Kunle Afolayan has ignited a debate. The filmmaker questioned the reliance on aggressive social media skits and dance trends to promote films. He spoke at an industry event in Lagos. His comments drew a response from Funke Akindele. She is Nigeria’s highest-grossing box-office creator.
Nollywood promotion has changed. In the 2000s, films were marketed through posters and radio. In the 2010s, social media became central. In the 2020s, skits and dance challenges drive attention. Funke Akindele has mastered the model. Her films use viral content to reach audiences. Kunle Afolayan prefers traditional storytelling and cinematic craft. Their approaches differ. The debate reflects a wider tension.
Afolayan said the industry relies too heavily on gimmicks. He said promotion should focus on story and craft. He said skits can be effective. But they should not replace substance. He questioned whether the model was sustainable. He said films should stand on their own merit.
Akindele responded. She said promotion must adapt to the market. She said social media is where audiences are. She said skits and trends are marketing tools. She said they work. She said the industry must use every available platform. Her response was respectful. It was also firm.
The debate is not personal. Both filmmakers are successful. Afolayan has won international awards. Akindele has dominated the box office. Their disagreement is about strategy. It reflects a changing industry. Streaming, cinema and social media compete for attention. Filmmakers must navigate all three.
Winners: Both filmmakers, who gain visibility. The industry, which gains a debate. Audiences, who gain insight. Losers: No serious losers. The debate is healthy. Both approaches can coexist.
Bottom Line: Afolayan wants craft. Akindele wants reach. Both are right. Nollywood needs both. The debate is not about winners. It is about strategy. The industry must adapt.