Renowned Nigerian filmmaker Kunle Afolayan has revealed that he may reconsider releasing films in cinemas unless the industry adopts less exhausting promotional strategies for filmmakers.
Speaking at the Lagos Business of Film Summit, Afolayan expressed concern over the increasing pressure on filmmakers to engage in aggressive publicity campaigns, including dancing and creating skits on social media, to promote their movies.
According to the award-winning director, such promotional demands take a personal toll and are unsustainable in the long run. He recalled his early years in the industry, noting that he has already experienced the physical and emotional strain that comes with relentless publicity.
“For cinema, I’m one of the people who started the cinema gig, and dancing before anybody. I danced in London too, not just locally,” Afolayan said.
Reflecting on his experience promoting a film in 2006, he described the process as exhausting and questioned the necessity of such efforts today.
“I want to make a film if you can guarantee I don’t have to dance to sell that film. We need to come up with other strategies. How do we sell without exhausting ourselves?” he asked.
Afolayan also admitted he struggles to keep up with the pace set by some of his colleagues, particularly those who churn out daily promotional content online.
“I don’t know how the likes of Funke Akindele and others are doing it — creating skits every day, changing costumes all the time. I can’t do it,” he added.
Beyond promotion fatigue, the filmmaker raised concerns about the financial structure of cinema releases in Nigeria. He questioned the value of blockbuster box office figures when filmmakers receive minimal returns.
“I don’t want two billion streams at the cinemas and end up receiving ten million naira,” he said.
Afolayan concluded by stating that while he has film projects ready, he is holding back until the industry develops more sustainable promotional models that protect filmmakers’ well-being and ensure fair financial rewards.