At the Lagos Business of Film Summit, Afolayan opened up about the pressures filmmakers face in today’s digital age. He described the need to constantly create viral content—dancing, skits, online challenges—as “draining” and unsustainable.
“I want to make a film if you guarantee me that I don’t have to dance to sell that film,” Afolayan said, highlighting how promotional expectations have evolved far beyond traditional trailers and press tours.
While he admits he once embraced these tactics himself—having performed promotional dances as early as 2006—he now finds the obsession with viral numbers and box office milestones exhausting.
Beyond the Box Office Numbers
Afolayan also addressed the fixation on billion-naira box office records. He argued that these figures are meaningless if filmmakers don’t see a tangible profit.
“There’s no competition. I don’t want two billion in cinema, or even one billion, if I won’t make ten million from it,” he explained, emphasizing the gap between public perception and actual earnings in the industry.
This sentiment reflects a broader challenge in Nollywood: while box office records often make headlines, many filmmakers struggle to recover production costs or earn sustainable returns on their projects.
Funke Akindele’s Perspective: Focus on Your Path
Soon after Afolayan’s comments went viral, Funke Akindele shared her thoughts on Instagram, offering a slightly different take. She encouraged filmmakers to channel energy into creativity rather than criticism.
“Ka rin ka po, yiye ni n ye ni,” she wrote, which roughly translates to, keep moving forward, do what you know best. Akindele stressed the importance of carving out one’s own path instead of letting jealousy or comparisons dictate decisions.
She also suggested practical alternatives for those struggling with hands-on promotion: outsourcing marketing or developing innovative strategies tailored to individual films.
“Go ahead and create alternative promotion or marketing strategies for your business, or hire a company to handle it. You can do it! The opportunities are endless,” she said, reinforcing the idea that success doesn’t have a single formula.
The Changing Landscape of Film Promotion
The debate between these two Nollywood icons underscores a larger trend in the film industry: promotion has become a complex blend of artistry, social media savvy, and audience engagement. Platforms like Instagram, TikTok, and YouTube have amplified the pressure on filmmakers to perform beyond their craft.
Historically, promotion in Nollywood relied on press screenings, interviews, and physical premieres. Today, the expectation for viral content and influencer-driven campaigns has added a layer of stress that some creatives find overwhelming.
At the same time, the industry continues to grow, offering unprecedented opportunities for filmmakers willing to experiment. Outsourcing marketing, leveraging data-driven campaigns, or building niche audience communities are just some of the avenues creators are exploring.
Looking Ahead
As Nollywood matures, discussions like these are vital. They highlight the tension between traditional filmmaking and modern promotional demands, while reminding creators that there is no one-size-fits-all strategy.
Ultimately, both Afolayan and Akindele agree on one thing: filmmakers should focus on making great content and finding methods of promotion that work for them. Whether through innovation, outsourcing, or selective engagement on social media, the key is sustainability—balancing creativity with visibility without burning out.
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