Nollywood’s cinema promotion culture has sparked public debate following comments by filmmaker Kunle Afolayan on the growing pressure placed on creatives to dance, create skits, and maintain constant online visibility to promote their films
.Speaking at the Lagos Business of Film Summit, Afolayan described the trend as exhausting and unsustainable, noting that the industry’s growing fixation on viral marketing and billion-naira box office figures often ignores whether filmmakers actually make profit.
Shortly after his remarks went viral, actress-producer Funke Akindele responded on Instagram, urging filmmakers to focus on innovation rather than criticism and encouraging creatives to explore alternative marketing strategies, stressing that there is enough space for everyone to thrive.
