Nigerian filmmaker Kunle Afolayan has spoken candidly about the growing demands of film promotion in the digital age, saying the process has become exhausting for filmmakers.
Speaking at the Lagos Business of Film Summit, Afolayan reflected on his early experiences promoting films in cinemas and questioned the sustainability of current publicity expectations.
He noted that box office figures alone do not always translate into real financial returns for filmmakers.
“I’m not interested in chasing ₦1 billion or ₦2 billion box office numbers if I can’t even access ₦10 million from it,” he said.
“I was among those who pioneered cinema promotions, and I’ve done the whole routine — even outside Nigeria. Back in 2006, I went on the road, danced everywhere, and it was draining.”
Afolayan added that he hopes for alternative marketing approaches that do not require constant personal performances from filmmakers.
“I want to make films with the assurance that I don’t have to dance or exhaust myself to sell them,” he said.
“We need better strategies. I honestly don’t know how people like Funke Akindele keep up — skits every day, costume changes all the time. I simply can’t do that.”
In a sharp response shared via her Instagram story, actress and filmmaker Funke Akindele dismissed any suggestion that she was responsible for another filmmaker’s challenges, urging colleagues to focus on their own journeys.
“I am not the one blocking your progress,” Akindele wrote. “If you can’t beat them or join them, then create your own lane. Don’t let jealousy consume you.
The sky is wide enough for everyone to fly.”
She encouraged creatives to explore other promotional options or outsource their marketing if needed.
“You can always develop alternative promotion strategies or hire professionals to handle it,” she added.
“The opportunities are limitless. Everyone has a different path. I’m focused on mine and trusting God’s plan for my life.”
The exchange has since sparked conversations within the film industry about sustainability, marketing pressure, and the diverse approaches filmmakers adopt to reach their audiences.
