AMAA Is In The Class Of Oscars, Other International Awards – Peace Anyiam-Osigwe
The Africa Movie Academy Awards, popularly known as AMAA and the AMA Awards are presented annually to recognize excellence of professionals in the film industry. The AMA Awards is widely considered to be Africa’s most important film event and the most prestigious film award in Africa. Peace Marie Ogechie Anyiam –Osigwe, known and addressed as ‘Madam AMAA’ is the founder and the brain behind AMAA, which is globally acclaimed to be of the same standing as the Oscar Awards in the United States of America (USA). Since AMAA debuted, except when the event was hosted in Port-Harcourt, Abuja and Lagos, Yenagoa, Bayelsa has always played host to the awards. This year’s awards which will hold in Lagos on Saturday, July 15, 2017 at the Eko Hotel Convention Centre is going to be officially hosted by the Lagos State Government as part of a year-long celebration of Lagos at 50. The one time Vice-president, Association of Movie Producers of Nigeria spoke with Ajibade Alabi on many sundry issues. Excerpts:
The Glitters Online: Was AMAA your first ever involvement in entertainment business?
Peace: AMAA was not my first involvement. I have been in the entertainment business since I was in London. And when I came back to Nigeria, I continued. I have been in the entertainment business for over two decades now. And AMAA came into being in the year 2005, so you can see for yourself.
The Glitters Online: Is there any relationship between the Bayelsa state government and AMAA?
AMAA’s relationship with Bayelsa is cordial because they were the first to host and support us for the first edition.
We just believed we should take it to another state. Before now, Bayelsa has been hosting it. Since 2008, it has been up for bidding, but Bayelsa has always been winning the rights to host, because they have always maintained the relationship, and when they won the hosting rights in 2008, they asked for four years hosting rights.
We signed an M.O.U to that effect, although there were issues about payment but we kept on with them because AMAA was supported by Bayelsa state government from the onset when it was just an idea, and so when there were delays or lack of payment, we also had to understand.
The Glitters Online: Can you say AMAA has really improved the development of films in Nigeria?
Peace: AMAA is not a national award, it is an international award in the class of the Oscars. So AMAA has not only improved the development of films in Nigeria, but also in Africa generally. AMAA has raised the bar in films across Africa and I believe even beyond. And I think the value added is that people rate it as the awards that recognizes excellence in films.
The Glitters Online: We have many movie and films awards now. What do you think makes AMAA different from other awards?
Peace: We have been able to establish a distinguished academy. I still think AMAA, after many years of our existence, the constitution of our panel and our way of judging, AMAA has come to stay. AMAA is to Africa, what the Oscars is to the American.
There are about 100 people in the committee screening process, screening films that were submitted by film makers across Africa so you can’t just emerge as a winner in AMAA anyhow. The screening takes a lot of time which gives us recognition and respect globally and we have caliber of judges who are professionals and who are well known in international film business. Film-makers/critics that include Nigeria’s Shaibu Husseini, Keith Shiri, June Givanni, Berni Goldblat and Ayoku Babu. They all command respect in international films circuits.
Furthermore, our relationship with CANE, Toronto, Dublin, and other films festivals of the world will confirm to you the kind of respect AMAA commands, not only in the film business in Nigeria or Africa, but in the world.
So I can tell you that what we have is distinct from other awards that are on ground. Not that we are worried about others, of course its a positive thing to grow in number. We believe that films makers should be celebrated, but I believe there should be a benchmark for where good films should be celebrated.
Although what you judge as a good film may not be what I see as a good film but I believe Nigerians know good films when they see one, although the technicalities of the film and the African concept of it should not be relegated…
The Glitters Online: Apart from the finance, what other problem is AMAA facing?
Peace: We still see logistics as one of our problems in AMAA, because working flight in Nigeria is a nightmare for other African film makers. So the issue of logistics is what we are trying to redefine right now.
The Glitters Online: How prepared are you for the 2017 edition?
Peace: Our pillar of strength is the uncompromising character of our judges. The judges have never toyed with the criteria for picking the winning films in the 13 years of AMAA’s existence. The award remains jury-based because it values the decisions of the experts in charge. Despite the fact that I am the founder and Chief manager of the awards, I have never tampered with the jury’s decision. I don’t get to know the judges’ decision until the award night when they hand over the results to me in the course of the grand finale. We once lost a sponsor that did not understand the essence of such a principle of integrity.
On the forthcoming edition, AMAA is ready. We commend the Lagos State Government for hosting the awards. However, we are still yearning for more corporate collaboration. AMAA ought to have earned consistent and fundamental support based on its contribution to the development of the film industry and the leverage it has given to film-makers on the continent and beyond.
Apart from rewarding movie stars in Africa, AMAA has trained over 5,000 youths in film-making.
Besides, Toronto Film Festival did not just happen; we invested by ensuring that jury members of these international film festivals are part of AMAA. It’s important we begin to make that evaluation between what is a sustainable event and an event that survives on its own.
I can’t understand why we can’t have major sponsors. I just feel that AMAA does not always need to look to government; that’s one of the things I would like to achieve. It’s about sustainability; AMAA should run without a Peace around.
As usual, several Nollywood stars are on the nomination list for the award this year, as revealed at the nomination event held in Kigali, Rwanda.
