Toyin Abraham’s Team Clears Air on Kunle Afolayan’s ₦10m Comment, Urges Focus on Nollywood’s Profit Challenges

Toyin Abraham’s management has clarified the controversy surrounding filmmaker Kunle Afolayan’s recent remarks on box office earnings, stating that his reference to a producer making ₦10 million from a ₦1 billion or ₦2 billion cinema gross was sarcastic and not meant to be taken literally.

In a statement released on Monday by her manager, Samuel Olatunji of The Hype Agency, the team said Abraham had received multiple calls and messages seeking her reaction to Afolayan’s comments on film profitability and promotion in Nollywood.

According to the statement, Abraham understood the broader point Afolayan was making about the realities of filmmaking—particularly the gap between headline box office figures and the actual returns producers receive. However, it noted that the tone of the remarks, as circulated from the film premiere, was perceived by some industry stakeholders as dismissive of the labour, financial risks and sacrifices made by filmmakers, especially women.

The statement revealed that Afolayan later contacted Abraham directly to clarify his intentions. During their conversation, Abraham expressed concern about how the comments could be interpreted, while Afolayan explained the context and intent behind them. Both parties reportedly resolved the matter amicably and have moved on.

Abraham’s management also dismissed claims that she remained silent because she had previously questioned the authenticity of ₦1 billion box office figures. It described such narratives as false, stating that Abraham has close ties with industry stakeholders responsible for box office reporting and has access to certified data.

“There is no basis for doubting credible numbers,” the statement said.

The management further stressed that Abraham has never resented the success of any filmmaker, adding that her primary concern has always been fair and adequate cinema showtimes, which directly affect box office performance and revenue. While acknowledging recent box office milestones as commendable, the statement highlighted the unfavourable industry ecosystem marked by rising production costs, limited screens, revenue-sharing structures and multiple statutory deductions.

“For the avoidance of doubt, Mr Afolayan’s reference to ten million naira was clearly sarcastic. No producer earns ten million naira from a one billion naira or two billion naira box office performance,” it stated.

The team urged stakeholders to use the ongoing debate to address structural challenges in Nollywood and develop sustainable models that improve returns on investment, rather than fuelling public disputes.

The clarification follows social media backlash over Afolayan’s comments on film promotion culture and box office hype. He recently disclosed that Funke Akindele had called him to express anger over remarks he made criticising the expectation for filmmakers to constantly dance, create skits and maintain online visibility to promote films.

Speaking on ARISE TV, Afolayan explained that his comments were not directed at any individual but were aimed at highlighting sustainability issues in the film business. He argued that headline box office figures often do not reflect real profits, noting that filmmakers typically receive less than 30 per cent of gross earnings after deductions for exhibitors, taxes, distribution and publicity.

Afolayan also confirmed that he had spoken with Abraham, who he said understood his point about profitability and the pressure associated with modern film promotion.