Nollywood Star Omotola Jalade-Ekeinde Exposes Harsh Cinema Economics

Omotola Jalade-Ekeinde took to her Instagram account to pour out the dark side of the financial realities for filmmakers in Nigeria. She has celebrated thirty years in the entertainment world and took it upon herself to lay blame on cinema chains, distributors, and even the government for creating a system that sucks the filmmakers dry.

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Her post went viral and, tagged by fans and fellow colleagues alike, gave an insane breakdown of deductions from movie revenues: (approximate guessing) 50% to cinemas, piled taxes on them (7.5% VAT, 5% entertainment tax, withholding taxes ranging from 10-15% amongst different countries), distributor fees, and marketing costs. And then? Producers basically pay to be working. “What could ever be left?” she questioned. “Or can they EVER recoup their investment?”

Now, the comments section blew up immensely, with many speakers of the industry entering alongside shocked fans. “@taiwopyaar” joked about walking out of the cinema for being overpriced (“8k5? I kuku went home”), while @sigjewel questioned why anyone still produces cinema films given the dire returns. Then another began describing tax horror stories and accounting disclaimers: “@whistleblowerafrika,” “Till date, they refuse to produce receipts,” they said. “Most of those taxes go to cinemas, not the government.”

But the core issue? That 50% take for cinemas left every single one of them gagging. “How??” @sisi_yemmie demanded, echoing what was now far from a few voices crying out in disbelief.” @fortuneizugbarah called it “pure greed,” and, shortly after, @directorsunshine warned the cinemas may well be dead in the water if this scheme continues. Meanwhile, @ibfrancistoomuch directed attention to an even bigger issue—Nollywood hyper-focusing on local markets instead of tapping into streaming potential worldwide where Nigerian music already is.

Omotola’s clamoring for transparency hit a nerve, especially coming from someone who has stayed quiet for years. Now, as she actively directs her first film, she is done with the “#shhhh culture.” And judging by the reactions, it seems the industry is willing to talk—whether the powers that be like it or not.

This post is more than a complaint; it is a rallying call. With heavyweights like Lancelot Imasuen (also celebrating 30 years) nodding along, perhaps now is the time to make a louder noise.”As @chief_femibranch put it: “Abeg fire on. We’ll add our ten kobo as the convo progresses.”

One thing is clear: The Nollywood money issues are not relegated behind the scenes anymore. They are up front and in our face, courtesy of someone of the stature of this legend who has finally stopped whispering.

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Omotola Jalade-Ekeinde’s new hairstyle for Mother’s Day further illustrates her enduring presence in the industry; you can check it out here.