Abuja, Nigeria - November 8, 2025 Mr Temitope Ajayi, Seniour Special Assistant to President Bola Tinubu on Media and Publicity, has urged Nollywood filmmakers to use their crafts to promote positive national narratives, focusing on shared history and triumphs. He made the call in his keynote speech at the on-going 22nd Abuja International Film Festival(AIFF) with the theme, “From Script to Nation: The Role of Film in Shaping National Identity.” This year’s AIFF which commenced on Thursday to end on Monday bringing together actors, filmmakers, regulators and other cinematic stakeholders from around the world. According to him, in an increasingly globalised world, films have become a pivotal instrument for nations to construct and communicate their identity, making it crucial to understand their influence. He said Nigeria has stories that foster a sense of national identity, pride, and hope, adding that these stories can be promoted through film. He urged Nollywood filmmakers to emulate Bollywood films that reflect India’s multifaceted society, encompassing different religions, languages, and cultures, and Hollywood that depicts American heroism. “It is important to stress at this point that film or cinema, as the case may be, has become more than just a medium of entertainment. “It has become a veritable tool for cultural identity, cultural decolonisation, and most of all, for diplomacy and for shaping a nation’s identity, including showcasing its language, fashion, food, and other goods. “I remember most of us here believing we all wanted to go to Japan or dream of traveling to any part of Europe or North America. “It’s because of what we saw in American films when we were growing up; we saw New York and other places that look so fascinating and we aspire to live and work in those environments. “So, I think that is a lesson for us as filmmakers, as we are telling our stories through our film we should tell the story of the best of our country, our national heroes and icons,” he said. Ajayi said Nollywoof films should also be used films should also be used as marketing tools to promote Nigeria’s rich tourism sector by showcasing its unique landscapes, culture, and heritage According to him, films have the power to influence potential visitors’ desire to travel, as they create positive and memorable images of a location, shaping public perception and increasing interest in visiting. “I think this is one area Nigerian filmmakers also need to work on; let’s begin to show many parts of our country as destinations for tourism. “It will also make filmmakers from outside Nigeria to come and shoot their movies in the country,” he said. Earlier, Temitope Duker, AIFF Festival Director, told NAN on the red carpet that the 22nd edition was a milestone as the festival has evolved from a humble beginning into a global brand. According to her,1,687 entries from 87 countries were received for the 22nd edition of the annual film fiesta. She said 71 exceptional films have been selected to screen and compete for awards in the festival, including several panel discussions and masterclass. “For this year we have a special mention which we have never done before at the Abuja International Film Festival. “One of the reasons why we’re having a special mention this year is also because we realised that there are some films that are very good. “Unfortunately they didn’t make it into the nominations. and yet we still wanted to at least give some credit to the filmmakers,” she said. NAN reports that Abuja International Film Festival is an annual fiesta where films, actors, producers within and outside Nigeria are showcased to foster interactions for co-production, distribution, and investments. The festival is affiliated to the Durban International Film Festival, Dahlegona International Film Festival, Georgia International Film Festival, Commonwealth International Film Festival, and other renowned Film Festivals.