A fresh debate has emerged within Nollywood over cinema marketing and box office culture, following pointed exchanges between filmmaker Kunle Afolayan and actress-producer Funke Akindele.
The discussion was sparked by comments from Afolayan, who has repeatedly questioned the sustainability of aggressive promotional strategies often used to drive cinema attendance in Nigeria. Speaking at the launch of his film Aníkúlápó, the award-winning director stressed that he does not view filmmaking as a competition and warned that headline-grabbing box office figures do not always reflect real financial returns.
“There is no competition between us. I don’t just want ₦1 billion or ₦2 billion in the cinema that I won’t be able to personally receive ₦10 million from,” he said.
Afolayan expanded on his position during a recent appearance at the Lagos Business of Film Summit, where he explained his reluctance to adopt cinema-heavy marketing methods that rely on constant skits, costume changes and social media performances to promote films.
“I want to make a film if you can guarantee I don’t have to dance to sell. We need to come up with other strategies. How do we sell without exhausting ourselves?” he said, adding that he struggles to keep up with the intense promotional routines used by some of his peers.
The comments drew a swift reaction from Funke Akindele, one of Nollywood’s most commercially successful filmmakers, who addressed the issue via her Instagram Story. Without naming Afolayan directly, she dismissed the remarks and suggested they stemmed from envy rather than genuine concern about industry practices.
“I’m not the one hindering your progress. Ka rin ka po, yiye ni n ye ni,” she wrote, using a Yoruba expression that implies everyone must work their own path.
Akindele urged filmmakers to focus on developing strategies that suit their individual strengths instead of criticising others, noting that the industry is broad enough to accommodate different approaches.
“If you can’t beat them or join them, create your own path. Don’t allow jealousy burn you. The sky is so big for everybody to fly,” she stated.
She further encouraged creatives to explore alternative promotional ideas or outsource marketing efforts if necessary, emphasising that success in Nollywood is not one-size-fits-all.
“Go ahead and create alternative promotion or marketing strategies for your business, or hire a company to handle 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.”
The exchange has reignited conversations across the industry about box office pressure, creative burnout and the evolving business models shaping Nollywood’s growth.