Femi Ashekun/
Veteran filmmaker, Kunle Afolayan, has sparked controversy in Nollywood after criticising the demanding nature of cinema film promotions and highlighting the financial challenges filmmakers face with theatrical releases.
Speaking about his experiences, Afolayan said, “There is no competition. I don’t want N2 billion or N1 billion in the cinema that I won’t be able to collect N10 million. For cinema, I’m one of the people who started the cinema gig, and dancing before anybody. I danced in London too, not just locally. In 2006, I did all the runs, and it was exhausting. I want to make a film if you can guarantee I don’t have to dance to sell that film.
“We need to come up with other strategies. How do we sell without exhausting ourselves? I don’t know how the likes of Funke Akindele and others are doing it — creating skits every day, changing costumes all the time. I can’t do it.”
Afolayan’s remarks appeared to reference the intense promotional strategies used by actor-producer, Funke Akindele, whose recent cinema release, Behind the Scenes, set a new Nigerian box office record, grossing N2 billion.
Responding, Akindele encouraged him to focus on his own approach.
“I’m not the one hindering your progress. Ka rin ka po, yiyeye ni n ye ni. If you can’t beat them or join them, create your own path. No allow jealousy burn you. The sky is so big for everybody to fly. Eyiin Werey jojo!!!
“Go ahead and create alternative promotion or marketing strategies for promoting your business, or hire a company to handle it. You can do it! The opportunities are endless, and everyone has their own path. I’m focused on mine, and I have faith in God’s plan for me,” she said.
The exchange has reignited debate over the challenges of cinema film promotion in Nollywood, where social media engagement, skits, and continuous marketing are increasingly essential to box office success.
Industry watchers say Afolayan’s remarks highlight the strain some filmmakers feel while balancing creativity with the commercial pressures of theatrical releases.
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