Entertainment
IS ENGAGING IN NOLLYWOOD CINEMA RELEASES A LOSER’S GAME?
***Where Omotola Got It Wrong And Why 95 Percent of Nigerian Theatrical Movies Are Not Profitable
****Plus 7 Powerful Strategies To Make Your Movies Pay!
By Dr. Ope Banwo – Founder, Nollyflix360 and AiFlix360
When Omotola Jalade-Ekeinde, one of Nollywood’s most revered legends, recently shared her frustrations on the crushing charges and taxes swallowing up movie revenue in Nigerian cinemas, it sparked a firestorm—and rightly so. She lamented how exhibitors, distributors, government taxes, and agents take so much from box office sales that next to nothing remains for the actual filmmaker who birthed the vision, raised the funds, and took the risk.
Omosexy, you are absolutely right. Your frustration is shared by thousands of passionate producers in Nigeria who have to beg, borrow, and bleed to get their films to the big screen—only to end up with crumbs.
But here’s the kicker…
Nigerian producers may actually be better off than their American counterparts!
The truth is that Hollywood filmmakers may be having it worse than Nollywood in the area of Net Profits From Box Office Ticket Sales. It’s hard to believe, but the stats prove this, In the U.S.—the holy land of Hollywood—filmmakers often earn LESS than five percent or ten per cent of their box office gross, after:
• 50–55 percent is taken by cinema chains (Regal, AMC, Cinemark),
• 15–35 percent goes to the distributor.
• Massive marketing costs (P&A) which are recouped FIRST by marketers,
• Agents, lawyers, taxes, and guilds also take their cuts.
What’s left for the producer? Often, nothing. Even in billion-dollar franchises, most creative originators don’t profit directly from ticket sales.
So my dear Legendary Omo Sexy (I still think the battle for Female GOAT of Nollywood is between you and Genevieve). Box Office bleeding through crazy charges and taxes is not just a Nollywood problem—it’s a global system skewed against creators. The theaters, the Distributors; the Govt; the Marketers; the Advertisers; the Lawyers are all like bloodsuckers who must take their sip of your box office before you get your turn at the trough at which time virtually nothing is left.
That’s a fact whether you are making movies in Nollywood, Bollywood, Hollywood or Cannywood. The Box office in every ‘wood’ is similarly infested.
But here’s the truth that few want to admit: Cinema release is not a profit engine—it’s a promotional platform (the profit comes elsewhere beyond box office tickets).
You don’t go to cinemas to make money. You go to build brand equity, attract streaming deals, court international buyers, and signal quality. The real money? It’s in what comes BEFORE and AFTER the premiere cinema run.
Unfortunately this is the area of the movie business most Nollywood filmmakers still struggle with
Why 95 Percent Of Nollywood Theatrical Movies Are Not Profitable
1. Poor financial planning: Before or after the cinema run, most producers focus only on production, ignoring monetization.
2. Over dependence on box office- They falsely believe cinema income is the main revenue. I remember my shock at getting my final cheque after the successful box office run of my Ghetto Dreamz movie about the musician Dagrin in 2012. I went into a depression.
3. Ignorance of revenue stack – No strategy for digital, merchandizing, diaspora, brand sponsorship or licensing income.
4. Weak marketing – Few invest in serious PR or target audience building. Most make a cinema movie for say N100 Million but spend N5million only in marketing and wonder what happened.
5. Lack of business education – Many guilds focus on politics, not profitability or movie business education for their followers
7 Proven Strategies to Increase Film Profitability in Nollywood
I am not an expert on movie monetization (I confess that I myself is still trying to figure it out and mostly still in research stage because execution is harder than theory) but here are some ways I have come to learn that entrepreneurial filmmakers can monetize their movies.
1. Pre-sell Streaming Rights – Before you even release the movie, shop it to Netflix, Showmax, Prime Video, ROK, IrokoTV and more. Some films make their entire profit upfront.
2. Package TV Licensing Deals – Sell rights to Africa Magic, ROK on DSTV, and even NTA or AIT. These platforms pay per title or per broadcast cycle. A good film can earn multiple repeat fees.
3. Build a YouTube Monetization Engine –
Own your own channel, build an audience, and earn via AdSense + brand partnerships. Many filmmakers earn more monthly on YouTube than from box office.
4. Secure Brand Sponsorships & Product Placements – Plan your story to include brands, products, and shout-outs that fit organically. Charge N500K to N5M per placement depending on reach and genre.
5. Monetize the Diaspora – Create limited screening tours in London, Houston, Johannesburg, etc. Many diaspora communities are hungry for quality Nigerian stories—and they will pay.
6. Leverage Film Festivals & International Grants – Submit to AFRIFF, TIFF, Berlinale, Sundance, ZIFF, and win grants, awards, and distribution contracts. Festivals increase global visibility and perceived value.
7. Repurpose Content into Other Formats – Turn your film into merch (T-shirts, mugs), novels, web series, or behind-the-scenes content. Monetize across multiple verticals and platforms.
What we need now is to start experimenting with some of these options and more and figure out what works and what’s jsit theory for us
It’s time Nollywood Guilds and Associations—DGN, AMP, ANTP, AGN, MOPPAN—wake up and do their real job:
Train your members to profit from their creativity—not just win awards and titles!
Instead of endless AGMs and power tussles, let’s see more
• Monetization masterclasses
• Partnership brokerage with streaming platforms
• Legal workshops on licensing and IP protection
• Structured mentorship on multi-channel film revenue.
If our industry bodies continue to chase prestige without profit, the industry will keep losing its best talents to burnout, bankruptcy, or migration.
Final Word: The Cinema Is a Stage—Not the Bank
Omotola is right to call attention to the seemingly unfair deductions, but let’s also flip the script. No smart entrepreneur relies on a single revenue stream—and movie producers shouldn’t either. Box office is not the magic bullet for profitability.
Let our filmmakers learn to think beyond the big screen, plan multiple exits, and monetize their brilliance through every avenue possible.
Nollywood is not really a loser’s game—unless you play it with your eyes closed and refuse to broaden your knowledge about the business side of movie making
Ope Banwo
Mayor Of Fadeyi
CEO, Stingomania Entertainement
Entertainment
Remembering Afeez Adeshina “Destiny Boy” : A Life of Promise, Music, And Quiet Impact ~ 1ST ELEVEN9JA TV
Remembering Afeez Adeshina “Destiny Boy” : A Life of Promise, Music, And Quiet Impact ~ 1ST ELEVEN9JA TV
By Alhaji Arems (Baba Fuji)
The Nigerian music scene is mourning the loss of Afeez Adeshina Ayinde, popularly known as Destiny Boy, whose passing has left a deep sense of grief among family, friends, and fans. Though his life was brief, his story is one marked by determination, creativity, and a steady rise driven by passion rather than noise. Destiny Boy passed away on January 17, 2026, at the age of 22, cutting short a journey that many believed was only just beginning.
Early Life And Background :
Afeez Adeshina was born on june 24, 2003, into the Adeshina family of Odo Rori Compound, Ayetoro Yewa, Ogun State, Nigeria. He was the son of Mr. Adeshina Kamorudeen and Mrs. Saidat Adeshina, raised within a close-knit family environment that shaped his values and character.
From an early age, Afeez was known for his calm demeanor and respectful nature. Those who grew up around him often describe him as gentle, focused, and quietly ambitious. Music became an outlet through which he expressed himself, long before public recognition followed. What began as interest and experimentation gradually turned into purpose.
Music Career And Creative Journey :
Known professionally as Destiny Boy, Afeez carved out his place in music through persistence rather than spectacle. He was deeply passionate about his craft and committed to growth, often collaborating and featuring in songs and music videos across Nigeria and beyond.
While he may not have been the loudest voice in the room, Destiny Boy earned respect for his work ethic and humility. He approached music with seriousness, seeing it not just as entertainment but as a path to building something meaningful. Colleagues and collaborators consistently describe him as hardworking, disciplined, and eager to learn — traits that set him apart in an industry often defined by fast success and fleeting attention.
His presence in multiple projects across different platforms reflected a steady upward movement. For many young creatives, Destiny Boy represented the quiet grind: showing up, improving, and letting the work speak.
Family Life And Personal Milestones :
Beyond music, Afeez embraced responsibility early in life. He got married to Oluwatoyin Adeshina, and their union was blessed with a son, Adeshina Usman Obatide, born on November 12, 2024. Becoming a husband and father added new depth to his life, grounding him further and reshaping his priorities.
Those close to him speak of his devotion to family and his desire to build a stable future. Balancing personal life with creative ambition was not always easy, but Afeez carried these responsibilities with maturity well beyond his years.
His Passing :
The news of Destiny Boy’s death on January 17, 2026, came as a shock to many. At just 22 years old, his passing raised a collective sense of loss — not only for what he had achieved, but for the potential that remained unrealized.
While details surrounding his death have been kept private, the impact has been deeply felt across his immediate community and within creative circles. Tributes have highlighted not only his music but his character: kind-hearted, respectful, and sincere.
Burial Arrangements :
The Adeshina family has announced that Afeez Adeshina Ayinde (Destiny Boy) will be laid to rest on:
Friday, January 23, 2026 :
Time : 2:00 PM
Venue : His father’s residence, Odo Rori Compound, Ayetoro Yewa, Ogun State
Family members, friends, colleagues, and well-wishers are expected to gather to pay their final respects and celebrate a life that, though short, left a meaningful imprint.
A Legacy Beyond Numbers :
Destiny Boy’s story is not one measured by chart positions or awards, but by consistency, humility, and quiet influence. He represented a generation of young Nigerian creatives navigating ambition, responsibility, and identity in real time.
In remembering Afeez Adeshina, many will recall a young man who showed up for his craft, valued his family, and treated people with respect. His journey serves as a reminder that impact is not always loud — sometimes, it is built patiently, one step at a time.
As he is laid to rest, his music, memories, and the lives he touched remain.
May his soul rest in perfect peace.
Entertainment
Benin Summit Group Congratulates Rema, Shallipopi for Flying the Benin Flag at AFRIMMA Awards
Benin Summit Group Congratulates Rema, Shallipopi for Flying the Benin Flag at AFRIMMA Awards
The Chairman-in-Council of the Benin Summit Group, Earl Osaro Onaiwu, has congratulated celebrated music stars Rema and Shallipopi for their outstanding achievements at the recently concluded AFRIMMA Awards, where they emerged as shining ambassadors of the Benin Kingdom on the global entertainment stage.
Rema, ( Divine Justice Ikubor) the internationally acclaimed Afrobeats sensation of Benin extraction, carted home three prestigious awards, while fast-rising artiste Shallipopi ( Crown Uzama) also clinched one award, marking a moment of pride not just for Edo State but for the entire Benin Kingdom.
In a statement issued by the Benin Summit Group, Osaro Onaiwu described their victories as a powerful demonstration of Benin excellence, creativity, and global relevance.
“I commend and congratulate Rema and Shallipopi for putting the Benin Kingdom firmly in the global space through their talent, hard work, and discipline. Their achievements are a source of pride to our people and an inspiration to our youths,” Onaiwu said.
He noted that the success of Benin sons in the global entertainment industry reinforces the importance of nurturing creativity and supporting young talents across music, film, fashion, and other creative arts.
“These accomplishments show what is possible when talent meets opportunity and determination. Benin land is rich in creativity, and the world is beginning to take notice,” he added.
Osaro Onaiwu further urged other Benin sons and daughters, particularly those in the creative and entertainment sectors, to remain focused and strive for excellence, emphasizing that global recognition comes through consistency, hard work, and commitment to craft.
“I urge others to strive harder to excel. Let the achievements of Rema and Shallipopi motivate the next generation to dream bigger, work harder, and represent Benin with dignity and pride wherever they find themselves,” he said.
He reaffirmed the commitment of the Benin Summit Group to promoting unity, culture, and development, including the creative arts, which he described as a powerful tool for projecting the Benin heritage and identity to the world.
According to Onaiwu, celebrating the successes of Benin sons and daughters across various fields remains central to the group’s mission of fostering unity, pride, and collective progress within the Benin Kingdom and the diaspora.
Why Everyone Is Talking About GICANA: The New Nigerian Drama Shaking YouTube
A powerful new Nigerian drama, GICANA, has made its debut during the Yuletide season, sending a strong social message while keeping audiences glued to their screens. The film, now streaming on Mustapha Sholagbade Television (MSTV) on YouTube, explores the dangerous consequences of transacting one’s body for money, portraying it as a risky game with far-reaching emotional and moral implications.
Produced by Almatin Limited, GICANA is directed by the creative duo of Olayemi Adeodu and Ayanbode Simon. The directors bring depth and realism to the story, carefully unpacking themes of desperation, survival, greed, and the silent battles faced by individuals pushed to the edge by circumstance.
The movie, which was shot in Canada and Nigeria, boasts a rich ensemble of industry talents who delivered compelling performances, including Remi Surutu, Dotun Adebanjo, Mustapha Sholagbade, Bukola Kiitan, Temidayo (Starboy), Dare Melody, Jumoke Fadipe, Queen Blessing Ebigieson, Adejoke Adesokan, and several others. Their performances added emotional weight and authenticity to the storyline, making GICANA both engaging and thought-provoking.
Behind the scenes, the production quality of GICANA stands out. Cinematography was handled by Director Keny and Abiodun Bukola, while Mr Perfect served as script supervisor. Sound was recorded by Idrissound, with lighting by Tomcity. Makeup was expertly done by Ifeoluwa Adejumo, and Muhammed Hussein brought the film’s environments to life as set designer.
Released at a time traditionally associated with celebration and reflection, GICANA uses the Yuletide season to challenge viewers to think deeply about societal pressures and the hidden dangers of quick money. The film is already generating conversations online, with viewers praising its message, performances, and strong moral undertone.
With its timely release and compelling narrative, GICANA is more than just a movie, it is a cautionary tale and a must-watch drama for audiences seeking meaningful African storytelling this new year.
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