Kunle Afolayan Opens Up About Movie Marketing Challenges
Renowned Nigerian filmmaker Kunle Afolayan has publicly explained why he cannot embrace the current trend of using dance skits and social media challenges to promote his movies, despite acknowledging the remarkable success of colleagues who utilize these methods.
The Energy Drain of Viral Marketing
Speaking at the 2026 Lagos Business of Film Summit, Afolayan revealed that the intensive promotional activities required in today's film industry leave him creatively exhausted. The director emphasized that while he respects filmmakers who excel at this approach, he finds the constant demand for costume changes, daily skits, and viral content creation to be draining.
"I admire colleagues who have mastered this art, but personally, I find it takes away from my creative focus," Afolayan stated during the summit. He pointed to Funke Akindele's recent blockbuster "Behind the Scenes" which reportedly grossed ₦2.4 billion as evidence of how effective these strategies can be when executed properly.
Industry Shift Toward Spectacle
Afolayan observed that Nollywood has undergone a significant transformation in recent years, with marketing now heavily reliant on spectacle and social media engagement. He recalled being among the pioneers who promoted Nigerian cinema internationally as early as 2006, participating in various promotional activities including dance performances abroad.
However, the filmmaker admitted that even those early experiences left him feeling drained. "The process requires tremendous energy that I would rather channel into storytelling," he explained. Toyin Abraham's directorial debut "Oversabi Aunty" which crossed the ₦1 billion mark was mentioned as another example of successful contemporary marketing approaches.
Alternative Approaches to Film Promotion
The acclaimed director stressed his commitment to finding alternative marketing methods that don't compromise his creative energy. He revealed having projects in development for over four years, emphasizing that his primary focus remains on delivering strong narratives rather than relying on promotional stunts.
"My priority is to let the films speak through their stories," Afolayan declared. He expressed concern about the industry's growing dependence on costumes, skits, and daily social media performances as primary marketing tools, suggesting this shift might overshadow cinematic quality.
Nigerian Social Media Reactions
The filmmaker's comments sparked diverse reactions across Nigerian social media platforms:
- @boladele7 defended Afolayan's position: "He didn't speak from malice but from understanding the stress involved."
- @xbotmi challenged the director: "Then create your own successful strategies instead of commenting on others' methods."
- @giftyossaii offered a balanced perspective: "Every producer has their signature style. What works for some might not work for others."
- @gelsonluz praised Afolayan's approach: "His films like 'The Figurine' prove storytelling reigns supreme. Different strokes for different artistic folks."
- @Honormeh_aganga criticized overreactions: "Nigerians and overreaction. His statement sounded more like praise than criticism."
Addressing Industry Rivalry Rumors
During the same period, Afolayan also addressed circulating rumors about rivalry between his KAP Film Village and Resort and fellow filmmaker Ibrahim Chatta's Afri Chatta Resorts and Film Village, both located in Oyo State.
Speaking at a watch party for "Anikulapo: The Ghoul Awakens" with Chatta in attendance, Afolayan dismissed competition claims. "We're both working toward preserving culture and heritage, not competing with each other," he clarified, emphasizing collaboration over rivalry in Nigeria's growing film infrastructure development.
The veteran filmmaker's candid revelations highlight the evolving challenges facing Nollywood creators as they navigate changing audience expectations, marketing demands, and creative preservation in Nigeria's dynamic entertainment landscape.
