Speaking at the Lagos Business of Film Summit, Afolayan addressed the increasing pressure on creators to personally drive ticket sales through constant content creation and promotional stunts.
The filmmaker recalled the grueling promotional cycle he endured in 2006, describing it as both physically and emotionally draining. “I did all the promotional runs back then, and it was exhausting. If you can guarantee I won’t have to dance to sell a film, I’m ready to make one. We must find alternative strategies. How do we market our work without burning out?” he questioned.
Afolayan expressed admiration for colleagues who maintain relentless promotional schedules. “I honestly don’t know how people like Funke Akindele do it—creating skits daily, constantly changing costumes. That’s just not something I can sustain,” he admitted.