Established two years ago, the Sliverbird Cinema has proved to be a centre of movie excellence. It has succeeded in reviving the cinema culture in Lagos.

•Jide Azumah Photo By : Sun News Publishing

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It has even gone further than this. Now, a movie buff can sit relaxedly and enjoy his favourite flick in a comfortable environment, with his wife and children in tow. How has it been in the last two years? Blockbuster spoke with Mr Jide Azumah, General Manager, Silverbird Galleria. Excerpts:

It has been a very long road in the last two years because there was no precedent. We had to set a precedent to match our own standard. We made sure from day one that we were not guided by the so-called Nigerian standard. The impression we are trying to create in this country is for people to get value for their money like when they visit a place like this in any part of the world.

Bold moves

The history of Silverbird is replete with bold moves. Silverbird has a track record of working in uncharted waters. When we started 25 years ago with music promotion we were told that we wanted to do what nobody had done before. As young boys, we all grew up going to the cinema. We still have fond memories of the cinema. Now, it is a big shame that the only time we can enjoy good movies is when we travel outside Nigeria. For this reason, my chairman (Ben Bruce) decided to bring back the cinema culture. Today, there is a place a family can go for relaxation and that is the Silverbird Cinema. We have created an environment that we used to enjoy when we were growing up.

Silverbird Cinema and foreign movies

It is wrong for people to think that Silverbird Cinema is all about foreign movies. We are a 35mm cinema exhibition outfit. Nollywood does not shoot movies on celluloid. But what we have done is to invest on digital projectors to accommodate Nollywood movies that are converted to DVDs. Now, I am glad that a movie has just been produced on celluloid in Nigeria. It is entitled ìAmazing Graceî. We are looking forward to exhibiting the film.

Challenges

The number one challenge is that we have done what nobody has done. So, we had to set the pace. The fact that people are not used to this is also a problem. It is quite demanding to train people. But I am very proud that we are the first service company fully in the hands of Nigerians. This I believe is an achievement. It is very challenging to get people to act properly within an environment such as this.

Management style

It is simple. My style is leadership by example. There is nothing I ask my staff to do that I cannot do. I am here 18 hrs a day almost throughout the week. When I get to the office at 6.30am, I may not leave until 10 or 11pm. My staff is also committed. It is not just telling people to do it but showing them how to do it.

Motivation

Success motivates me. They say nothing succeeds like success. I must excel in everything that I do. Failure is an anathema. It doesnít exist in my dictionary. I thank God that today I have succeeded in all the tasks placed before me.

Expansion plans

We are building a Galleria in Abuja. We now have two centres. Within the next 2 years we will be in Bayelsa, Port Harcourt and precisely in Ikeja, Lagos.