The Nigerian film industry is at a crossroads and the recent online conversation involving Funke Akindele and Kunle Afolayan has unintentionally brought that reality into sharp focus.
While social media see the moment as a personal “saga,” between the film makers, the substance of the discussion has little to do with rivalry. Instead, it exposes a fundamental divide in Nollywood’s production and release ecosystem: the growing tension between cinema-led filmmaking and streaming-first distribution, particularly via platforms like Netflix.
Funke Akindele and Kunle Afolayan represent two of Nollywood’s most successful yet structurally different approaches to filmmaking.
Funke Akindele’s recent run has been defined by cinema dominance. Her projects are built to thrive in theatres, relying on strong opening weekends, repeat viewership, and sustained audience attention over several weeks. This cinema-first model places heavy emphasis on visibility, demanding relentless promotion to keep films culturally relevant and commercially viable during their theatrical lifespan.
Kunle Afolayan’s recent body of work, by contrast, has leaned more toward platform-backed production, particularly through Netflix. In this system, films are often greenlit with clearer financial parameters, predefined distribution agreements, and a primary focus on content value rather than box-office optics. Promotion exists, but it is rarely as intense or personal as what cinema releases now demand.
At the centre of the debate is the burden of promotion.
Kunle Afolayan’s comments about the exhaustion that comes with modern film marketing echo a growing sentiment among filmmakers.
“It is draining. I want to make a film if you guarantee me that I don’t have to dance to sell that film”
“There’s no competition. I don’t want two billion in cinema, or even one billion, if I won’t make ten million from it.”
Cinema releases in Nigeria increasingly require creators to act not just as directors or producers, but as full-scale digital entertainers constantly producing skits, trends, behind-the-scenes content, and viral moments to sustain public interest.
Funke Akindele’s indirect response reframes the issue entirely. Her message is simple: every filmmaker must choose what works for them. Cinema success, in her case, is inseparable from aggressive marketing, audience engagement, and cultural presence. It is not a burden, it is the business.
“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!!!”
“I’m not the one hindering your progress. Ka rin ka po, yiyeye ni n ye ni.”
“Go ahead and create alternative promotion or marketing strategies 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.”
One reason this conversation resonates is because cinema and streaming measure success differently.
Cinema success is public and immediate: Ticket sales, Opening-weekend figures, Records broken and Audience turnout.
Streaming success is quieter and less transparent: Licensing value, Global reach, Completion rates and Long-term catalogue relevance.
Netflix productions do not need daily online performances from filmmakers to survive. Cinema films often do.
The Funke Akindele–Kunle Afolayan discourse highlights a larger shift happening across Nollywood. As streaming platforms reassess budgets and cinema costs continue to rise, filmmakers are being forced to make strategic choices earlier in the production process.
Neither path is wrong. But they are no longer the same road.
Nollywood is no longer unified by a single definition of success. The industry has matured into a space where cinema blockbusters and streaming originals coexist sometimes uneasily under the same umbrella.
The current conversation is not about who is right or wrong. It is about what kind of industry Nollywood wants to be in the next decade.
The Funke Akindele–Kunle Afolayan moment matters because it captures Nollywood in transition. And how filmmakers respond to this divide may shape the future of Nigerian cinema more than any box-office record ever could.