Mai Martaba’s Oscar entry should propel Kannywood to global stage — Director

By Uzair Adam On Mar 17, 2026

Mai Martaba, Oscar, Kannywood , global stage, Prince Daniel, Aboki, — Mai Martaba’s Oscar entry should propel Kannywood to global stage — Director

The director of Mai Martaba film, Prince Daniel, has called for a deliberate push to position Kannywood on the global film stage following the movie’s selection as Nigeria’s official submission to the Academy Awards.

Prince Daniel, popularly known as Aboki, made the call in a statement reflecting on the growing international attention on the film industry after the recent Oscar season.

The filmmaker, who directed Mai Martaba, described the film’s nomination as a significant signal that the Hausa-language film industry is ready to move beyond local recognition and engage global audiences.

He said the moment presents an opportunity for Kannywood to rethink its ambitions and begin producing films that can compete internationally while preserving the authenticity of Arewa’s cultural narratives.

According to him, cinema remains one of the most powerful tools for shaping global perception, defining cultural identity and influencing how societies are understood across the world.

“For decades, Kannywood and the wider Arewa creative industry have told powerful stories rooted in culture, language, faith and tradition. The limitation has never been creativity or depth, but global visibility,” he said.

He noted that technological advancements and the rise of streaming platforms have opened new pathways for filmmakers, allowing stories from different parts of the world to reach wider audiences without the traditional barriers that previously limited distribution.

Daniel stressed that while Mai Martaba’s selection for the Oscars marks an important milestone, it should be viewed as the beginning of a broader transformation rather than the final destination for the industry.

He urged filmmakers and stakeholders in Kannywood to raise standards in storytelling, production quality and cultural authenticity in order to position the industry competitively on the international stage.

The director noted that film serves multiple purposes beyond entertainment, including preserving culture, shaping global perceptions and exporting identity.

He cited the global influence of the United States film industry, noting that Hollywood has successfully projected American culture and values worldwide through cinema.

Similarly, he said industries such as Bollywood in India and South Korea’s rapidly growing screen sector have demonstrated how local storytelling can evolve into powerful cultural exports with global reach.

Daniel added that the rich cultural heritage of Northern Nigeria provides a strong foundation for storytelling that can resonate internationally if properly developed and strategically positioned.

According to him, strengthening Kannywood’s global presence could also stimulate economic growth by creating jobs across the film production chain, promoting tourism and strengthening cultural pride among younger generations.

He emphasised that the industry now stands at a crossroads between maintaining the status quo and embracing global relevance.

“If we don’t tell our stories, the world will tell them for us—and we may not recognise ourselves in the stories when they do,” he said.

He added that the selection of Mai Martaba should serve as a catalyst for elevating the quality of storytelling and production values in Kannywood to meet international standards.