Nollywood filmmaker and actress Funke Akindele has weighed in on ongoing conversations around movie promotion strategies in Nigeria, following recent remarks by fellow filmmaker Kunle Afolayan.
Afolayan had openly expressed frustration with the increasing expectation for filmmakers to engage in dance trends and social media theatrics to promote their films, describing the process as exhausting. According to him, creative work should not be overshadowed by promotional demands.
“It is draining. I want to make a film if you guarantee me that I don’t have to dance to sell that film,” Afolayan said.
The filmmaker also criticised the growing emphasis on box office figures, arguing that impressive cinema numbers mean little if filmmakers do not reap tangible financial benefits.
“There’s no competition. I don’t want two billion in cinema, or even one billion, if I won’t make ten million from it,” he added.
Reacting via her Instagram story, Akindele stressed that opportunities in the industry are vast and accessible, urging creatives who feel constrained to focus on carving out their own paths rather than dwelling on comparisons.
“I’m not the one hindering your progress. If you can’t beat them or join them, create your own path. Don’t allow jealousy burn you. The sky is big enough for everyone to fly,” she wrote.
She further encouraged filmmakers and entrepreneurs to explore alternative promotional and marketing strategies or engage professional firms to handle publicity, noting that success comes in different forms.
Akindele concluded by affirming her focus on her personal journey and faith, while encouraging others to remain confident and innovative in navigating Nigeria’s competitive entertainment landscape.