Nollywood filmmaker and actor Funke Akindele has responded to colleaguec over the heavy use of promotional dance, skits, and different advertising efforts to drive cinematic gross sales
Afolayan, talking on the Lagos Enterprise of Movie Summit, described the promotional calls for as draining. He mentioned he doesn’t wish to launch his cinema movie if he requires dancing to promote tickets, he added. “As a filmmaker, it’s worthwhile to resolve, Do you wish to make movies that journey to festivals, … or do you wish to make industrial movies and field workplace hits like Funke Akindele and all people loves you however you’re in that zone and other people love you.”
“We have to provide you with different methods. How can we promote with out exhausting ourselves? I don’t know the way the likes of Funke Akindele and others are doing it. Creating skits on daily basis, altering costumes on a regular basis. I can’t do it,” Afolayan added.
Akindele, recognized for her intensive advertising that features digital posters, day by day social media skits, and meet-and-greet occasions at cinemas tackle the remarks not directly on Instagram. She wrote, “I’m not the one hindering your progress. Ka rin ka po, yiye ni n ye ni. For those who can’t beat them or be a part of them, create your individual path. No enable jealousy burn you.”
She added that the trade has room for various approaches and urged Increased professionals for promotions.
Akindele’s technique has produced sturdy outcomes. Her 2023 movie ‘A Tribe Referred to as Judah’ turned the primary Nollywood film to gross over N1 billion on the field workplace. Her latest movie ‘Behind the Scenes’ surpassed N2 billion, making her the primary Nigerian filmmaker to succeed in each the N1 billion and N2 billion marks.
This method advantages distributors and exhibitors, who favor movies with sturdy self-promotion. On the SMC filmmakers discussion board by the College of Media and Communication, Pan Atlantic College, Michael Williams, the final supervisor, EbonyLife Place, mentioned that producers ought to all the time keep in mind that the cinemas are additionally operating a enterprise and identical to different companies, they must cowl bills, akin to mild payments, diesel purchases, and many others.
Patrick Lee, head of operations at Viva Cinema Nigeria, mentioned on the similar webinar that there are occasions when a film solely introduced in 50 ticket gross sales out of a potential 3000 tickets. All cinema heads together with Ladun Awobukun, Chief Content material Officer FilmOne Restricted, and Funmi Onuma, Normal Supervisor Silverbird Cinema agreed that heavy advertising by the producers is inspired and greatest for enterprise.
Cinemas typically grant Akindele extra screening slots, particularly throughout vacation intervals, on account of our advertising efforts that enhance attendance and revenues for all events. BusinessDay highlights how cinema revenues are shared among stakeholders here.
Nevertheless, some filmmakers face challenges with showtimes. In December 2025, administrators, together with Niyi Akinmolayan, Ini Edo, and Toyin Abraham accused cinemas of unfair practices, akin to not honoring agreed schedules, limiting screenings, or assigning poor time slots through the vacation rush, which lowered potential earnings.
The change highlights ongoing debating Nollywood about balancing industrial success via aggressive advertising in opposition to creative management and maintain Notably with cinemas versus streaming platforms. Afolayan has favored streaming offers, like these with Netflix, the place promotion is much less intense and creators retain extra management. His latest sequence Aníkúlápó season 2 ‘The Ghoul Awakens’ was launched on Netflix following successes of the primary season and the unique movie.
The feedback have divided opinions on-line, with some supporting Akindele’s hustle and others agreeing with Afolayan’s name for higher trade practices. Blessing Uzzi, Nollywood filmmaker, wrote on X, “Envy is horrible. Face your entrance, do your individual, Nollywood individuals!!! Tufiakwa!.”
