The Nigerian film industry, popularly known as Nollywood, continues to solidify its position as a key driver of the country’s creative economy. Recent box office figures reveal an industry in full bloom, with blockbuster hits drawing massive audiences and reshaping perceptions about local cinematic potential. The December 2024 box office performance, alongside the success of individual movies such as Everybody Loves Jenifa, Alakada: Bad & Boujee, and AY Makun’s The Waiter, underscores the influence of the new wave called ‘Detty December’ that seems to be playing a big role in the box office.
‘Detty December’ is the month-long celebration of music, culture, and community that happens in Lagos, Nigeria, every year, but 2024 saw Nigeria’s ‘Detty December’ get more people to fly in from all over the world to experience it and try everything the country has to offer, including its cinemas.
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This might be one of the major reasons for the spike in 2024, but let’s dissect and take a closer look at December 2024.
December 2024: A record-breaking month
December has historically been a lucrative month for the Nigerian box office, but 2024 marked a new milestone. The festive week of December 20-26 recorded an unprecedented N1.02 billion in revenue, surpassing the N804.3 million achieved in the same period in 2023. This figure represents a 26.9 percent year-on-year growth and underscores the increasing appetite for cinematic experiences among Nigerian audiences.
This table highlights a dramatic growth in revenues, especially from 2021 onwards, when the industry began to recover from the effects of the COVID-19 pandemic. The milestone achieved in December 2024, with revenues crossing N1 billion for the first time, is particularly noteworthy.
Notable Milestones
2018-2020: Stabilisation period
From 2018 to 2020, December box office revenues hovered around the N300 million mark. This period reflected a steady, if unremarkable, performance, as the industry faced challenges such as limited cinema infrastructure and the global pandemic.
2021: Post-pandemic resurgence
December 2021 marked a turning point, with revenues jumping to N502.9 million. This 66 percent increase from 2020 can be attributed to the easing of COVID-19 restrictions, pent-up demand for entertainment, and the release of major titles that drew audiences back to theaters.
2023: The N800 million benchmark
The 2023 festive period saw a staggering 52.7 percent increase from 2022, with revenues reaching N804.3 million. This performance underscored Nollywood’s growing appeal and the effectiveness of marketing campaigns. Films such as Brotherhood and Battle on Buka Street were major contributors.
2024: Crossing the billion-naira threshold
The December 2024 box office gross of N1.02 billion represents a 26.9 percent year-on-year growth and an important milestone. This achievement reflects not only increased audience numbers but also higher ticket prices and the success of blockbuster films like Everybody Loves Jenifa and Alakada: Bad & Boujee.
“The milestone achieved in December 2024, with revenues crossing N1 billion for the first time, is particularly noteworthy.”
Key factors driving historical growth
Economic recovery and increased consumer spending
The Nigerian economy’s gradual recovery from recessions in 2016 and 2020 contributed significantly to the improved box office revenues post-2020. Rising disposable incomes and a return to pre-pandemic leisure activities have bolstered cinema attendance.
Expansion of cinema infrastructure
The steady expansion of cinema chains such as Filmhouse, Genesis Cinemas, and Silverbird Cinemas has played a pivotal role. With more screens available across urban and semi-urban areas, accessibility to cinematic experiences has improved, directly impacting revenue growth.
Read also: Nigerian box office records 60% growth, rakes in N11.5bn in 2024
Holiday season dynamics
December is synonymous with family gatherings, festivities, and increased leisure spending triggered by the now-popular “Detty December.” Nollywood’s strategic scheduling of blockbuster releases during this period ensures maximum audience turnout. Films that align with holiday themes or offer family-friendly entertainment often perform exceptionally well.
Improved production and storytelling
The quality of Nollywood productions has seen significant improvements, from cinematography to scripting. This has enhanced the audience’s viewing experience and fostered loyalty to locally made films. The success of high-quality productions like The Wedding Party (2016) set a precedent for the industry to follow.
Digital marketing and influencer collaborations
Social media has become a critical tool for film promotion. Producers now leverage platforms like Instagram, Twitter, and TikTok to create buzz around new releases. Influencers, celebrities, and behind-the-scenes content further amplify reach, ensuring higher audience engagement.
Challenges and future prospects
Challenges
Unauthorised distribution of films continues to undermine box office revenues, and despite infrastructure growth, Nigeria’s cinema density remains low compared to its population. The rising cost of production can also deter small-scale filmmakers from entering the market.
Opportunities
The rise of platforms like Netflix, Prime Video, and Showmax offers Nollywood filmmakers additional revenue streams and global exposure. Also: Collaborations with international studios can elevate Nollywood’s storytelling and production quality. Not to forget, as seen with the Jenifa series, spin-offs and branded merchandise can diversify revenue streams.
Top 10 movies in Nollywood box office for 2024
Blockbusters fuel industry growth
Everybody Loves Jenifa and Alakada: Bad & Boujee
Among the biggest contributors to the 2024 box office success were Everybody Loves Jenifa and Alakada: Bad & Boujee. These films collectively grossed over N2 billion, showcasing their immense popularity. Produced by Funke Akindele, these movies leveraged her iconic Jenifa brand and a blend of humour and relatable storytelling to attract diverse audiences.
The success of these titles illustrates the power of established franchises and the ability of Nollywood producers to create sequels that resonate with fans. The films also benefited from aggressive marketing campaigns, including partnerships with digital platforms and merchandise sales.
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AY Makun’s ‘The Waiter’
Another standout performer was AY Makun’s ‘The Waiter,’ which grossed over N300 million within four weeks of release. Known for his box office dominance, AY’s films consistently deliver a mix of comedy and drama that appeals to a wide demographic. The Waiter further cements his reputation as one of Nollywood’s most bankable stars.
Global impact: Nollywood’s growing international reach
The international reception of films like Everybody Loves Jenifa is a key indicator of Nollywood’s increasing global influence. As Nigerian films have made their way to international markets, they have garnered praise for their originality, creativity, and cultural representation.
Everybody Loves Jenifa has shown that Nollywood is capable of drawing substantial international attention. Beyond its domestic success, the film has performed well in international markets, including the U.K., U.S., and Francophone Africa, earning ₦1.125 billion at home and over $327,723 abroad. This international recognition has helped set a new benchmark for Nollywood films, paving the way for others to follow suit.
Films like Ajosepo and Queen Lateefah also demonstrate Nollywood’s increasing presence in global markets. Their success in markets like the U.K. and Francophone Africa indicates the growing demand for African stories and perspectives in the international arena. These films are helping to break down cultural barriers and establish Nollywood as a global powerhouse in the film industry.
Lessons and Implications for Nollywood
The December 2024 milestone is not just a testament to Nollywood’s current success but also a glimpse into its potential. As the industry continues to evolve, several opportunities and challenges lie ahead:
With increasing international recognition, Nollywood has the chance to penetrate global markets further. Strategic collaborations and distribution deals with streaming platforms can amplify its reach.
To sustain this momentum, producers and cinema operators must focus on delivering consistent quality. Investments in talent development and technology will be crucial.
As the industry becomes more commercially driven, striking a balance between artistic integrity and profitability will be vital. Ensuring that stories remain authentic while catering to a broad audience is a delicate but necessary task.
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The record-breaking revenues of December 2024 reflect a film industry that is firing on all cylinders. Nollywood’s resilience, creativity, and adaptability have positioned it as a cornerstone of Nigeria’s cultural and economic landscape. As we move into 2025, the lessons from this landmark month provide a roadmap for sustained success.
With the right mix of innovation, collaboration, and strategic investment, Nollywood is poised to achieve even greater heights, solidifying its status as a global powerhouse in the world of cinema.
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