Why I’ve stepped back from cinema releases — Afolayan

Nigerian filmmaker Kunle Afolayan has explained why he has reduced the number of films he releases in cinemas, blaming the intense and exhausting promotional culture that now surrounds theatrical projects.

Speaking at the Lagos Business of Film Summit, the award-winning director said the current expectation that filmmakers must constantly produce skits and social media content to market films is unsustainable for him.

Afolayan, 51, noted that while he respects colleagues who are able to maintain a high level of online engagement, the pressure of nonstop promotion has pushed him to step back from cinema releases in recent years.

He recalled being among the early drivers of Nigeria’s cinema revival and said aggressive publicity campaigns have long been part of the industry, but have become increasingly draining over time. “I am one of the people who started all of these cinema gigs. Even though all this dancing, I started before anybody. I danced in London. So, it was not just local,” Afolayan said.

According to him, filmmakers need to explore alternative and less demanding ways of selling films without exhausting themselves in the process.

Afolayan also singled out some of his peers for their relentless promotional efforts, admitting that he cannot keep up with the constant creation of skits and frequent costume changes, even though he still has several stories he has been developing for years.

Despite his concerns, the filmmaker said a return to cinemas remains possible, particularly through collaboration and strong content. He cited the excitement generated by a single screengrab from his forthcoming series Aníkúlápó as evidence that audiences are eager for quality productions, even without heavy promotion.

He added that if the right partnership emerges, he would be willing to produce another cinema film, stressing that compelling storytelling — rather than exhausting publicity stunts — should drive audience interest.