Ramsey Nouah, the Nigerian actor and producer, says taking films to the cinema is not always a wise financial decision because only a small number of movies recover their production costs and make a profit.

Speaking in a recent interview with TVC’s E Splash, the 55-year-old filmmaker discussed the financial returns producers can expect from theatrical releases.

Nouah said only about two per cent of people who invest in cinema releases would likely recover their capital.

“No, it is not. Predominately, it depends, as you talk about only two per cent of people would probably make their capital invested like ROI on cinemas. Even with the promotion and all of that, some people still do not get their capital invested,” he said.

The filmmaker added that heavy spending on advertising and promotion does not guarantee that producers will recover their investment.

Afolayan questions cinema promotion

Nouah’s comments come months after filmmakers Funke Akindele and Kunle Afolayan expressed contrasting views on the demands of promoting theatrical films.

In January, Afolayan described the relentless content-creation cycle required to promote modern films as “unsustainable”.

He revealed that the demands were a key reason he stepped back from producing cinema releases, despite “being a pioneer of Nigeria’s cinema resurgence”.

Afolayan also criticised the promotional approach adopted by Akindele and other filmmakers.

“I want to make a film if you guarantee that I do not have to dance to sell that film. Are there other ways? We need to come up with other strategies. How do we sell without exhausting ourselves?

“I do not know how Funke and the likes of them are doing it; creating all of those skits, changing costumes every day.”

Akindele defends her approach

In her response, Akindele urged filmmakers to innovate rather than withdraw from theatrical releases.

She argued that creators can develop their own promotional models. She also maintained her commitment to her own promotional style.

In February, at the premiere of the newly released sequel to Anikulapo, Afolayan suggested that some filmmakers make less than N10 million in profit even when their movies earn over N1 billion in cinemas.

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