One year ago, AFRIFF Film and Content Market (AFCM) entered its first year with the goal of creating a meeting point where African filmmakers can connect with professionals who could help move their projects forward.
Months after that first edition was held in Lagos from November 3 to 6, 2025, as part of the 14th AFRIFF, some conversations that began at the market have led to distribution deals, sales representation and an opportunity for African projects to pitch at Cannes.
One of the films to find a new partner through AFCM was To Adaego With Love, produced by Tade Production House in collaboration with Ziva Works. The debut film, directed by Nwamaka Chikezie and written and produced by Brenda Ogbukaa-Garuba, won Best Feature Film and Best Screenplay at AFRIFF 2025.
Trino Motion Pictures got into conversation with the film’s executives at the inaugural AFCM and later took it on through its Content Acquisition and Sales division. Acting as the film’s sales agent, Trino secured a theatrical distribution agreement with Tribe Nation Theatrical Distribution for a Nigerian cinema run in February 2026.
The team had met with a number of distributors at AFCM before deciding to work with Trino. For producer Emil Garuba, the company stood out because its ambitions for the film matched what the team wanted. “They’re a hungry addition to the distribution game, and our conversation about To Adaego With Love felt like the right kind of ambition for where we wanted the film to go. So far, so good. We’re eager to see where they take it,” Garuba shared in a statement to WKMUp.
The period romance drama became one of the early titles represented by a division Trino had launched in September 2025 to acquire African films and find local and international buyers for them. By May, To Adaego With Love was also part of Trino’s international sales slate as the company attended the Cannes market.
The relationship has since moved beyond its Nigerian theatrical run. The film has secured in-flight placements with Qatar Airways and United Airlines, while discussions are ongoing with streaming platforms in English- and non-English-speaking markets. Trino is also exploring a limited international theatrical run.
Also on Trino’s slate of projects picked up from AFCM 2025 is Aljana, currently being shopped to international buyers across English- and non-English-speaking territories. Since the market, Aljana has screened at festivals in Colombia, Canada and Nigeria while Trino continues to pursue sales and distribution opportunities for the film.
Beyond Trino’s major presence at AFCM 2025, the market also played a part in the journey of Chukwuka Ndife’s debut feature, Blood Debt.
According to Ndife, the conversation that eventually led to FilmOne distributing the film began at last year’s market. The Blood Debt team presented a teaser, where it caught the attention of FilmOne CEO Kene Okwuosa. Discussions eventually resulted in an agreement with the leading Nigerian distribution company.
Most of the team’s meetings with potential distributors took place at AFCM, as the production company, Akwavogue, eyed their first ever theatrical outing. They entered the market without an independent sales representative and with little experience navigating film distribution, making the opportunity to meet distributors directly particularly useful. FilmOne’s interest in the teaser led to further conversations and a connection with an in-house representative who helped guide the team through the process.
While the terms of the agreement remain confidential, Ndife considered FilmOne the strongest option based on the clearer contractual commitments around distribution targets and deliverables. Particularly, the distributor was willing to cover part of the film’s marketing costs upfront.
Written and directed by Ndife, Blood Debt follows two detectives investigating murders linked to corrupt politicians and former vigilantes. The film stars Patrick Diabuah, Jide Kene Achufusi, Uzoamaka Power, Tony Umez, Segun Arinze, Norbert Young and Ebele Okaro. FilmOne released it in Nigerian cinemas on June 19, 2026, and will remain on board the project for its ancillary distribution.
While the Trino and FilmOne examples show distribution deals that grew from AFCM meetings, another outcome took a group of in-development African projects outside the continent.
Five projects were selected from an AFCM pitching event to represent Lagos at the Marché du Film’s Goes to Cannes 2026 (which festival founder Chioma Ude has confirmed will be happening again at this edition). Goes to Cannes gives festivals and markets the opportunity to present works in progress to international sales agents, distributors and festival programmers.
The five projects presented were Ashawo, directed by Emil Garuba and produced by Garuba through Sutoritera Limited and Brenda Ogbukaa Garuba through Ziva Works Limited; Achalugo, directed by Daniel Oriahi and produced by DSP Studios and Banger Studios; Family Secrets, directed by Robert Peters and produced by Lillian Amah-Aluko through New Dawn Productions; Insight, directed by Hakym Reagan and produced by Arsene Ngabo through The Movie People; and The Boy and His King, directed by Valencia Joshua and produced by La Vida Studios, FilmOne Productions and Dream Lab Productions.
In a statement from producer Garuba, the opportunity has continued beyond its Cannes presentation. “AFCM gave Ashawo its first proper room of international decision-makers, and the energy around the project opened doors we’re still walking through.”
Conversations around sales, festivals and partnerships that started at the AFCM showcase continued through Cannes and beyond. Some remain too early to make public, but follow-ups are planned with parties who first encountered Ashawo through AFCM.
These early results give a clearer picture of what a film market can do beyond the days it is held.
“AFCM has the potential to become an important marketplace for African films and content, connecting local producers, sales agents and distributors with the wider international industry,” Cassandra Onwualu, Content Acquisition & Sales Manager at Trino, shared with WKMUp.
Their hopes for future editions are more international buyers, acquisition executives, co-production partners and financiers, particularly from markets outside traditional English-speaking territories. “More targeted matchmaking, structured buyer meetings and opportunities for follow-up discussions could also help participants translate introductions into concrete business outcomes.”
The second edition of AFCM will take place from November 2-5 alongside the main festival (November 1-7, 2026).
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