The Film Blog: The AMAA move to Lagos reveals a critical flaw in its design

Simply put, the Africa Movie Academy Awards cannot continue to move from state to state (or country) based upon which government is willing to pony up funds for the hosting of the show.

This could very well be something that the organizers have considered, but given the trends over the past 12 years, we’re not inclined to think that. It would, of course, be one thing if this were part of the fabric of the show, and “the travelling awards show” was part of the AMAA brand but right now it exists more as the show whose next location no one can ever be sure of.

If, over 13 years, AMAA hasn’t amassed enough clout to move away completely from government funding, then there is a big problem. We, however don’t think this the case. AMAA is a big enough brand to be able to find its own footing outside of state sponsorship. Maybe it’s just a question of figuring out how to leverage on their clout? We’re not sure, but what we can say for certain is that the current inconsistency with the show is letting it down greatly. And given that the AMVCAs are playing around, we seriously need AMAA to step up to the plate.

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