Nollywood’s vibrant film industry is currently witnessing one of its most talked-about public debates involving two of its biggest names, Kunle Afolayan and Funke Akindele. The exchange centers on the evolving landscape of film marketing, promotional expectations, and the financial realities behind Nigeria’s booming box office numbers.
The Spark: Kunle Afolayan’s Comments on Film Promotion
The conversation began when veteran filmmaker Kunle Afolayan spoke at the Lagos Business of Film Summit earlier this year, expressing concerns about the intense promotional culture in Nollywood. Afolayan criticized the growing expectation for filmmakers to generate viral content, such as dance challenges, skits, and social media stunts, to boost film visibility.
He described this trend as “exhausting” and questioned its sustainability, especially for producers balancing creative work with demanding promotional efforts. Afolayan also highlighted a common misconception among audiences: although some Nigerian films boast impressive box office grosses, producers often receive far less after distribution fees and expenses.
This candid insight sparked widespread discussion across the industry, with many recognizing the pressures filmmakers face beyond just creating movies.
Funke Akindele, one of Nollywood’s top filmmakers whose film Behind The Scenes notably crossed the ₦2 billion mark at the Nigerian box office, publicly responded to Afolayan’s remarks. Through social media, Akindele urged colleagues to embrace a spirit of collaboration rather than criticism, emphasizing that there is room for diverse marketing strategies within Nollywood.
She encouraged filmmakers to respect different approaches and warned against allowing jealousy or rivalry to disrupt the industry’s growth. Given Akindele’s own success with energetic, dance-driven promotions for her films, her response was widely seen as a defense of viral marketing tactics that have proven effective for her and others.
Following the heated public back-and-forth, reports surfaced that Funke Akindele reached out directly to Kunle Afolayan by phone to address the tension. According to both parties, the call was “tense” but amicable, with Akindele asking that her name not be dragged into the debate unnecessarily.
Afolayan, in turn, reiterated that his critique was aimed at industry-wide trends rather than any individual, and that he holds Akindele in high regard. In interviews after the call, he stated, “I have absolutely nothing against Funke Akindele personally,” and praised her accomplishments, while standing by his concerns about the sustainability of current marketing practices.
Kunle Afolayan Speaks on Arise TV
Adding more depth to the conversation, Kunle Afolayan appeared on Arise TV to further explain his position. During the interview, he emphasized the need for Nollywood to evolve beyond viral gimmicks and focus on sustainable, long-term strategies that don’t exhaust creators or dilute the craft of filmmaking.
Afolayan highlighted the importance of educating audiences about the business side of filmmaking, pointing out that high box office numbers don’t always translate to proportional earnings for producers.
The interview was widely viewed as a thoughtful reflection on Nollywood’s growing pains as it balances creativity, commerce, and modern marketing demands.
What This Debate Reveals About Nollywood’s Future
The public exchange between Kunle Afolayan and Funke Akindele underscores a broader, ongoing debate in Nollywood about how films should be marketed in a digital, social media-driven age. It highlights the tension between:
- The need for visibility in a crowded market
- The exhausting demands of viral promotional strategies
- The financial realities behind box office figures
- The diversity of marketing approaches across different filmmakers
Industry watchers say this conversation is a healthy sign of Nollywood’s maturation. As Nigeria’s film industry grows globally, it faces challenges familiar to many expanding markets: balancing innovation with sustainability and commercial success with creative integrity.
What Fans and Filmmakers Should Expect Next
For audiences, this debate offers a rare glimpse into the complexities behind film releases. For filmmakers and producers, it signals a time of reflection and potential change in how movies are marketed.
While viral campaigns will likely remain part of the Nollywood playbook, there may be a gradual shift toward more balanced, creative, and less taxing promotional strategies that respect the artistry and well-being of filmmakers.
As these discussions continue, both Kunle Afolayan and Funke Akindele remain influential voices shaping Nollywood’s future, showing that even in disagreement, the industry is united by a passion for growth and excellence.
This debate opens many questions for film fans and industry insiders alike:
- Do you believe viral marketing tactics help or hurt Nollywood films?
- Should filmmakers be expected to engage in high-energy social media promotions to succeed?
- How important is it for audiences to understand the financial realities behind box office numbers?
Join the conversation! Share your thoughts in the comments below.