Nollywood Meets Qatar as Nile Media, Oryx Group Open New Market

Nile Media Entertainment Group is extending Nollywood’s reach with a new partnership in Qatar. Working with Doha-based Oryx Group, one of the region’s leading African-owned entertainment companies, the collaboration will bring Nigerian films to Qatari audiences and create opportunities for cultural and industry exchange.

The initiative launches with Radio Voice, which will screen at one of Qatar’s largest cinema chains. A longer theatrical run could follow, depending on audience response.

How Qatar Entered the Picture

The move followed data insights, said Aondofa Shija, film business and data strategist at Nile Media. When the company secured distribution rights for Everybody Loves Jenifa across 28 countries, analytics showed consistent streaming engagement from the Middle East, particularly in Qatar and Oman.

“We wanted Nigerian films to reach as many countries as possible,” Shija said. “The Middle East came up strongly in our streaming data, with Qatar and Oman always appearing. Nigerian films that trended globally usually had viewers from these places.”

Initial efforts to work with local cinema distributors faced hurdles, with Hollywood titles dominating the screens. Partnering with Oryx Group, which holds an operational license in Qatar, allowed Nile to sidestep those challenges by organizing a premium premiere event followed by public screenings.

“This made all the difference,” Shija explained. “Qatar is a regulated market, but Oryx Group’s experience and presence gave us the local insight and approvals needed to make this possible.”

Why Qatar Matters

While Europe and North America remain Nollywood’s strongest foreign markets, Nile sees the Gulf as a region with untapped potential.

“The Middle East is opening up,” Shija noted. “Qatar hosted the World Cup in 2022. Saudi Arabia now has cinemas and is investing heavily in entertainment. These countries want cultural engagement, and Nollywood has something to offer.”

The company sees this as the start of a wider push into non-traditional markets. “Qatar is just the first step. Tomorrow it could be Oman, Saudi Arabia, China, or the Caribbean. African stories can connect everywhere,” Shija added.

A New Chapter for African Cinema

Nile Media CEO Moses Babatope described the Qatar launch as a significant step in Nollywood’s global strategy.

“Nollywood coming to Qatar is not just about a new market—it’s about promoting Nigerian culture and showing the world the power of our film industry,” Babatope said.

Oryx Group echoed that sentiment, calling the partnership a milestone for both industries.

“This partnership changes the game for both Nollywood and the Nigerian-Qatari relationship,” said Famous Aluya of Oryx Group. “It’s not just entertainment; it’s about building cultural bridges and creating a shared experience that deepens ties between the two regions.”

If the rollout of Radio Voice performs well, Nile and Oryx plan to expand their efforts across the Gulf Cooperation Council (GCC) countries, including Oman and Saudi Arabia.

“This is about breaking old limits,” Shija said. “Years ago, people said Nollywood films couldn’t succeed even in Nigeria, but the industry grew, found its audience, and proved them wrong. We believe the same will happen in Qatar.”