Afolayan, known for his landmark contributions to Nollywood and as one of the pioneers of modern cinema marketing in Nigeria, stated that he is no longer interested in box office figures that do not translate into real financial returns for filmmakers.
According to him, the current promotional style, especially the heavy reliance on dancing, skits, and constant online content creation, has become draining and unsustainable.
“There is no competition. I don’t want ₦2 billion or ₦1 billion in the cinema that I won’t be able to collect ₦10 million”. Afolayan said.
“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”.
The filmmaker further revealed that while he is still passionate about making films, he wants a system where movies can be sold without physically and mentally exhausting the creators.
“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?” He queried.
Afolayan also referenced popular actress and producer Funke Akindele, noting his amazement at how she and others consistently create skits, change costumes, and maintain daily promotional content.
“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.” He added.
“I’m not the one hindering your progress,” Akindele responded. “Ka rin ka po, yiyeye ni n ye ni. If you can’t beat them or join them, create your own path. Do not allow jealousy burn you. The sky is so big for everybody to fly.”
She encouraged filmmakers to explore alternative promotional strategies or engage professional marketing companies rather than dwell on comparisons.
“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”. Akindele stated.
The exchange has since generated mixed reactions across social media, with industry stakeholders and fans weighing in on the evolving demands of film promotion, sustainability, and the pressure placed on creatives in the digital age. While some sympathised with Afolayan’s concerns about burnout, others applauded Akindele’s message of resilience, innovation, and self-belief.
As Nollywood continues to grow globally, the debate highlights a critical industry question: how filmmakers can balance effective marketing with personal well-being in an increasingly competitive entertainment landscape.
