There is a striking remark from Funmi Onuma that has sparked renewed concern over the structural challenges within Nollywood’s distribution system, with the industry executive warning that poor coordination is costing filmmakers both visibility and revenue.
Drawing from her role at Silverbird Cinemas, Onuma revealed that many films are still being programmed just hours before release, a practice she says disrupts marketing efforts and leaves little time to build audience anticipation. Without booking windows, potential viewers are unable to plan, weakening what should be the most critical period for box office performance.
According to her, this disconnect between distributors, cinemas, and producers continues to limit the impact of even the most promising titles. Campaigns that should drive strong opening numbers often fall flat, not due to lack of interest, but because of last-minute scheduling decisions that leave audiences unaware or unprepared.
She emphasised that in more structured film markets, release dates are secured well in advance, allowing marketing strategies to align with cinema rollouts. By contrast, Nollywood’s current system, she argues, operates reactively rather than strategically, making it difficult to compete on a global scale.
Onuma is now calling on producers and investors to take a more active role in demanding accountability and better planning from distributors. For Nollywood to truly grow beyond its borders, she insists, it must first fix the gaps within its own ecosystem.
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