Filmmaker Kunle Afolayan has expressed reluctance to return to cinema releases unless filmmakers are relieved of exhausting promotional demands, such as dancing on social media.
Speaking at the Lagos Business of Film Summit, Afolayan cited the toll of aggressive promotion, referencing his early days in the industry when he engaged in strenuous publicity efforts.
According to him, he is proposing alternative strategies to sell films without burnout, stating he has projects ready but is waiting for more sustainable promotional models.
“For cinema, I’m one of the people who started the cinema gig, and dancing before anybody. I danced in London too, not just locally,” he said.
“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. We need to come up with other strategies. How do we sell without exhausting ourselves?” he asked.
“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,” he added.
He previously highlighted the disconnect between cinema success and filmmakers’ earnings, questioning the value of massive box office numbers if profits don’t reach creators.
“I don’t want two billion streams at the cinemas and end up receiving ten million naira,” he said.
