By Ghazali Ibrahim
Nollywood actress and filmmaker Funke Akindele has responded to comments by Kunle Afolayan criticising the growing reliance on energetic social media trends, including dancing, to promote Nigerian films, saying no filmmaker’s success is responsible for another’s challenges.
Akindele’s reaction followed Afolayan’s remarks at the Lagos Business of Film Summit, where he lamented what he described as the exhausting nature of modern film marketing.
The award-winning director said he would only fully return to cinema releases if filmmakers were no longer compelled to engage in constant online performances to promote their work, adding that the trend takes a physical and mental toll on creatives.
In a series of Instagram Story posts, Akindele dismissed suggestions that her promotional style or box office success was a problem for others in the industry.
She stressed that Nollywood is broad enough to accommodate different marketing approaches, noting that filmmakers who find certain strategies draining should explore alternatives or hire professionals to handle promotions.
“I am not hindering anyone’s progress,” Akindele said, adding that creatives must find what works best for them rather than criticising colleagues who adopt different methods.
She also cautioned against allowing resentment or comparisons to overshadow individual growth, stating that “the sky is big enough for everybody to fly.”
Although she did not mention Afolayan by name, the timing and context of her comments made it clear they were a response to his remarks.
The exchange has since sparked wider debate within Nollywood about sustainability, creativity and the pressure to achieve box office success in an increasingly digital-driven film market.
