Genesis Cinemas is reaffirming its position as a champion of Nigerian storytelling through a strategic new partnership with Nollywire, the digital media platform behind Nollyphiles, the Nigerian cinephile community. This collaboration isn’t just about boosting visibility for Nollywood films; it’s about building a deeper connection between audiences and the stories they love. By rolling out a slate of interactive, community-focused initiatives across Genesis Cinemas locations, the partnership aims to enrich the experiences for moviegoers and bolster box office performances.
The partnership marks a new era of audience engagement in Nollywood. From digital touchpoints to in-person gatherings, Genesis Cinemas is transforming the typical night at the movies into a shared, unforgettable experience that centres the community.
Speaking on the motivation behind the collaboration, Mrs Taiwo Adeniun, Chief Operating Officer of Genesis Cinemas, noted that the rise of digital platforms played a major role in shaping the strategy. “Social media plays a crucial role in connecting cinemas and audiences, impacting how films are promoted, viewed, and discussed,” she said. “We identified Nollywire as one of the impactful platforms for Nollywood engagement, and our commitment to grow the industry, increase accessibility, attract a wider audience, and change the film industry narrative gave rise to the need to partner with Nollywire.”
“The partnership with Genesis Cinema is a significant step forward for the Nollyphiles community,” said Olajide Oladele, Nollywire’s Community Manager. “We have spent the last 18 months connecting people in different states with other film lovers and getting them to go out, see and discuss films together as a community.” This sense of offline engagement and connection is what both Genesis and Nollywire are hoping to deepen through this collaboration. “Beyond getting people to watch films”, Oladele added,”We’re also building a culture where Nollywood lovers can openly share and demand better films all round.” This advocacy for quality and accountability sits at the heart of the Nollyphiles ethos.
Bringing the Buzz
A standout feature of the partnership is a new initiative designed to create excitement and drive more foot traffic to cinemas for newly released Nigerian films. Launching first in Benin City, Genesis Cinemas will work with influencers and community tastemakers to create grassroots buzz and turn film releases into communal, can’t-miss moments.
The goal? To make every new Nollywood film feel like a local event—and give audiences a reason to show up, participate, and celebrate together. As early box office numbers play an increasing role in a film’s success, this approach provides critical support to filmmakers while empowering the very people who make Nollywood thrive: the fans.
Watch, Rate, Review
Further deepening the audience experience, Genesis Cinemas will introduce a Dedicated Movie Review Board inside its venues. Through a simple QR code at the counter, cinemagoers can read and contribute reviews from fellow movie lovers. Nollywire, committed to improving how audiences interact with Nollywood content, is offering its own review platform, giving fans even more spaces to share honest, constructive feedback.
These audience-powered tools are more than fun features—they’re vital channels of communication between filmmakers and viewers. In an industry where feedback is often limited or scattered, creating centralised, accessible review systems can drive real change. Honest reactions help storytellers understand what’s working, what’s missing, and what stories still need to be told. This feedback loop not only strengthens films—it makes audiences part of the creative ecosystem.
For the Die-Hards: Exclusive Nollyphiles Hangouts
At the heart of this partnership is the growing Nollyphiles community—an open, inclusive space for anyone who loves Nollywood. Whether you’re a casual viewer, a die-hard fan, or someone just discovering Nigerian films, Nollyphiles welcomes you. Targeting the true Nollywood faithful, Genesis will launch Nollyphiles Movie Hangouts—a monthly event series featuring specially curated Nigerian films followed by guided post-screening discussions. These events will not only foster dialogue around themes, characters, and performances but also offer discounted tickets to encourage broader participation. It’s all part of Genesis’ effort to grow a passionate, informed filmgoing community.
Through these immersive initiatives, Genesis Cinemas hopes to catalyse a more vibrant Nollywood conversation. “The landscape has shifted—social media is transforming how Nollywood movies are promoted and consumed,” Adeniun explained. “The exploration of diverse cultures and experiences has expanded the range of stories told in Nollywood, leading to more inclusive representation. Through this collaboration, we hope to impact viewership and spark conversations about our cultural movies, identity, and diversity. We also hope it prompts filmmakers to take a more nuanced approach to storytelling, exploring new perspectives and themes from different corners of Nigeria.”
Amplifying Nollywood Online
Recognising the role of digital content in shaping audience behaviour, Genesis Cinemas and Nollywire will also execute joint digital marketing campaigns. These will include behind-the-scenes footage, cast interviews, and exclusive previews to build anticipation and drive foot traffic to the theatres. The goal is to position Genesis as the ultimate hub for Nollywood fans—both online and offline.
Beyond the scope of this collaboration, Genesis Cinemas is also gearing up for more audience-first programming. “We’ll be reintroducing Interactive Screenings, Themed Movie Nights, Loyalty Rewards, Special Offers, and Community Events while continuing to leverage social media to strengthen our local film community,” Adeniun shared.
“We hope this translates into deeper audience engagement, stronger box office numbers for Nollywood titles, and a more connected, cinema-going community,” Oladele concluded.
By bridging digital engagement with real-world cinema experiences, the company is rewriting what it means to support Nollywood. From curated hangouts and community dialogue to digital storytelling and grassroots buzz, Genesis Cinemas is championing a new era where Nigerian films are not only watched but celebrated, dissected, and deeply felt.
