Toyin Abraham’s management has moved to clear the air following widespread reactions to comments made by filmmaker Kunle Afolayan on box office earnings, stressing that his reference to a producer earning ₦10 million from a ₦1 billion or ₦2 billion cinema gross was sarcastic and never aimed at the actress.
In a statement released on Monday, Abraham’s manager, Samuel Olatunji of The Hype Agency, said the actress had been inundated with calls and messages requesting her response to Afolayan’s recent remarks on Nollywood profitability and film promotion.
According to the statement, Abraham fully grasped the broader argument Afolayan was making — that headline box office figures often differ significantly from what producers eventually take home after deductions.
However, the management admitted that the manner in which the comments were delivered at a film premiere led some observers to interpret them as belittling the effort, financial risks, and sacrifices that go into filmmaking, particularly by women in the industry.
The statement disclosed that after the issue gained momentum online, Afolayan personally contacted Abraham to explain the context of his remarks.
“During that conversation, she expressed her concerns, particularly about how the comments could be interpreted as disregarding the efforts of others. Mr Afolayan clarified the context and intent of his remarks, and the issue was addressed maturely. Both parties have since moved on,” the statement read.
Abraham’s management described as unnecessary the expectation in some quarters that the actress should publicly attack Afolayan, noting that their long-standing professional relationship has never been adversarial.
It also debunked claims circulating on social media suggesting that Abraham remained quiet because she doubted the possibility of films grossing ₦1 billion in cinemas.
“This narrative is completely untrue. She is close to industry stakeholders responsible for box office reporting and has access to certified and verifiable figures. There is no basis for doubting credible numbers,” the statement said.
The management further clarified that Abraham has never taken issue with the success of any filmmaker, emphasising that her consistent advocacy has been for fair and adequate cinema showtimes, which directly influence box office performance.
While acknowledging the achievements of filmmakers who have recorded major box office milestones, the statement described such feats as impressive, especially in light of rising production expenses, limited cinema screens, revenue-sharing arrangements, and statutory deductions.
“These successes have been recorded despite rising production costs, limited screens, revenue-sharing structures and multiple statutory deductions. Despite these challenges, the industry continues to grow and break new ground,” it added.
“For the avoidance of doubt, Mr Afolayan’s reference to ten million naira was clearly sarcastic. No producer earns ten million naira from a one billion naira or two billion naira box office performance,” the management stressed.
The statement urged industry players to channel the conversation toward addressing structural challenges and developing sustainable financial models, rather than fuelling public confrontations.
The clarification follows intense social media debate sparked by Afolayan’s comments on film promotion and box office culture. The filmmaker had earlier revealed that actress and producer Funke Akindele contacted him to express displeasure over remarks he made criticising the growing pressure on filmmakers to rely on skits, social media dances, and constant online visibility to promote movies.
Speaking on ARISE TV, Afolayan said Akindele accused him of disliking her and asked that he stop mentioning her name. He maintained that his comments were not targeted at any individual but were meant to highlight the sustainability of the film business, noting that impressive box office numbers often fail to reflect actual profit.
“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,” Afolayan said.
He explained that once revenue is shared with exhibitors and deductions are made for taxes, distribution, and publicity, filmmakers are often left with less than 30 per cent of the total box office earnings.
Afolayan also confirmed that he spoke with Abraham, adding that she understood his position on profitability and the increasing demands placed on filmmakers in the era of aggressive film promotion.
