Efe Oghenetega
Nollywood powerhouse Funke Akindele has clapped back at filmmaker Kunle Afolayan over his recent critique of contemporary cinema marketing techniques and profit distribution in the industry.
Afolayan sparked controversy with his candid remarks about the exhausting promotional tactics used for blockbuster films, particularly questioning the sustainability of such approaches.
During the premiere of his epic drama ‘Anikulapo’, the celebrated director made waves by stating, “There’s no rivalry here. My goal isn’t simply chasing billion-naira box office numbers where I might only see N10 million in actual returns.”
The filmmaker doubled down on his position at the Lagos Business of Film Summit, elaborating, “I want to create films without constant social media gimmicks. We need smarter marketing solutions. How do we promote effectively without burnout? I admire how Funke Akindele and others maintain such rigorous promotional campaigns, but that’s not my style – daily skits, endless costume changes. It’s just not for me.”
Akindele swiftly responded via her Instagram stories, implying envy motivated Afolayan’s comments: “I’m not standing in your way. Keep moving forward without bitterness.”
“If traditional paths don’t suit you, blaze your own trail. Don’t let resentment consume you. The creative space is vast enough for all visions to thrive. You’re capable! Opportunities abound for those willing to innovate.”
“Develop alternative promotional strategies or engage professionals to handle your marketing,” the box office record-holder advised.
The exchange comes amid ongoing industry debates about profitability models, particularly following recent record-breaking theatrical runs by Akindele and fellow actress Toyin Abraham.
View Kunle Afolayan’s full remarks below:
