Ini Edo, Toyin Abraham, others call out cinemas over unfair practices

Nollywood Actress, Ini Edo

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Popular actress and producer, Ini Edo, has called out some cinema operators in the country over what she described as unwholesome and unfair practices surrounding the screening of her latest movie, ‘A Very Dirty Christmas’.

Taking to social media, the actress alleged that several cinemas deliberately altered the scheduled showtimes of the film, relegating it to unfavourable hours when cinema traffic is usually low. According to her, these actions negatively affected the film’s visibility and audience turnout across different parts of the country.

Edo alleged that she had received multiple messages and voice notes from fans who experienced difficulties while trying to see the movie in cinemas. In one instance, a complainant reportedly arrived at a cinema to watch the movie but was told by officials that the film was not showing at the location, despite evidence to the contrary.

Sharing her frustration online, the actress wrote, “This is very unfair and deeply discouraging. People are going to cinemas asking to watch my film and being told it’s not showing when it actually is. Some cinemas are deliberately changing showtimes to hours when no one is around.”

She further disclosed that some cast members who visited cinemas for promotional “meet and greet” sessions were treated poorly. “My cast members went out to support the film, only to be met with unpleasant experiences at some cinemas. This is not how the industry should be run,” she added.

Reacting to the development, one of the lead actors in the film, IK Ogbonna, also took to social media to condemn the alleged practices. He urged cinema operators and industry stakeholders to stop favouring certain films over others, describing the trend as damaging to Nollywood’s growth.

“This dirty game of favouritism has to stop. Every film deserves a fair chance. Producers put in their money, actors put in their sweat, then some cinemas decide what the audience should or shouldn’t see,” Ogbonna wrote.

Actress, Toyin Abraham, also took to Instagram Live to complain about alleged unfair practices by some cinema operators regarding her film, ‘Oversabi Aunty’. She claimed that certain cinemas falsely told film lovers that the movie was sold out when it was not.

She said, “I am not making money. They sell tickets to people and then take them into another movie hall instead of mine. I produced a good movie. I directed it. I created a lot of content to promote it.”

The actress urged her fans to insist on watching the movie in cinemas and to ensure their tickets were properly “punched,” regardless of any tactics employed by cinema staff. She further stated that she had proof of the alleged shady practices, noting that many people were aware of what was happening but were afraid to speak out.

However, in subsequent posts, she hinted that the cinemas had “listened” and had “done the right thing”.

The controversy further widened as filmmaker, Niyi Akinmolayan, echoed similar concerns regarding his new movie, ‘Colours of Fire’. According to him, some cinemas listed the film but were not actually screening it for moviegoers.

Expressing his displeasure online, Akinmolayan stated, “It’s unacceptable for a cinema to have my film and refuse to show it to people who paid to see it. If this doesn’t change, I will start mentioning names and calling out those involved.”

He warned that such actions undermine the hard work of filmmakers and erode trust within the industry.

The latest allegations have reignited long-standing concerns within Nollywood, as several actors and filmmakers have in the past accused cinema operators of similar shady practices, including selective promotion, poor screening times, and preferential treatment for certain productions.

As the debate continues online, many industry watchers are calling for greater transparency and accountability in cinema operations, urging regulators and stakeholders to ensure a level playing field for all filmmakers in Nigeria’s growing film industry.

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