A Nollywood Titan, Kunle Afollayan has expressed dismay against the grueling demands of modern film promotion, arguing that the industry’s obsession with “aggressive visibility” is becoming unsustainable.
The industry Icon made his views known while speaking at the Lagos Business of Film Summit describing the trend in the digital age as exhausting and increasingly demanding.
This ideology, however, has generated a heated debate, with responses from Nigeria’s blockbuster filmmaker, Ola Femi.
The veteran filmmaker, stressed that a billion-naira box office is a hollow victory if it comes at the cost of creative burnout and disproportionately low financial returns.
“I don’t want ₦2 billion or ₦1 billion in the cinema that I won’t be able to collect ₦10 million,” Afolayan said, recalling how he was among the early filmmakers who actively promoted their films through public appearances and performances.
The filmmaker who argued that the current expectation for directors and actors to constantly create content and dance on social media, and reinvent themselves daily to remain visible is unsustainable admitted that while such strategies may work for others, they do not align with his personal capacity or creative philosophy.
However, this comment has generated a counter-view amongst Nollywood big players. In a swift and blunt response shared via her Instagram story, Funke Akindele pushed back against any perceived comparison or criticism.
Funke who was diplomatic with her comment rejected the notion that anyone else’s success should be blamed for another person’s challenge. “I’m not the one hindering your progress,” she wrote, urging creatives to avoid jealousy and instead carve out their own paths.
According to Akindele, there isn’t just one way to win in entertainment. She advised creators who feel drained by modern trends to find a niche strategy or outsource their PR. Her mantra? “If you can’t beat them or join them, create your own path.” She remains locked into her own goals, trusting God to handle the rest.
