Two of Nollywood’s most celebrated filmmakers, Toyin Abraham and Mercy Aigbe, have voiced their frustration over alleged unfair treatment by cinemas towards their latest movies. The actresses took to social media to address the issue, sparking conversations about fairness in Nigeria’s film exhibition industry.
Mercy Aigbe, whose movie Thinline recently debuted, revealed that some cinemas had failed to screen the film despite it being listed on their schedules. She apologized to her fans for the disappointment, explaining that efforts were underway to rectify the situation.
“Good morning beautiful people,” Aigbe wrote in a heartfelt Instagram post. “I have been getting a lot of complaints about some cinemas not showing Thinline despite having showtimes. Please, I want to apologise. We are working on it, and hopefully, this will be resolved soon.”
Her statement reflects a broader frustration that filmmakers often face when trying to secure equitable screen time for their productions.
Toyin Abraham Voices Similar Concerns
Award-winning actress and filmmaker Toyin Abraham shared a similar sentiment regarding her movie Alakada: Bad and Boujee, which has been well-received by audiences. Despite grossing N134 million at the box office, Abraham noted that the film was not being shown in many cinemas and expressed disappointment over limited screen time allocations.
In an Instagram post, Abraham celebrated her fans for their unwavering support. “Thank you all for the love you have shown to Alakada: Bad and Boujee. Despite the challenges, we’ve hit N134 million, and that’s all thanks to you,” she said. However, her gratitude was tempered with a note of concern: “It’s disheartening that this movie isn’t getting the screen time it deserves in some cinemas. We can only keep pushing.”
Her post highlighted a recurring issue in Nollywood, where certain movies, despite their popularity and audience demand, struggle to secure sufficient playtime in cinemas.
Box Office Showdown
Meanwhile, Funke Akindele, another Nollywood heavyweight, is enjoying a blockbuster run with her latest film, Everybody Loves Jenifa. The comedy has amassed an impressive N783 million in Nigeria and over $190,000 internationally within just eight days of its release.
Akindele took to Instagram to celebrate the achievement, expressing gratitude to her cast, colleagues, and loyal fans. “Thank you, my amazing fans and team, for making this happen. Everybody Loves Jenifa continues to break records, and I couldn’t be prouder,” she wrote.
This stark contrast in box office performance has sparked debates about the factors influencing movie screenings and audience turnout. Industry observers point out that big-budget productions often overshadow smaller or mid-tier films, leaving filmmakers like Aigbe and Abraham grappling for fair representation.
The Bigger Picture: Challenges in Nollywood Distribution
The controversy surrounding Thinline and Alakada: Bad and Boujee brings to light longstanding issues in Nollywood’s cinema distribution model. The industry, though vibrant and prolific, is plagued by challenges including limited screen availability, preferential treatment for certain filmmakers, and the prioritization of Hollywood blockbusters over local content.
According to industry insiders, the allocation of screen time is often influenced by commercial interests, with cinemas prioritizing films likely to attract the largest audiences. While this approach maximizes revenue for cinemas, it frequently sidelines smaller productions or those without extensive marketing budgets.
Call for Equity
Fans of Aigbe and Abraham have rallied behind their favorite stars, calling on cinemas to address the perceived bias. Social media platforms have been abuzz with comments demanding transparency in how movies are selected and scheduled for screening.
“This isn’t fair to our Nollywood stars,” one fan tweeted. “How will the industry grow if cinemas keep doing this? We need to support our own.”
Another user commented: “Toyin Abraham’s movies always deliver. She deserves better treatment from cinemas!”
For Aigbe and Abraham, the ongoing support from their fans serves as a source of encouragement. Both actresses remain optimistic that the situation will improve, urging industry stakeholders to prioritize fairness and inclusivity.
The Role of the Cinema Exhibitors Association
The Cinema Exhibitors Association of Nigeria (CEAN) has yet to release an official statement addressing the grievances raised by Aigbe and Abraham. However, past controversies have seen the body defend its practices by citing business considerations and audience preferences.
Analysts suggest that a more collaborative approach between filmmakers and exhibitors could help bridge the gap. Regular dialogues, transparent scheduling policies, and the creation of platforms for grievances could foster a more equitable system.
