Omowumi Dada Reflects on Black Market’s Guinness World Record and Navigates Nigerian Cinema Realities

When Omowumi Dada teamed up with Nora Awolowo and her production team to create Black Market, their ambition extended beyond making a conventional film—they aimed to make history. Fresh from setting a Guinness World Record with a mega-premiere event that attracted 51,000 attendees at Tafawa Balewa Square (TBS), the acclaimed actress and producer is now guiding the film’s entry into Nigeria’s highly competitive box office.

In a candid interview, Dada revealed that the idea to break a world record originated early in the project’s development. "The story idea came from Nora Awolowo," she explained. "As filmmakers, we began thinking about what we wanted to do with the film. Were we just going to take it to the cinema, or could we do something different with it?"

Dada recounted discovering similar events in other countries, such as the Philippines, where premieres had gathered around 3,000 people. This inspired the team to set a much higher target. "We then asked ourselves, ‘What if we aimed for 50,000 people to break that record?’ That was how the idea came about. It started even before we had fully developed the story and the script."

Reflecting on the overwhelming support and recognition, including congratulations from the Deputy Governor and the President, Dada said, "It’s one thing to have an idea and carry it in your head, but it’s another thing to get Nigerians to support you, get brands to support you, and have your colleagues believe in what you’re doing."

She emphasized the collective nature of the achievement: "It wasn’t just a victory for the cast. It wasn’t a victory for us alone. It was something we wanted to do for Nigeria and our culture. We wanted to put Nigeria on the global map in an area where we know we operate well and excel. Writing the name ‘Nollywood’ on a global scale feels very fulfilling."

As Black Market returns to cinemas, Dada acknowledged the competitive environment, noting several other major films currently showing. She highlighted the film’s broad appeal and unique storytelling as key reasons for audiences to choose it. "You will laugh, you will cry, and you will see yourself in the story. The film will also help you make better decisions," she said.

Dada’s involvement extended beyond acting; she served as executive producer and producer, underscoring the dedication of the entire cast and crew. "You will see actors playing roles and portraying characters they have never played before. It’s a film you should go and watch."

Addressing the realities of the Nigerian cinema landscape, Dada confirmed that Black Market’s theatrical run is planned for two weeks initially, with potential extensions based on audience demand. "Not every Nigerian was at TBS on that day, and every Nigerian deserves the opportunity to see Black Market. That’s why we’re taking it to the cinemas."

When asked about the financial implications of the record-breaking premiere, Dada was candid. "You can’t make enough money from an event like that to fully quantify the value of your work of art. You cannot put a price on intellectual property."

Her remarks underscore the distinction between cultural impact and immediate commercial gain, highlighting the importance of intellectual property as an asset that transcends straightforward financial calculations.

Black Market’s journey from an ambitious concept to a Guinness World Record holder and now a cinematic release exemplifies the evolving dynamics of Nollywood and the growing recognition of Nigerian film on the global stage. Omowumi Dada’s leadership and vision continue to inspire filmmakers and audiences alike to reimagine what is possible in the country’s vibrant film industry.