From Silver Screen to Award-Winning: Amstel Malta’s Decade Support for AMVCA’s Best Movies

Amstel Malta, a renowned malt brand, has proudly been the headline sponsor of the Africa Magic Viewers’ Choice Awards (AMVCA) for almost a decade. The sponsorship demonstrates the brand’s commitment to supporting the African film and entertainment landscape. As an advocate of storytelling and creativity, Amstel Malta sees its partnership with the AMVCA as one of the ways to promote and celebrate African talents. MARY NNAH writes that Amstel Malta and the AMVCA’s continued collaboration and support of African creativity partnership will continue to make a significant impact in the years to come

Amstel Malta’s long-standing partnership and continued support for the African film and entertainment industry through its partnership with the Africa Magic Viewers’ Choice Awards (AMVCA) since its inception, is a testament to the brand’s commitment to empowering and celebrating African talents and storytelling. By supporting the next generation of filmmakers and content creators, Amstel Malta is playing a vital role in shaping the future of the creative industry.

Over the past decade, Amstel Malta’s partnership with the AMVCA has made a significant impact on the African film and creative industry. The brand’s consistent support and sponsorship have not only celebrated the achievements of talented filmmakers but have also helped to elevate African cinema on the global stage. Its commitment to promoting excellence in filmmaking has inspired and empowered a new generation of creatives, contributing to the growth and development of the industry.

Amstel Malta also believes in empowering and supporting the next generation of filmmakers and content creators, and this is the main reason it has been part of the AMVCA’s mission right from its inception in 2013.

As the AMVCA celebrates its 10th edition, Amstel Malta looks back on its remarkable impact on the films created then and looks forward to celebrating its partnership in the future.

Amstel Malta has always been associated with brands like the AMVCA which puts the spotlight on the best.

Over the years Amstel Malta has remained committed to the film and television industry even before the AMVCA. It is good to see a brand that remains consistent towards supporting budding talents within the industry.

Speaking during the AMVCA 10th edition press briefing recently, Senior Brand Manager, Amstel Malta and Hi-Malt, Francis Obiajulu, said, “As a sponsor of the AMVCA since its inception, we are excited to be part of this 10th edition. This marks 10 years of our partnership with AMVCA as a sponsor, celebrating excellence in the African film industry and encouraging Nigerians to be the best while shining a spotlight on the best of the best.

He said Amstel Malta’s partnership with the AMVCA is based on the company’s desire to build a platform that has become a catalyst of excellence and its belief in the African creative industry.

“Our pioneering initiative, the Amstel Malta Box Office (AMBO) 18 years ago, which has produced several incredible stars, is proof of this commitment to nurturing talent and promoting the best of African theatre and cinema.

“As we celebrate a decade of this remarkable journey, I extend my deepest gratitude to the AMVCA organisers, the creative geniuses who bring stories to life on our screens and every individual who has been part of this journey, together let us celebrate the magic of storytelling, the brilliance of creativity and the enduring spirits of excellence that have defined our partnership over the past 10 years.  Here is to a sustaining legacy and many more years of elevating African creativity’, Obiajulu noted.

The Africa Magic Viewers’ Choice Award for Best Overall Film is an annual category presented by MultiChoice, celebrating the best African film for the receding year, sponsored solely by Amstel Malta. The movies that won Best Film awards from 2013 till date among others include: ‘Otelo Burning’ directed by Sara Lecher won in 2013; ‘Contact’ by Shirley Frimpong-Manso won in 2014; ‘October 1’ by Kunle Afolayan 2015; ‘Dry’ by Stephaine Linus 2016; 76 by Izu Ojukwu 2017; ‘18 Hour’ by Phoebe Ruguru 2018; ‘The Mercy of The Jungle’ by Joel Karekezi 2019; ‘Amina’ by Izu Ojukwu and Okey Ogunjifor 2022 and Anikulapo by Kule Afolayan won in 2023.

According to the Executive Head of Content and Channels, West Africa, MultiChoice, Dr Busola Tejumola, the AMVCA 10th anniversary is a celebration of a decade marked by brilliant innovations in storytelling. Speaking during a recent press briefing, she said that as the AMVCA holds its 10th edition from May 10th to 11th 2024 in Lagos, it was obvious the brand is on the verge of a revival – a revival in the African film and TV industry. This revival will see the emergence of film’s great talents and quality production.

Over the past 10 years, the AMVCA, organised by MultiChoice, in partnership with Africa Magic, has become the beacon of excellence recognising and honouring outstanding talents, creativity and dedication within the African film and TV landscape. The impact that the AMVCA has had on the film industry across the continent is undeniable.

Since its inception in 2013, the AMVCA has injected over 600 trillion naira into the film and TV economy, N900 billion in awards events and training; creating over 27,000 long and short-term jobs.

The AMVCA has had a positive impact on the film industry across Africa since its inception. It has created recognition and celebration.

The AMVCA, as we know, provides a platform for recognising and celebrating the achievements of talented actors, filmmakers, directors, and industry professionals across Africa. This recognition not only boosts the morale of those who receive it but also inspires creatives to pursue their passions.

It is also about promoting the African continent. The AMVCA encourages the production of authentic African content by showcasing the best in African cinema, television, and filmmaking. This helps to elevate African storytelling and culture both locally and internationally.

It is also about networking and collaboration. The AMVCA brings together all professionals in various sectors of the creative industry, providing opportunities for collaboration and knowledge sharing. This facilitates the exchange of ideas skills and resources ultimately, leading to the development of stronger and richer creative communities across the continent.

It is also about the creative economy. The AMVCA contributes to the growth of the economy by generating revenue through sponsorship, ticket sales, advertising and all the related activities.

Additionally, the exposure received by nominees and winners leads to increased opportunities for employment and investment within the industry.

Most importantly, the AMVCA serves as a platform for nurturing and showcasing emerging talents in the creative industry. Winning or even being nominated for an award, provides valuable exposure and validation for up-and-coming actors, filmmakers and other industry professionals, helping to launch their careers to new heights.

Now, this year in partnership with its lead sponsor Amstel Malta, MultiChoice, in partnership with Africa Magic, organisers of the AMVCA, is determined to make the awards more reflective of the things that they are known for.

Amstel Malta believes the annual event has continued to shape the narrative of African cinema, providing a platform that expresses voices and stories that resonate with audiences far and wide.

It also believes this annual celebration has not only raised the visibility of African talents but has also fostered a sense of unity and pride within the industry.

Tejumola extended her gratitude to the headline sponsor, Amstel Malta for their relentless commitment to creating magic around AMVCAs, stating that since 2013, Amstel Malta has been a steadfast supporter of the industry, sponsoring their endeavours and showing a deep commitment to the shared beliefs. The brand has also played a crucial role in recognising and honouring thespians, producers, directors, and others who serve as custodians of our cultural heritage. Their efforts also ensure that our rich history and culture are preserved for future generations.

Celebrating ten years of excellence, our awards remain committed to creating platforms and opportunities for the best entertainment to be celebrated. There are countless unique and inspiring African stories waiting to be told, and it is our collective responsibility to share these narratives with the world.