Inside Nollywood’s box office debate

In recent weeks, a debate around cinema film-making and box office performance in Nollywood has drawn attention within the industry and beyond. What began as comments made at a professional forum later developed into a wider conversation involving filmmakers, marketers, cinema operators and audiences. At the centre of the discussion are questions about how success is measured in Nollywood, how films are promoted, and what cinema earnings truly mean for filmmakers.

The conversation began after filmmaker Kunle Afolayan spoke at the Lagos Business of Film Summit, where he shared his views on cinema revenue and film promotion.

In his remarks, Afolayan questioned the growing emphasis on large box office figures, particularly when the actual financial returns to filmmakers may be reduced after several deductions. He explained that cinema earnings are shared among multiple stakeholders, including exhibitors and distributors, while production and marketing costs further affect profits.

Afolayan also spoke about changes in film promotion, especially the increasing reliance on social media campaigns. He noted that some promotional methods do not align with his personal style or creative approach. Although he did not mention any filmmaker by name, short clips of his comments circulated widely online. Many social media users interpreted them as criticism of the high-profile promotional strategies often associated with Nollywood’s most commercially successful films.

As the conversation spread, attention shifted to actress and filmmaker Funke Akindele, whose recent films have recorded strong box office performances. Akindele is also known for promotional campaigns that rely heavily on social media engagement, including skits, dance videos and cast-led publicity. While Afolayan did not directly refer to her, his comments were widely linked to her work, with the issue framed as a disagreement between two prominent figures in the industry.

Akindele later responded on social media, where she defended her approach to film-making and promotion. She stated that there is no single formula for success in Nollywood and that filmmakers should be free to adopt strategies that work best for them. She also encouraged creatives to focus on their own work rather than question how others choose to operate. Her response added momentum to the discussion and increased public interest in the issue.

Following the reactions online, Afolayan addressed the matter in subsequent interviews. He clarified that his comments were not directed at Akindele or any individual filmmaker. According to him, the remarks were meant to highlight broader industry concerns, particularly the realities of cinema economics and the difficulty of recovering production costs. He also apologized to anyone who felt offended and reaffirmed his respect for Akindele’s achievements and contributions to Nollywood.

Beyond the individuals involved, the exchange exposed long-standing questions within the industry. Cinema remains an important platform for film exhibition in Nigeria, yet concerns persist about its sustainability for filmmakers. While box office figures are often publicly celebrated, there is limited understanding of how cinema revenues are shared and how much producers eventually earn from cinema releases.

The debate has also drawn attention to the growing importance of marketing and visibility. Social media has become central to film promotion, with many filmmakers relying on online buzz to attract cinema audiences. For some industry players, this reflects adaptation to changing audience habits. For others, it raises concerns about creative pressure and the expectation that filmmakers must adopt similar promotional styles, regardless of their preferences or resources.

To better understand the issues raised, Weekend Trust spoke with filmmakers and cinema audiences on what box office success really means, how promotion influences film performance, and whether Nollywood is gradually adopting a single model of success.

A Lagos-based filmmaker, Precious Uzo, said success in Nollywood goes beyond cinema earnings. While box office numbers are important for sustaining projects and attracting investors, he noted

that audience response also plays a major role.

“In Nollywood, success is not one thing. Box office earnings matter because filmmaking here is expensive and mostly privately funded. When a film performs well in cinemas, it shows that the audience showed up and gives confidence to investors and cinema owners,” Uzo said. “A strong box office run also makes it easier to secure backing for future projects.”

He added that numbers alone do not tell the full story. “Sometimes a film may not break records, but it stays in conversation for weeks. People talk about the characters, the dialogue or a particular scene. That kind of engagement shows the story connected with real people.”

According to Uzo, creative satisfaction is also part of the process. He explained that even when returns are modest, staying true to a story still matters. “In Nollywood, where speed and pressure are constant, being able to tell a story properly still counts as success,” he said.

On promotion, Uzo noted that marketing has become unavoidable. “Promotion now starts long before a film gets to cinemas. Social media is a big part of it, especially platforms like Instagram, TikTok and X. There is pressure to trend, no doubt. But promotion should help people understand the film, not misrepresent it,” he said.

Another filmmaker, Isaiah Udoh, described success as a combination of impact and sustainability. According to him, box office numbers matter because they reflect interest and keep the industry running, but they are not the only measure.

“I have seen films that didn’t open big and still became important over time. Some stories find their audience slowly through word of mouth and repeat viewings,” Udoh said. He added that audience reaction remains crucial, saying that Nollywood viewers are vocal and expressive in their feedback.

Udoh said creative fulfilment also plays a role in how success is judged. While compromises are sometimes unavoidable, he noted that staying true to a film’s core vision remains important. According to him, meaningful work helps filmmakers stay grounded in the industry.

On promotion, Udoh said social media has changed the rules. “There is an expectation now that every film must trend. While online buzz helps, it is not everything. Some films need a softer approach. Marketing should invite people into the story, not overwhelm them,” he said.

Another key question raised by the debate is what drives audiences to the cinema today. Weekend Trust spoke to young Nollywood fans to understand how promotional campaigns, social media trends and box office figures influence their choices.

Vivian Adebayo, a student, said she often decides what to watch based on online visibility. “If everyone is talking about a film on TikTok or Instagram, I feel like I can’t miss it. Box office numbers don’t really matter to me. I go with the hype and what my friends are watching,” she said.

For others, creativity in promotion plays a major role. Amaka Okoye said she was drawn to a film because of the skits and short videos shared online. “Promotional campaigns influence me, especially when they’re funny or creative. Trending online helps, but I care more about whether the story looks good,” she said.

Similarly, Asma’u Yusuf said online buzz often determines her cinema choices. “Box office numbers don’t affect me personally, but if I keep seeing a film online with reviews, trailers or influencer posts, I’m more likely to watch it. Trending conversations make me feel like I’m part of something,” she said.

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