Nigeria’s Africa International Film Festival (AFRIFF) is set to introduce the AFRIFF Film and Content Market (AFCM), an initiative designed to position Africa alongside the world’s most influential film markets. The event will run from November 2 to 8, 2025 at Twin Waters in Lagos, in partnership with the Nigerian Film and Video Censors Board (NFVCB) and the Ministry of Arts, Culture, Tourism and Creative Economy.

Since its founding in 2010 by Chioma Ude, AFRIFF has become Nigeria’s leading film festival, offering annual screenings, workshops, industry sessions and awards. The addition of AFCM extends its focus by providing a platform for directors, producers, distributors and investors to connect and pursue opportunities within the continent and beyond.

An information session to present the new market was held on September 2, 2025 at Alliance Française in Lagos. The NFVCB highlighted the strategic value of situating a film and content market under the AFRIFF umbrella, noting its potential to attract investors and enhance visibility for African cinema. The board also recommended the development of capacity-building workshops to equip Nigerian filmmakers with the skills to negotiate effectively with international partners.

The session featured a presentation by German film executive Dennis Ruh, former director of the European Film Market (EFM) at the Berlinale. He outlined the distinction between festivals and markets, noting that while festivals focus on screenings and promotion, markets serve as spaces for deals, co-productions and business negotiations. Ruh also classified AFCM within the regional market category, placing it alongside platforms such as the Asian Content and Film Market in Busan, the Hong Kong International Film and TV Market, and Ventana Sur in Buenos Aires. He confirmed his participation at the AFCM launch in Lagos.

A panel discussion, moderated by film scholar Dr Victor Okhai, examined the opportunities and challenges the market would bring. The panel included director and producer Victor Okpala, showrunner Victor Sanchez Aghahowa, film programmer Chioma Onyenwe, producer Enyi Omeruah, and Ruh. Discussions centred on the dynamics of buyers and sellers, the importance of networking, and strategies for aligning projects with investor requirements.

Additional contributions came from Nigerian creatives including AFRIFF founder Ude, comedian Bovi and actor Deyemi Okanlawon, highlighting the broad support within the local industry for the new platform.

Organisers confirmed that AFCM will provide showcases, investor meetings and promotional opportunities for participants. The initiative is expected to draw stakeholders from across Africa and other regions, making it the first large-scale film market of its kind on the continent.

The market will run concurrently with AFRIFF’s annual festival programme, offering participants the chance to engage in both creative and commercial aspects of the film industry. With a structured marketplace in Lagos, organisers aim to strengthen the continent’s film sector, improve access to international distribution, and establish Nigeria as a central hub for global film collaboration.