What Funke Akindele’s ‘A Tribe Called Judah’ means for Nollywood

‘A Tribe Called Judah’, Nollywood’s first N1 billion ($1.2 million) grossing film has not only reached the pinnacle of popularity domestically but also can transform Nollywood, reshaping business strategies and redefining filmmaking in Nigeria’s film industry.

Naz Onozu of Inkblot Studios after seeing the premier of ‘A Tribe Called Judah’ in Lagos, projected the movie to reach and surpass N1 billion. He wrote on his X handle “Breaking the record again is great but I’m rooting for you to be the first Nollywood film to cross 1 billion at the box office.” Onozu’s projection may have come to pass but certain industry professionals over the years have advocated for Nollywood films to achieve remarkable box office success.

Ojie Imoloame, RealEstate Executive & a Partner at Impact Hub Lagos’ Creative Fridays, Creative Fridays (CF) is a platform that is focused on fostering collaborations within & across disciplines in the creative ecosystem in Africa, during a monthly forum in November 2022, said that the film industry must produce movies surpassing N1 billion in box office revenue to establish itself as a flourishing and credible business worth investing into.

More Cinemas

When asked about how Nollywood has gotten to the point, Imoloame said that it has been a gradual process. He highlighted the necessity of establishing the right infrastructure like building more cinema locations over time to facilitate this achievement.

In Hollywood, box office returns for blockbuster films reach well into $1 billion and above and this is attributed to the number of screens in the US which is numbered 39,000 according to Hollywood Reporter.

With just a little above 80 cinemas in Nigeria, amidst the economic crunch, it will be difficult for films to crack $5 million domestically.

For Femi Odugbemi, a filmmaker and Head Judge at AMVCA, box office numbers are not solely about the filmmaker. Rather, it reflects the diverse audience engagement, indicating that the film resonates with various demographic groups. He said that the N1 billion achievement signifies that the movie has a universal appeal, creating opportunities for subsequent films and filmmakers.

Imoloame calls for more investment in infrastructure which includes opening more cinemas to boost admission numbers which leads to more revenue at the box office for future Nollywood films like A Tribe Called Judah.

Focus on process

Odugbemi beckons on other filmmakers to emulate the process Funke Akindele took in making her film a blockbuster rather than recreating her style of film citing the case of the success of Ebony Life’s ‘Wedding Party’ in 2017.

“Remember when ‘Wedding Party’ was a success, rather than us understanding what it took to create that film, everybody started making what we call ‘Counterfeit Wedding Party’, but that happens where you focus only on the success and not the process. We need to individually as practitioners, be more creativity-led, not commercially led, that’s how we can reinvent Nollywood,” Odugbemi said.

More trained talents

Over the years, Nollywood has seen an influx of diverse talent in all aspects of the sector who have gotten their skills from film schools both at home and abroad. Imoloame underscored the significance of continuous training for emerging talents in Nollywood, encompassing areas such as acting, scriptwriting, and cinematography, contributing significantly to the industry’s current standing.

“The Nollywood you see today was not the same way you saw 10 years ago, or 20 years ago. That is because younger people are coming, more trained people are coming and hopefully, people will be telling the stories that the audience will honour with their money and their presence,” Odugbemi said.

Continued investment locally and internationally

The transformative impact of the creative industry generating billions, particularly in music and now in film has heightened visibility, attracting substantial attention and investment from foreign companies.

Akoroko Africa on their X handle wrote “A Tribe Called Judah’s success puts a spotlight on not just commercial success, but also the evolving narrative in Nigerian cinema – an industry that is increasingly gaining international recognition.”

Imoloame also pointed out that surpassing the billion-earning mark is crucial for the industry’s recognition as a serious business. Imoloame anticipates that such financial milestones will garner increased attention from the government, similar to the support seen in the tech industry.
Access to Analytic data

In expressing his sentiments, Odugbemi conveyed a keen interest in obtaining comprehensive analytics from those responsible for reporting sales in theatres. He emphasised the importance of acquiring a detailed breakdown of audience demographics.

This, he believes, would serve as a valuable opportunity to discern the preferences of viewers – understanding the types of films and stories that resonate with them, as well as their preferred venues for viewing. Odugbemi underscored the significance of such information not only for the benefit of filmmakers and producers but also as crucial insights for investors seeking to make informed decisions in the film industry.

“An investor will be encouraged to hear that there is a billion naira possible in income in the Nigerian film industry and be encouraged to confidently put his money and the more investors we can get, the more we can expand the economy of the industry,” Odugbemi said.

More Collaborations

Insufficient attention is often given to the collaborative endeavours that significantly contribute to the success of Funke Akindele’s films. It is essential to recognise the impactful contributions of co-directors such as Adeoluwa Owu for ‘A Tribe Called Judah,’ Tobi Makinde for ‘Battle On Buka Street,’ and JJC Skillz for ‘OMO GHETTO: THE Saga’ in achieving success. This highlights the potential for powerhouse filmmakers to engage in future collaborations, fostering increased excitement and anticipation leading up to the release dates of their joint projects.