Funke Akindele reacts to Kunle Afolayan’s criticism of cinema marketing and ₦2bn box office strategies, calling out jealousy and urging innovation
Funke Akindele Reacts as Kunle Afolayan Questions ₦2bn Cinema Strategy, Sparks Industry Debate
Renowned Nollywood actress and filmmaker Funke Akindele has fired back at colleague Kunle Afolayan following his recent comments questioning the sustainability and personal profitability of blockbuster cinema strategies in Nollywood.
Afolayan, speaking during the launch of his movie Anikulapo, criticised what he described as excessive marketing efforts tied to box-office milestones, particularly the growing obsession with ₦1 billion and ₦2 billion cinema grosses.
“There is no competition between us. I don’t just want ₦1 billion or ₦2 billion in the cinema that I won’t be able to personally receive ₦10 million from,” Afolayan said.
The filmmaker further expanded on his stance during his appearance at the Lagos Business of Film Summit, questioning promotional styles that rely heavily on social media skits and high-energy content creation.
“I want to make a film if you can guarantee I don’t have to dance to sell. We need to come up with other strategies. How do we sell without exhausting ourselves? 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.
The comments, which many interpreted as a subtle jab at box office leaders like Funke Akindele and Toyin Abraham, quickly sparked reactions within the industry.
Reacting via her Instagram Story, Funke Akindele dismissed the remarks and suggested that jealousy, rather than concern for the industry, may have influenced Afolayan’s statements.
“I’m not the one hindering your progress. Ka rin ka po, yiye ni n ye ni,” she wrote.
She urged filmmakers to focus on innovation rather than resentment, stressing that success in Nollywood has multiple paths.
“If you can’t beat them or join them, create your own path. No allow jealousy burn you. The sky is so big for everybody to fly. Eyin werey jojo. You can do it! The opportunities are endless, and everyone has their own path. I’m focused on mine, and I have faith in God’s plan for me.”
Funke also advised creatives uncomfortable with high-energy promotions to explore alternative marketing models.
“Go ahead and create alternative promotion or marketing strategies for promoting your business, or hire a company to handle it,” she added.
The exchange comes amid recent historic box office records, with Nollywood witnessing unprecedented cinema earnings driven by blockbuster releases from Funke Akindele and Toyin Abraham, reigniting conversations about profitability, marketing fatigue, and creative sustainability in Nigeria’s film industry. Read More
