The Digest:
Prominent filmmaker Kunle Afolayan has openly criticized the intense promotional culture surrounding cinema releases in Nollywood, stating he would only return to theatrical distribution if guaranteed he would not have to "dance" to sell his films. Speaking at The Lagos Business of Film Summit, Afolayan described the trend of actors creating daily promotional skits and costume changes as exhausting and draining. He contrasted this with his current focus on streaming platforms like Netflix, questioning the ultimate profitability of massive box office revenues, citing that producers often see a small fraction after cinema and distributor cuts. His remarks come amid record-breaking cinema runs by colleagues like Funke Akindele and Toyin Abraham.
Key Points
- Afolayan's comments highlight a growing tension between creative production and the marketing demands of the modern cinema business model.
- They frame a strategic choice for filmmakers between the high-energy, public-facing cinema circuit and the potentially less strenuous, more predictable streaming model.
- The veteran director prioritizes creative energy and sustainable workflows, while indirectly questioning the net financial gain of celebrated box office milestones.
- The statement critiques the industry's shift towards constant, performative marketing, advocating for more sustainable promotional strategies.
- Made at a major industry forum, the timing sparks a necessary conversation about the physical, financial, and creative costs of commercial success in Nollywood.
Sources: Social Media, The Guardian Nigeria
