I CAN’T EARN 2 BILLION AT THE BOX OFFICE AND NOT MAKE AT LEAST 10 MILLION IN PROFIT — KUNLE AFOLAYAN SHARES

I have spent more than two decades telling stories, from the early days of shooting on tight budgets to watching my films find audiences on cinema screens and streaming platforms. Film isn’t just what I do; it’s part of who I am. But recently, something that should have been a routine industry conversation became a controversy I didn’t fully expect.

At a recent film business summit, I spoke openly about how I view success in the industry. For many people, milestones such as ₦1 billion or ₦2 billion at the box office are worth celebrating. But I made it clear that those figures mean little to me if, after all the deductions, distribution fees, taxes and sharing, the filmmaker’s actual return is too small. I said, quite simply, that I don’t want two billion in the cinema if all I will make in gain is ten million naira.

I also shared why I’ve taken a step back from doing cinema releases as frequently as I once did. The promotional expectations, including constant social content, challenges and even dancing can be exhausting. I said, “If you can guarantee that I don’t have to dance to sell that film, then let’s make it,” acknowledging that marketing strategies have evolved in ways that work for some but not for everbody.

I didn’t mention anyone by name, but because this conversation took place shortly after Funke Akindele’s recent blockbuster success, many assumed I was referring to her approach.

There was even a moment, on a phone call between us, where she expressed frustration and asked that her name not be brought up in further interviews. I later clarified in other conversations that I have nothing against her or any filmmaker using those marketing methods, I was simply sharing what feels sustainable for me.

My intent was never to create conflict, but to spark a conversation about how filmmakers can thrive creatively and financially. Success shouldn’t just be about big headline numbers, it should be about the people behind the stories and whether they can continue to tell them without burning out. And that, to me, is worth discussing honestly.