Truthfully, this isn’t a zero-sum game. The N2 billion milestone is both a numerical victory and a cultural signal. Akindele’s mass appeal proves the power of connection and relatability, while Afolayan’s cinematic prowess highlights the artistry Nollywood is capable of on the global stage.
The real takeaway? Nollywood is big enough for both kinds of brilliance. And the more the industry grows, the more these kinds of conversations will challenge us to think not just about earnings, but about impact, influence, and the stories that truly resonate.
At a recent Lagos Business of Film Summit, veteran filmmaker Kunle Afolayan spoke openly about his discomfort with certain modern film promotion tactics, especially the constant need for social media content like dance skits, costume changes, and viral challenges to drive box office attention. He said this promotional cycle was “exhausting” and not something he personally wanted to do, even though he acknowledged participating in promotional activities earlier in his career.
Afolayan also pointed out a business reality: even when a film grosses ₦1 billion or ₦2 billion at the cinema, the actual returns to producers after splits, taxes, and costs can be much smaller. That was part of his reason for questioning whether current marketing trends truly benefit all filmmakers.
How Funke Akindele Responded
In her response, she wrote that:
She isn’t responsible for anyone else’s success or failures: “I’m not the one hindering your progress.”
Creativity and promotion styles vary and the industry is big enough for everyone to succeed.
Instead of criticising others, one could “create your own path” or find alternative marketing strategies.
She cautioned against jealousy and encouraged colleagues to focus on their own models and plans.
Some of her fans also shared a short dance video promoting her blockbuster film Behind The Scenes, which many saw as a playful but pointed response to Afolayan’s comments about dancing to sell movies.
✍️ 👀 ☝️👆 📎
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