Nollywood’s highest-grossing filmmaker, Funke Akindele, has fired back at colleague Kunle Afolayan following his recent criticism of the industry’s current promotional trends, particularly the use of dance videos and comedy skits to market films.
The exchange began after Afolayan publicly questioned the sustainability of modern movie marketing strategies, expressing his reluctance to participate in what he described as exhausting promotional activities.
Afolayan’s Concerns
Speaking candidly about the demands placed on filmmakers, Afolayan reflected on his early experiences in the industry. “In 2006, I did all the runs, and it was exhausting. I want to make a film if you can guarantee I don’t have to dance to sell that film,” he stated.
The veteran filmmaker called for alternative marketing approaches, admitting he was baffled by the relentless energy of peers like Akindele. “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 said.
Afolayan also questioned whether box office success translates to adequate financial returns, remarking, “I don’t want two billion streams at the cinemas and end up receiving ten million naira.”
Akindele Claps Back
In a series of Instagram Story posts on Saturday, Akindele—whose 2025 film Behind The Scenes has grossed N2.4 billion—dismissed any suggestion that her promotional style was detrimental to others’ success.
“I’m not the one hindering your progress. Ka rin ka po, yiye nin ye ni,” she wrote in Yoruba, roughly translating to “Walk your path, life is for living.”
She emphasized that the entertainment industry has room for diverse approaches. “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,” Akindele added.
The actress, known for her vibrant social media presence and energetic film campaigns, encouraged filmmakers who find current trends draining to explore different options. “Go ahead and create alternative promotion or marketing strategies for promoting your business, or hire a company to handle it. 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,” she concluded.
The public exchange highlights ongoing debates within Nollywood about evolving promotional demands and what constitutes effective—and sustainable—film marketing in the digital age.
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