Kunle Afolayan: Why I stepped back from producing cinema films

Renowned Nigerian filmmaker Kunle Afolayan has explained why he has stepped back from producing films for cinema release in recent years, citing the demanding and exhausting nature of film promotion in today’s market.

Speaking at the Lagos Business of Film Summit, the 51-year-old director and producer said the relentless cycle of content creation required to promote theatrical releases has become unsustainable for him.

Afolayan noted that beyond making quality films, filmmakers are now expected to maintain constant visibility through social media engagement, interviews, skits, and online trends in order to attract audiences to cinemas.

According to him, the pressure to continuously create promotional content takes a toll and distracts from the creative process.

“I admire colleagues who can keep up with the nonstop social media presence and promotional demands, but I realised it is not for me,” he said.

Despite being widely regarded as one of the pioneers of Nigeria’s modern cinema resurgence, Afolayan stressed that his decision was not a retreat from filmmaking, but a call for the industry to rethink its marketing approach.

He urged stakeholders to develop more sustainable and less draining promotional strategies that allow filmmakers to focus on storytelling while still reaching audiences effectively.

Afolayan is known for critically acclaimed films such as October 1, The Figurine, Phone Swap, and Citation, many of which helped redefine cinematic standards in Nollywood.

The Lagos Business of Film Summit brings together filmmakers, distributors, investors, and policymakers to discuss challenges and opportunities within Nigeria’s film industry