Nollywood actress and filmmaker Funke Akindele has appeared to subtly respond to fellow filmmaker Kunle Afolayan over recent comments questioning the sustainability of current film marketing trends in the Nigerian movie industry.
Akindele, who is currently Nollywood’s highest-grossing filmmaker, has become synonymous with aggressive and creative promotion.
Her 2025 film Behind The Scenes reportedly grossed ₦2.407 billion, driven largely by high-energy publicity campaigns that often include dance videos, skits, and constant social media engagement.
Her reaction followed remarks by Afolayan, who recently expressed concerns about the growing expectation for filmmakers to personally engage in nonstop promotional content, particularly dance-based marketing, in order to achieve box office success.
Reflecting on his own experience, Afolayan described the process as draining.
“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 said.
Calling for alternative approaches, the filmmaker questioned the sustainability of the trend.
“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,” Afolayan added.
He also raised concerns about revenue distribution, arguing that massive cinema turnout does not always reflect in filmmakers’ earnings.
“I don’t want two billion streams at the cinemas and end up receiving ten million naira,” he said.
In response, Akindele took to her Instagram Story on Saturday, pushing back against the notion that her marketing style was obstructing others’ progress in the industry.
“I’m not the one hindering your progress. Ka rin ka po, yiye nin ye ni,” she wrote.
She emphasised that Nollywood was broad enough for different styles and success stories, urging colleagues to focus on innovation rather than criticism.
“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 stated.
The actress further advised filmmakers who find the current promotional trend overwhelming to explore other options, including outsourcing marketing efforts.
“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 added.
