That Good Media Expands Into Filmmaking, Launches Festival to Attract Global Investors

That Good Media, a Nigerian media and entertainment powerhouse, has announced the launch of its Motion Pictures Division and the That Good Media International Film Festival, a move aimed at elevating Nollywood’s presence on the global stage.

The initiative is designed to attract international investors and filmmakers, ensuring Nigerian films thrive at the global box office rather than being limited to streaming platforms.

Speaking at the official launch in Lagos, Toyosi Etim-Effiong, Founder and Chief Strategy Officer of That Good Media, emphasized that the Motion Pictures Division will produce world-class feature films, documentaries, and television series that blend African narratives with universal themes.

The company plans to work with internationally recognized actors and filmmakers to broaden Nollywood’s appeal while keeping Nigerian talent at the forefront. She noted that the goal is recognition, respect, and reward. African storytelling, she said, is one of the richest in the world, yet it has often been underrepresented in global cinema. With the Motion Pictures Division and Film Festival, she believes That Good Media is building a global movement, starting with Nigeria first.

Etim-Effiong explained that Nollywood’s reliance on streaming platforms has limited its growth potential, and the focus must shift towards achieving global theatrical success. The firm’s new direction aims to position Nigerian films for international box office runs, ensuring that local productions gain the visibility and financial returns they deserve.

Actor and filmmaker Daniel Etim Effiong, who is also one of the directors of the firm, shed light on the challenges facing Nollywood. He highlighted that despite the abundance of talent in the industry, Nollywood still struggles with a lack of belief from key players, including international investors, distributors, and even the Nigerian government. He pointed out that while platforms like YouTube help Nigerian films reach global audiences, they do not fully support the ultimate vision—Nollywood becoming a rival to Hollywood. He stressed that international investment is crucial for the industry’s growth, as many productions still struggle with funding, distribution, and access to high-end technology.

As part of its strategy, That Good Media is also launching the That Good Media International Film Festival, an initiative designed to connect Nigerian filmmakers with international markets, foster cross-cultural collaborations, and create sustainable partnerships across borders.

Etim-Effiong highlighted that the festival will serve as a networking hub for investors, filmmakers, and industry professionals, providing a platform where African stories can be recognized on a global scale. She stated that this is about driving Nigeria’s creative economy forward, giving local stories the global platforms they deserve, and shaping the narrative for generations to come. The festival will feature screenings of diverse African films, industry workshops, and networking opportunities aimed at integrating Nollywood into the global cinematic conversation.

That Good Media’s expansion aligns with a broader movement within Nollywood to transition from being a streaming-dominated industry to one that commands box office presence in international territories.

The initiative comes at a time when African cinema is gaining global recognition, yet still struggles to secure adequate funding, global theatrical distribution, and top-tier marketing strategies. Industry experts believe this move will open doors for larger investments and collaborations, transforming Nollywood into a global cinematic force.

As the Nigerian film industry evolves, That Good Media’s efforts might be a new chapter for Nigerian cinema—one that seeks to break barriers, challenge stereotypes, and cement Africa’s place in the global film industry.