Toyin Abraham’s management has addressed controversy surrounding remarks attributed to filmmaker Kunle Afolayan about box office earnings, clarifying that his reference to a producer making ₦10 million from a ₦1 billion or ₦2 billion cinema gross was sarcastic and not literal.
In a statement on Monday, Abraham’s manager, Samuel Olatunji of The Hype Agency, explained that the actress had received numerous calls and messages seeking her reaction to Afolayan’s recent comments on film profitability and promotion in Nollywood.
The statement noted that Abraham understood the broader point Afolayan was making regarding the realities of filmmaking, particularly the difference between headline box office numbers and the actual earnings returned to producers.
However, it acknowledged that the tone of Afolayan’s comments, made at a film premiere, was perceived by some as dismissive of the labour, financial risk, and sacrifices invested in building the Nigerian film industry, especially by women.
According to the management, after the issue gained traction publicly, Afolayan reached out to Abraham directly to clarify his remarks.
“During that conversation, she expressed her concerns, particularly about how the comments could be interpreted as disregarding the efforts of others. Mr Afolayan clarified the context and intent of his remarks, and the issue was addressed maturely. Both parties have since moved on,” the statement read.
The statement described as unfortunate the expectation by some that Abraham should publicly criticise Afolayan, stressing that their professional relationship, which spans many years, has never been contentious.
It also dismissed claims circulating online that Abraham stayed silent because she allegedly doubted films could gross ₦1 billion at the box office.
“This narrative is completely untrue. She is close to industry stakeholders responsible for box office reporting and has access to certified and verifiable figures. There is no basis for doubting credible numbers,” the statement said.
Abraham’s management further clarified that the actress has never complained about the success of any filmmaker, adding that her primary concern has always been fair and adequate cinema showtimes, which directly affect revenue generation.
While recognising the achievements of filmmakers reaching high box office numbers, the statement described these milestones as commendable, especially given the challenges of rising production costs, limited screens, revenue-sharing models, and statutory deductions.
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“These successes have been recorded despite rising production costs, limited screens, revenue-sharing structures and multiple statutory deductions. Despite these challenges, the industry continues to grow and break new ground,” it added.
“For the avoidance of doubt, Mr Afolayan’s reference to ten million naira was clearly sarcastic. No producer earns ten million naira from a one billion naira or two billion naira box office performance,” the statement emphasised.
The management urged stakeholders to use the moment to address structural issues in the industry and explore sustainable models to improve returns for filmmakers, rather than encouraging public feuds.
The clarification follows social media debate over Afolayan’s remarks on film promotion and box office culture.
Afolayan had earlier revealed that actress and producer Funke Akindele called him to express displeasure over comments he made criticising the growing expectation for filmmakers to engage in skits, social media dances, and constant online activity to promote films.
Speaking on ARISE TV, Afolayan said Akindele accused him of disliking her and asked him to stop mentioning her name. He clarified that his comments were not directed at any individual but addressed the broader issue of film business sustainability, noting that headline box office figures often do not translate into substantial profits for producers.
“There’s no competition. I don’t want two billion in cinema, or even one billion, if I won’t make ten million from it,” Afolayan said.
He explained that after revenue sharing with exhibitors, taxes, distribution fees, and publicity costs, filmmakers often receive less than 30 per cent of total box office earnings.
Afolayan confirmed that he had spoken with Abraham, who he said understood his point about profitability and the pressures of modern film promotion.