By Anita Eboigbe
In the left corner, nestled next to the documentary by Michelle Obama & # 39; Becoming & # 39 ;, & # 39; The Delivery Boy & # 39; stood out as always. This time, it was on the Netflix homepage in the US – the part entitled "trends".
Back in Nigeria, the film rose to number two just four days after premiering on Netflix and immediately reached number three on the same day.
The film follows the story of a runaway suicidal teenager (Jammal Ibrahim) and his newfound ally, a young prostitute (Jemima Osunde), who must trust each other to survive the night.
Produced by Something Unusual Studios and directed by Adekunle & # 39; Nodash & # 39; Adejuiyigbe, the film received an avalanche of positive reviews that speak of the boldness of its themes and the dedicated execution in acting and images.
For many people, Nodash and his team created a classic – a gift that keeps on giving.
Every time the film is discussed, it brings new perspectives as if it had just been baked.
However, most people do not realize that it was manufactured in 2015/2016 and exceeded its market value year after year. In the past four years, the film's financial etiquette has found ways to double and quadruple.
Although the filmmaker refuses to share, market indicators abound. Before being chosen by Netflix, & # 39; The Delivery Boy & # 39; had the most epic festival than any Nigerian film ever seen.
While traveling across continents, he was exposed to various markets with distributors struggling to get their hands on it. After three successful years at the festival, the film hit theaters, where the public received rave reviews.
As soon as he left the cinemas, he started his online streaming series, starting with Amazon Prime and now Netflix. With the buzz surrounding the film growing feverishly again, it is said that more platforms are waiting to integrate it.
& # 39; The Delivery Boy & # 39; found the elixir of African life in the content? What are the secrets that Nodash and his team need to share? Does this mark a new turning point for the factors that investors need to look at in a movie?
The film is not just box office numbers or the amount that is paid to put it online after the cinema is over. Cinema is like real estate and must be made for longevity – both in legacy and financial returns.
As a magic trick, Nodash and his team made a film that showed that African content can intersect between quality and financial return for life! It is not a fluke, but a series of calculated efforts that the filmmaker was ready to reinvent and implement.
Against the negative responses he received from some quarters when he started the project, Nodash recalls that he was intentional in starting the experiment.
“I knew there were ways to improve the films and keep them for longer, but I needed to perfect the formula and confirm that it worked. It works!
"Cinema is like real estate and, from the beginning, it should be planned with periodic returns in mind," said Nodash as he talked about the inspiration behind the & # 39; The Delivery Boy & # 39; process.
With COVID-19 about to change the face of content distribution for life, it is certain that investors are currently reviewing the previously defined criteria for taking on film projects.
The obstacle is clear – movies need big marketing budgets before they can get tickets at the box office. They also lose that sequence when they leave the cinemas and are barely noticed when they start broadcasting.
They also fail to signal the artistic and financial path at the same time. Investors and stakeholders have been informed primarily that one must renounce the other.
The fight between a talent that asks an investor to be patient and the investor in fear that too much may yield too little return goes on for a long time. "The delivery man" has lessons for everyone in this regard.
First, he tells talents to start where they are and bet on themselves. Nodash recalls that he had very limited resources with which no one believed that a film of this magnitude could be shot. He risked a calculated chance and invested in his project to present a solid point.
Second, the four-year period that & # 39; The Delivery Boy & # 39; it took to flourish more is proof that investors need to remain patient. With a team and talent that knows what to do, your money is safe and your income guaranteed for life. You don't grow a tree in a hurry.
The suspense received 12 nominations in the 2019 Africa Movie Academy Award (AMAA).
"The Delivery Man" ended up winning the "Best Visual Effects Achievement" award at the 2019 AMAA.
The film has been shown around the world at various festivals, including the 25th African Film Festival in New York, the Pan African Film Festival (PAFF) Lights, Camera, Action Film Festival and Nollywood Week Paris.