Nollywood has been buzzing for days, when veteran filmmaker Kunle Afolayan kicked off a conversation about how Nigerian films are promoted. What started as a discussion about the business side of filmmaking quickly turned into one of the most talked‑about dramatic moments in the industry, involving Funke Akindele and Toyin Abraham, two of Nigeria’s biggest movie stars.
What Kunle Afolayan Said
On January 30, 2026, during a talk at the Lagos Business of Film Summit, Kunle Afolayan shared his frustrations with the way some filmmakers market their movies. He said he was tired of having to create non‑film content like dance videos and skits just to sell cinema tickets. Afolayan explained that this style of promotion was “draining” and said he would only go back to traditional cinema filmmaking if he could avoid those tactics.
Afolayan also made a comment about box office success not always meaning real profit for filmmakers. He said he wasn’t interested in films making ₦1 billion or ₦2 billion at the box office if he didn’t personally see meaningful earnings from them. In his words:
“There is no competition between us. I don’t just want ₦1 billion or ₦2 billion in the cinema that I won’t be able to personally receive N10 million from.
I want to make a film if you can guarantee I don’t have to dance to sell. We need to come up with other strategies. How do we sell without exhausting ourselves? I don’t know how the likes of Funke and others are doing it. Creating skits every day, changing costumes all the time. I can’t do it.”
This concern about real profit had also been raised just two days earlier, on January 28, 2026, during the watch party for Anikulapo: The Ghoul Awakens, when he addressed rumours of a rivalry with fellow filmmaker Ibrahim Chatta. He reinforced his earlier point about cinema economics by saying, “I don’t want 2 billion or 1 billion in cinema, if I wouldn’t be able to take N10 million.”
Importantly, Afolayan insisted that he wasn’t aiming his comments at any colleague specifically. In a detailed follow-up interview with Arise News on February 1, he explained that the clip circulating online was taken from a film business forum where he was discussing cinema economics and sustainability, not criticizing any colleague’s work. He expressed surprise that his remarks were quickly linked to Funke Akindele, saying it was never about her.
He revealed that Akindele personally called him after the reports began circulating, yelling and saying, “I know you don’t like me, but don’t mention my name in your interviews.” Afolayan described the exchange as surprising, noting their long-standing personal and professional relationship. He said:
“It was weird, and I’m like, where is this coming from. She’s like a sister to me. In Unilag, I would go to her hostel, her sister is also my friend, so l am not sure where this is coming from.”
He clarified, “I never said anything was wrong with it. For me, it’s draining. I have absolutely nothing against it. I’m just saying what I will not do.”
He further explained that his remarks were framed around a question from cinema operators about when he would return to theatrical releases and emphasised that his concerns were about the financial realities filmmakers face once taxes, revenue splits, and other costs are deducted.
To underline that he holds no grudge and respects Akindele’s career, he added, “If for any reason she feels offended, I’m sorry. But one thing she has done, which I think is totally wrong, and I would never do this kind of a thing, is to use social media rats to come after whoever it is.”
Afolayan expressed disappointment at how quickly online trolls mobilised against him after the discussion was misinterpreted, noting that his goal was to spark honest conversations about sustainable growth in Nollywood, not to create divisions.
Funke Akindele’s Response
Funke Akindele, one of Nollywood’s most successful filmmakers, quickly reacted after Afolayan’s initial remarks began circulating on social media. At the time of the controversy, her recent movie Behind The Scenes had broken records, grossing about ₦2.4 billion at the Nigerian box office.
On January 31, Akindele took to her Instagram Story to respond with a message that many fans took as a direct reply to Afolayan’s comments. Linking his words to jealousy, she wrote:
“I’m not the one hindering your progress… 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. Eyin Werey jojo!!!
Go ahead and create alternative promotion or marketing strategie 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.” See screenshot of her post below:
Funke Akindele also shared a short dance video promoting her film. Many saw this move as a cheeky comeback since Afolayan had called that very kind of marketing exhausting. In her caption, she reminded followers that the movie was still showing in cinemas across Nigeria and even internationally, including in the UK, US, and Canada.
Toyin Abraham Joins the Conversation
Shortly after Akindele’s reply, actress and producer Toyin Abraham weighed in with her own take. Rather than take things personally, Abraham shared a sarcastic video on her Instagram page, mocking what some interpreted as Afolayan’s logic. In the video, she acted out a skit referencing someone who claimed it was impossible to make ₦10 million from a film that had grossed over ₦1 billion.
In her clip, Abraham jokingly begged Nigerians in Canada to help increase the earnings of Oversabi Aunty (her own directorial hit that crossed the ₦1 billion mark) so it could reach ₦1.5 billion and possibly return ₦15 million to her. Her ironic tone quickly made the post viral and reignited discussion online about Afolayan’s remarks.
Afolayan then responded directly to Abraham’s video in the comments section of her post, writing in Yoruba, “Toyin, Omo ale! Emi lo nba wi abi?” which loosely translates to, “Toyin, bastard! Am I the one you’re talking to?”. Toyin immediately responded with a laughing emoji. This exchange led to even more buzz. See screenshot of the exchange below:
Tension, Clarifications, and Industry Voices
As the debate grew, both fans and industry colleagues took to social media to share their opinions. Some viewers felt Akindele overreacted, saying Afolayan’s original comments weren’t meant to be personal. Others supported Abraham’s playful shade as a fun way to point out the irony in the discussion.
Actress Regina Chukwu also weighed in, urging unity and reminding everyone that success comes in different forms for different people. She reposted a message saying that “life is turn by turn” and that members of the industry should focus on their craft without shading others.
Conclusion
At its heart, this controversy highlights a real conversation happening in Nollywood, on how movies should be marketed in the age of social media, and what counts as success. Afolayan’s comments tapped into a larger question about whether viral content like dances or skits should be necessary for cinema success or whether filmmakers should be able to rely more on storytelling and traditional marketing.
Funke Akindele’s and Toyin Abraham’s responses show that many artists believe different approaches can work and that the industry is big enough for diverse styles. Their contrasting reactions also reflect the balance many creators try to find between artistic integrity, box office appeal, and engaging social media audiences in a digital age.
