Original image, Maishadda Global Resources/YouTube
- Writer, Isiyaku Muhammed
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Signs are starting to show that Hausa Kannywood movies are starting to come back very much.
It is seen that this development may not be related to the way movies have been posted on YouTube, where many producers have regained their strength.
The Kannywood movement has been in trouble since piracy crippled the CD business, where movies were being released, but not making a profit.
Experts in the film industry say that any industry whose film business has collapsed, must also collapse.
Especially Kannywood which is controlled by the workers in it.
This has made those involved in the industry to find ways to improve the business of their films.
Show a movie in the cinema
Meanwhile, in 2015, Ado Bayero Mall was opened in Kano.
A modern cinema was opened inside. Also, in 2021, a second cinema will be opened in the city of Kano.
The opening of these cinemas made Hausa film industry owners happy, where they expected the distance to be closer.
However, the required success was not achieved.
The BBC research found that the highest grossing film according to the Kannywood Box Office page, is the film Aisha.
The film is produced by Abubakar Bashir Maishadda, where the money they refused was 5,641,000 naira.
Original image, Kannywood Box Office/Instagram
Back to YouTube
Due to the lack of success that was projected in the cinema, it started to return home yesterday in the Kannywood film industry.
This made the producers of the films start to think of ways to bring the industry back to its senses.
At the same time, the movie ‘Izzar so’ by Lawal Ahmed, which is shown on the YouTube channel, gained popularity.
Lawan Ahmed opened his YouTube channel in January 2014, and the movie ‘Izzar so’ was first uploaded in April 2020.
At the time of writing this article in the month of August 2024, the channel has at least 1 million and 200 thousand followers, where about 370 videos have been uploaded, and it has received 173,430,021 viewers.
There is also a movie called ‘A duniya’ which is also shown on YouTube, the channel was opened in 2018 and it has gained popularity.
‘A dunya’ was first shown in August 2020, and at the time of writing this article, the channel has 580 thousand followers, 503 videos have been uploaded, and it has received 60,410,292 viewers.
The success of these two movies has made the big producers go back to YouTube to bring back the movie industry.
However, stakeholders are still discussing the possibility of using YouTube to bring the business back to the top.
‘There is goodness on YouTube but…’
Producer Abubakar Bashir Maishadda, explained to the BBC that there is indeed good in YouTube.
The BBC asked him if he thinks that YouTube can bring back the industry?
“What is happening is that whatever comes, it is accepted.
“Youtube has come, and Alhamdulillah, it has come to us very well because the truth is that you get more money than you think.
“However, sometimes the acceptance of a film on YouTube is difficult.
“That’s why you will see if a movie is accepted on Youtube, it has been made for a long time, because if you release it, you pick someone else, it doesn’t have to be accepted.
“Now if you take a movie like My Story and The Royal House, business is good, and everything is going well.”
When he was asked how he would make a profit between cinema and YouTube, he said that YouTube is better.
In terms of plans to face the future, especially in placing their films in the world’s film viewing programs.
In the programs, namely video-on-demand or VoD in short, like Netflix, a lot of money is earned.
“That is what we are waiting for. I personally sent them the movie Aisha, but I still haven’t received a solid response.
“The main task ahead of us is to make Netflix understand what we are doing. You know a movie on Netflix is more valuable, but we will get there.”
Original image, Realmaishadda/Instagram
Kannywood is back in full swing – Naziru Dan Hajiya
On his part, producer Naziru Auwal, better known as Dan Hajiya, said that returning to YouTube is a must.
“That’s the way it should be, every time a business is silent, it is seen that there is a solution, then investment should be made and continue to do it.
“Now applications in the Kannywood Industry are back very much Alhamdullillah.”
When he was asked how her affairs are now and during the CD era, he said, “Indeed, the CD era will not be combined with the present.
“YouTube needs to be able to promote the film, and for the CD, there are businessmen who have relations with states, including Niger.
“So once a big businessman buys your film, he knows where to send it.”
He added, “In terms of profit, YouTube is also trying very hard, because if your film is accepted, then you will get a lot of profit.”
But he said despite the profit that can be made, “YouTbe can’t satisfy Kannywood, but even if we come back to YouTube, it’s time to bring us back.”
“But now we are more civilized. If you have YouTube now, you need to start thinking about international film programs such as Netflix.
“But if you want your films to enter these programs, you need a lot of money.
“But I am confident that next year, there will be many of our films that will enter Netflix.”
Original image, Nazir Danhajiya/Instagram
What is needed to bring back Kannywood to its glory – Muhsin Ibrahim
Dr. Muhsin Ibrahim, a teacher at the University of Cologne in Germany, who published the book ‘Kannywood: Unveiling the overlooked Hausa industry’, said, “As we know there is no cassette market, it is dead, and I don’t think it will come back.
“So Kannywood people have to look for a way that will open up for them. YouTube is one of those ways.
“However, it is not the best way. Now there is no harm in providing them with some money, that too if you are lucky and have a strong station.
“But aspiring producers and directors will have to suffer before they can get their money back, let alone profit.”
Regarding the reason why there was no success in cinema, he said: “History shows that many people did not accept cinema when it first arrived.
“The few who accept it are treated as useless people.
“That’s why there is still someone who will never come, and he will not let anyone of his to go.
“The second is poverty. Someone will see a bird to buy food and buy a movie ticket.
“Well, these are the reasons why cinema is difficult to open for the industry.
“Film to bring five million naira, that’s the money that would be given to an actor, maybe if you take a Southerner.
“Then you will share the five million dollars with the cinema owners, so what will two and a half million do for someone who may have made a budget of 50 million or something like that?”
Dr. Muhsin said, “In short, the way to open Kannywood is the software for making movies called VoD.
“They also tried with the likes of Northflix, Kallo.com and Haske.
“However, there was a problem because those who imported them were businessmen, and a good relationship refused to form between them and the actors.
“Then we, the viewers, are careful to give our bank details to the managers so that money can be withdrawn from our bank while we are watching.
“That’s why now that we’re talking these programs are almost dead.
“And the big ones like Netflix, the problem is that most of the movies we make are not up to the quality they need.
“If it is done, the fact that the companies are in Lagos, it makes it difficult for our people to establish business relations with them, and it will fail,” said Muhsin.
As for the solution, Muhsin said, “In my opinion, the solution is for them to insist on producing quality films that will be accepted in the programs.”
“YouTube should continue to earn food. YouTube can also make a profit, but you have to establish yourself. Like the likes of Aminu Saira who get advertising, after the YouTube money.”
