Nigerian director and producer, Ade Adepegba, speaking ahead of the new film festival, Nollywood Now–apparently the first entirely dedicated to the genre–that takes place in London from 6-12 October:

Nigerians are the largest group of Africans living in the UK, and the majority of them live in London … Nigerian films still hold their strongest appeal to first generation immigrants who feel a deep attachment to their homeland. So, at the moment nostalgia is the main reason for the appeal of Nollywood.

And Nollywood Now’s creative director, Phoenix Fry:

Ultimately, it’s the way the films are crafted, rather than their juicy content that gives them universal appeal … The storytelling is so good. Nigerian filmmakers really know how to entertain their audiences. They’ve studied the populist genres from other countries – Bollywood musicals, low-budget horror and Brazilian soap operas, for example – and reworked these to appeal to anyone with a love of drama.

The Guardian’s Film Blog.