Nollywood star and producer Funke Akindele has weighed in on the ongoing conversation around film promotion in the industry, following recent remarks by filmmaker Kunle Afolayan on the pressure placed on creatives to market their movies through constant social media engagement.
Akindele, whose 2025 film Behind The Scenes has reportedly become the highest-grossing Nollywood title with ₦2.407 billion in box office earnings, is widely known for her hands-on publicity approach. Her campaigns often feature energetic dance clips, comedy skits and frequent online appearances aimed at driving audience interest.
The discussion gained momentum after Afolayan openly questioned whether such demanding promotional routines should be the standard for filmmakers. Recalling his early career, he described the process as physically and mentally draining.
“In 2006, I did all the runs, and it was exhausting. I want to make a film if you can guarantee I don’t have to dance to sell that film,” he said.
He argued that the industry needed to rethink how movies are marketed.
“We need to come up with other strategies. How do we sell without exhausting ourselves?
“I don’t know how the likes of Funke Akindele and others are doing it — creating skits every day, changing costumes all the time. I can’t do it,” Afolayan added.
The filmmaker also expressed concern over financial outcomes, suggesting that high cinema numbers do not always translate into fair returns.
“I don’t want two billion streams at the cinemas and end up receiving ten million naira,” he said.
Shortly after, Akindele shared a series of posts on her Instagram Story, addressing what she perceived as indirect criticism of her methods. She maintained that her success was not responsible for anyone else’s struggles.
“I’m not the one hindering your progress. Ka rin ka po, yiye nin ye ni,” she wrote.
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She stressed that the film industry offers room for diverse approaches, encouraging creatives to chart their own paths.
“If you can’t beat them or join them, create your own path. No allow jealousy burn you. The sky is so big for everybody to fly,” Akindele stated.
Akindele also advised filmmakers who find current trends overwhelming to explore other promotional models or seek professional help.
“Go ahead and create alternative promotion or marketing strategies for promoting your business, or hire a company to handle it. You can do it. The opportunities are endless, and everyone has their own path. I’m focused on mine, and I have faith in God’s plan for me,” she said.