Charles Novia is a movie producer and acclaimed script-writer. His name might not particularly ring a bell but if you know a bit about Nollywood (Nigerian movie industry), you will know about his works. Remember, Covenant Church, that movie about Pastor E.A.Adeboye? Missing Angel, (the one that allegedly made Desmond Elliot a household name and has Stella Damasus), and most recently, Caught in the middle.

He is the executive producer of Nigerian Chat show and its faceless presenter. He is not a push over despite his tender age of 37.
Novia is usually a cool producer who goes about his duties without much noise but in a recent chat with Showbiz Now, he lost his cool. He told us without mixing words that some of Nigerian top movie stars are peripheral and he predicted that top acts like Genevive Nnaji, Omotola Jalade Ekeinde and current highest paid actor in Nigeria, Emeka Ike are on their way out. About to wed actress, Ini Edo, Jim Iyke, Oge Okoye and Ebube Nwagbo did not escape his hammer. He also spoke about Majek Fashek who is on his label here in Nigeria, Nigerian Chart Show and his next movie to be shot on celluloid.

Genevive Nnaji, Omotola Jalade Ekeinde and Emeka Ike were less than gracious about him as well. They bared their fangs and called him names when we sought their reaction. Each of them called us back to add more venom to an earlier reaction they have obliged us. They were really angry.
As an unpartisan umpire we present them in their words. Who is right? Who is wrong? It is up to you to decide.

Charles Novia on his last movie, 'Caught in the middle':
The movie elicited mixed reactions from those that called themselves, movie critics. Some were for it and some were against it. 'I don't bother my head about what people say when I do a movie. You can't please everybody. I did a damn good movie. Black Entertainment Televison (BET) showed the movie during Christmas last year to about 24 million people. I was the only West African producer on that programme called African Calling. They received millions of mails asking for a re-run. They had to re-run it in January. The movie was one of the biggest selling movies of last year. We sold in the region of 300 000, that is good in an industry that boast of average sales of 40 000 copies.'

Next movie
I want to get the story of Majek Fashek out to people. He is the most misunderstood person. People think he is crazy and that he is on drugs. We are going to show all that in the movie. The movie will be shot on celluloid, (35mm camera) and Francis Duru will play the lead role.

On Nigerian Chart Show
This is the third year of the Nigerian chart show. We will be four in October. It is a wonderful show, there was nothing like that at the time it was conceived. We have a team. When you listen to the programme you understand that a lot of research goes into it. A lot of people keep on appreciating it and we are quite happy about that.
I don't think we are making a lot of money from it. The adverts are coming in though. We spend millions on it every week, but it's not about the money but the passion. We are doing something that people appreciate.

Reasons he has not done a movie recently
I take my time these days. I'm an advocate of Nollywood's achievement but I think we have lost direction because we've allowed stupid interest, especially from the marketers to override genuine business intentions. These so called marketers started the industry, invested in the industry but they are also killing the industry. The reputation of story lines and the over usage of actors have made people less enthusiastic about us. The buying public is weary; they are tired of seeing the same story line, the same faces. I don't have anything against these actors, but I think the so called big actors are over used. No Nigerian actor can stand to say I've done 500 movies that are outstanding. It is only two to three movies they've done that are outstanding. That's absolute rubbish. I think the likes of the Genevieve, Ramsey Noah, Omotola, Emeka Ike, and all those who have over flooded the screen are phasing out. I'm saying it from a professional point of view.

They've been there for over ten years doing the same things. They have nothing to offer again. Any producer who fails to recognize that is stupid. Now, we have the return of the middle class. The middle class are now in the league of millions of people like those who go to Silverbird Galleria. They are the ones who will take over the industry because their taste is high. These people need to see new and fresh ideas, new story line, new faces, new talents, and new breakthrough in cinematography. It is not about shooting the movie in ten days but about shooting it in a year; it's about getting the right distribution outlet and getting people to appreciate those talents. For me, we are on the look out for new faces, new talents, because the so called grade A acts or whatever they are called are on their way out. They are already out. We need new people. For those who want to use them, I wish them good luck. It's not as if they are not talented, they are talented but I think they are over used and they have abused that.

Who are the new emerging acts?
The new emerging act are everywhere, they are on the streets, arts departments, beautiful models, young teenagers. They are all there crying for a chance.

Does being over used have anything to do with being relevant?
If you look at the likes of Robert de Niro Al Pacino they have been in Hollywood for over 20 to 30 years, they are not over used and they are still relevant. There is a sense of professionalism in what they do. The artistes we have here in Nigeria only need the money and they take the script. That is changing because, people has seen all that Genny, Ramsey, Emeka Ike and Omotola have to offer. That's why I advocate that producers, directors go back to do things right. I believe there are ways we can make movies believable. We need to do artistic work, work that can stand the test of time. Let's do relevant movies. Its doing movies with new professional set of rules.

On Ini Edo
I've never rated Ini Edo as a fantastic actress. We need to tell ourselves the truth. I know people are going to criticize me for this. I don't think she is a very good actress. I give respect to her fans, but I think she is a peripheral actress. She scratches the core; she doesn't have the depth to internalize. There are few artistes that can internalize. I'll mention their names. Nobert Young is a method actor, Sam Dede is a wonderful actor, Jude Onwrora, John Njamah, and Empress Njamah are all good artistes.
Peripheral means, she (Ini Edo) is just an actress by the word not by deed. The talent might be there but she has not been worked on. Because of the volcanic rise to stardom, there are beliefs that she is there, but she is not. There are many of them like that. Ini Edo is in peripheral, Ebube Nwagbo is in peripheral, Oge Okoye is in peripheral. Though I've seen promises from some of them.

What separate genuine artistes from peripheral artiste
Training is what separates the men from the boys. I've heard some of them said, 'I am talented, I don't need to go to acting school.' That is all crab. Even in Hollywood people still go for drama lessons. But here, everybody thinks he can act.

On Jim Iyke
He is in the range of peripheral actors. he is an American wannabe. He could be good sometimes.

Novia's stand on Omotola, Genevieve and Emeka Ike
Omotola is good; I've worked with her a couple of times. I've never rated Emeka Ike as some who has explored his talents; I think he has always being on the fringe. Genevieve is damn good but like I said she's been overused and over-rated. So, she got to go. They got to take a long break. Let them go and do other things and discover themselves. I'm saying this for their self-development. Good enough, Emeka Ike has opened school and doing other things. He is now a business man.

Still on Emeka Ike
He is the most used actor now. Don't you think some producers will disagree with you?
Good for him. Everybody has his own opinion. This is a concise study. I am going to be doing a series in the newspaper soon. The series is called Nollywood and the emerging middle class. This is borne out of research.

Next Movie
Francis Duru, Eddy Bassey, to play Majek's Wife. People have asked me why I chose Francis. Francis is a trained actor, he can internalized roles and he can go the whole hug, for instance, he is taking guitar lesson now and he is studying tapes on Majek's lives right now. He is as fair skin and short like Majek. This was done after an extensive research. By this time next year the movie should be in cinema. And it will be shot on celluloid. I don't believe in known Nigerian star. My movie will sell itself based on the strengthen of content and story

People write me off
People always write me off, they say I have nothing to offer again. I laugh because they are not God. God is the one that dictate what I do. I am entertainment entrepreneur right now. I am planning to set up a school on movie making, it is on course now. It is going to be called Novia Academy for cinematography and dramatic acts.

Genevieve respond
Star actress, Genevieve was on location shooting a movie when we sought her response on phone. She spoke to us for few minutes and called us back with these following words 'who is Charles Novia? Well, if he feels the actors are doing the same movies and acting the same way then it is the faults of script writer and director, both of which he claims to be. Anyone who needs people to fade or fall for them to rise, is nothing short of a loser.'

She continues, 'he is probably upset with the fact that he cannot afford to pay some of us and telling himself that “our (grade A actors) time will soon pass” its his way of consoling himself. Well, I have an advice or two for him. Change can only start with the man in the mirror. He should 'up' his game and catch up with the rest of the industry because, no one is going anywhere or stepping down just to please his blotted ego. And if he can't do that then I guess his only option truly is to wait for us to fade and neither of us know how long that will take. Do we? People have been waiting for years ago, they are still waiting.'

Omotola Jalade Ekeinde respond
Is he not the same producer that has no particular hit movie? Is it not same one who writes letters to unsuspecting companies to shoot movies that never sell or make profit? Is he still in this industry?
If there are no good movies, then it is because, some hungry script writers and producers are not doing their jobs of producing good movies that actors can be appreciated in, they are hoping that the best and most experienced fade so that the mediocre like them can finally thrive. When serious producers want to do good movie, they know who to bank on.

Emeka Ike:
He is presently most used and highest paid actor and we believe he is the worse hit on the list of Charle Novia's criticism.
'We all started out as actors, it was when he could not make ways that he decided to be a producer. He is always going about with proposals. Ope Banwo told me how Charle Novia made him lose his job. He is a movie contractor who has not made any impact. Tell me which hit movie he has done.'
We told him of Desmond Elliot meteoric rise after featuring in Missing Angel, a movie produced by Charle Novia. He dismissed such idea with the wave of his hands. 'I don't believe he is responsible for Desmond's rise and I know Desmond cannot say that as well. He has the talent.'

He continues, 'Charles Novia is not a stakeholder in the industry. He goes about looking for other people's money to use for his movies. He has collected other people's money to build house on the Island. That is not how to live. He should let the marketers who are the real stakeholders talk. He is envious that he cannot afford our services, he cannot pay us, and so he should leave us alone. He should keep using his low rated acts and stop being envious of us.'
We leave you to judge for yourself. We rest our case.