about screening films,” Shija clarified. “There will be embassy visits, networking with Qatari entertainment executives, and cultural events designed to foster exchange. We see this as Nollywood meets Qatar, not just on the screen, but in real partnerships.”
A New Chapter for African Cinema
For Nile Media’s CEO, Moses Babatope, the Qatar expansion underscores Nollywood’s resilience and global potential. “Nollywood launching in Qatar goes beyond entering a new market; it is about championing Nigerian culture and affirming the global standing of our market,” Babatope remarked. “This moment speaks to Nollywood’s strength, resilience, and ability to resonate across borders. It’s an opportunity to build new bridges, share African stories with the world, and proudly showcase the creativity that drives Nigeria’s film industry. Nile, alongside its Qatar-based partner Oryx Group, is proud to champion this movement.”
Oryx Group echoes the sentiment. Mr Famous Aluya, speaking on behalf of the company, described the partnership as a milestone in cultural diplomacy. “This partnership is a game changer for both Nollywood and the Nigerian-Qatari relationship,” he said. “Nollywood has always had the power to shape narratives and export culture. By collaborating with Qatar, it opens doors for cross-cultural storytelling, knowledge exchange, and wider audience reach.”
For Qatar, he added, the partnership provides a rare opportunity. “It creates a cultural bridge to Africa, allowing Qataris to connect more deeply with Nigerian traditions, values, and creativity. Beyond entertainment, it fosters tourism, economic collaboration, and long-term cultural ties.”
Testing the Waters, Building the Future
The upcoming release of ‘Radio Voice’ in Qatar will serve as a test case. If successful, Nile and Oryx plan to expand Nollywood’s footprint across the Gulf Cooperation Council (GCC) region, from Oman to Saudi Arabia.
Shija acknowledged the risks but framed them as necessary for growth. “This is about breaking patterns. Years ago, people doubted Nollywood films could succeed even at home, let alone abroad. But the industry evolved, found its audience, and proved the sceptics wrong. We believe the same will happen in Qatar.”
Nollywood’s arrival in Qatar is more than a film screening. It is a declaration that African cinema is ready to claim its place on the global stage, not by following the usual routes, but by carving new ones.
