Toyin Abraham reacts to Kunle Afolayan’s ₦10m box office release
By Elegbede Abiodun
Toyin Abraham’s management has clarified the statement credited to filmmaker Kunle Afolayan on box office earnings, stating that his reference to a producer making ₦10m from a ₦1bn or ₦2bn cinema gross was sarcastic and not a literal claim.
In the reaction issued on Monday by the actress’s manager, Samuel Olatunji of The Hype Agency, the management said Toyin had received several calls and messages requesting her reaction to Afolayan’s recent remarks on film profitability and promotion in Nollywood.
It explained that Abraham understood the broader point Afolayan was attempting to make about the business realities of filmmaking, particularly the difference between headline box office figures and the actual earnings returned to producers.
However, it noted that the tone of comments circulated from Afolayan’s film premiere was perceived by some industry practitioners as condescending and dismissive of the immense labour, financial risk and sacrifices invested in building the Nigerian film industry, especially by women.
According to the statement, after the issue gained traction in the public space, Afolayan reached out directly to Abraham to address the concerns.
“During that conversation, she expressed her concerns, particularly about how the comments could be interpreted as disregarding the efforts of others.
“Mr Afolayan clarified the context and intent of his remarks, and the issue was addressed maturely. Both parties have since moved on,” the statement said.
The management described it as unfortunate that some individuals expected Abraham to publicly attack or tear down Afolayan, stressing that their professional relationship, which has spanned many years, has never been contentious.
It also dismissed claims circulating online that Abraham remained silent because she had previously questioned the possibility of films grossing ₦1bn at the box office.
“This narrative is completely untrue. She is close to industry stakeholders responsible for box office reporting and has access to certified and verifiable figures.
“There is no basis for doubting credible numbers,” the statement said.
The management further stated that Abraham has never complained about the success of any filmmaker at the box office, adding that her consistent concern has always centred on the issue of fair and adequate cinema showtimes, which directly affect box office performance and revenue generation.
While acknowledging the achievements of filmmakers currently posting top box office numbers, the statement described such milestones as commendable, particularly within an industry ecosystem that remains largely unfavourable to producers.
“These successes have been recorded despite rising production costs, limited screens, revenue-sharing structures and multiple statutory deductions. Despite these challenges, the industry continues to grow and break new ground,” it added.
“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,” the statement said.
It urged stakeholders to use the moment to address structural issues in the industry and explore sustainable models that improve returns on investment for filmmakers, rather than encouraging public feuds.
The clarification follows social media controversy trailing Afolayan’s recent comments on film promotion and box office culture.
Recall that Afolayan recently disclosed that actress and producer Funke Akindele called him to express anger over remarks he made criticising what he described as the growing expectation for filmmakers to dance, create skits and maintain constant online visibility to promote cinema releases.
Speaking on ARISE TV, Afolayan said Akindele accused him of disliking her and asked him to stop mentioning her name following a viral clip from the 2026 Lagos Business of Film Summit.
The filmmaker later explained that his comments were not targeted at Akindele or any individual but were made in the context of film business sustainability, arguing that headline box office figures often do not translate into substantial profit for producers.
“There’s no competition. I don’t want two billion in cinema, or even one billion, if I won’t make ten million from it,” Afolayan had said.
He further explained that filmmakers often receive less than 30 per cent of total box office gross after revenue sharing with exhibitors, taxes, distribution fees and publicity costs.
Afolayan also disclosed that he had spoken with Abraham, who, according to him, understood his point about profitability and the pressure associated with modern film promotion.
