
Silverbird Galleria
Thanks to a Nigerian Entertainment Business conglomerate, Silverbird Productions of
Mr. Ben Murray Bruce, a US-educated Nigerian entrepreneur, who already has his own TV and radio station, for opening a cineplex in Victoria Island, Lagos. Never ever have I heard opening of a cinema hall or a cineplex make so much
news ! The launch of the cineplex took almost everyone concerned with cinema in Nigeria by surprise. The cineplex is over 6 months old now. Still there is
lot of excitement
around. This is due mainly to the fact that the cinema in Nigeria had been considered as going into extinction, over taken by the emergence of the video films in the nineties.
I read it somewhere that from the Victorian period, emphasis on entertainment of a Western nature was a prominent feature of the Lagos social life. Such entertainment included operatic productions known as Christian cantatas and film shows. In order to indigenize the entertainment industry, the local community proposed the erection of the Glover Hall, opened in 1893. This began the development of such spaces in Lagos. Subsequently, other venues were constructed for the showing of films and other forms of entertainment. These have included the Casino in Yaba, Pen in Agege, Metro in Somolu, Super in Surulere, Tarzan in Orile, Plaza in Lagos Island and the Cinma Halls of the monumental National Theatre in Lagos.
Prodominantly, the screenings have almost euqal shares of “cowboy films” of the Western world, the Indian films from Bollywood, the Chinese films of the Kung Fu Era and more recently the Nigerian Nollywood (!) video films. These films were shown in a variety of cinema houses that cut across social strata. While the rich went to the more expensive cinema houses, the poor took solace in the often run-down cinema houses in the suburban areas and the ghettoes.
Though in Nigeria, I never have come across or personally visited any of the cinema halls before my visit to Silverbird Cineplex, I am told over seventy five percent of the cinema halls are currently housing churches and other places of worship and in some cases have been converted into lock up shops. There are several reasons that are adduced for this development. One of the being the socio-economic conditions that made it impossible for celluloid films to be made in Nigeria, after the first attempts by such people as Ola Balogun, late Hubert Ogunde and late Ade Love. Secondly is the rather strong campaign by the religious groups associating the socio-economic problems in Nigeria to the hosting of the 2nd World Black and African Festival of Arts and Culture (FESTAC ’77) in 1977 !
While some optimism may be shared about the return of the cinema the question to ask is that will the emergence of the Silverbird Cinemas houses bring about a reintroduction of celluloid films? This is not likely to occur as the culture among film makers has shifted to the making of video films which are marketed essential for home consumption, given the high costs of making celluloid films in a depressed economy. So, the Silverbird Cinemas are likely to continue to screen Western, Indian and Chinese films for a long time to come.
Anyways, I know for sure that the Indian community of Lagos is very happy. At any given time, there always is at least one Bollywood movie being screened at the Silverbird. There has been excellent response to screening of movies like Ab Tumhare Hawale Watan Sathiyon, Swades, Veer Zaara, Aitbaar, Ailaan, and currently running Black. I already have seen Black, and looking forward to release of Bewafa !