Femi Branch criticises cinemas for favouritism

Ace Nollywood actor, director and producer, Femi Branch, has raised significant concerns regarding the practices of Nigerian cinemas in their promotion and screening of films.

He has pointed out a troubling trend where certain films are consistently favoured over others, which he argues disrupts the natural balance that is essential for the growth and health of the film industry.

According to Femi, this preferential treatment has severe repercussions, particularly for films that may not have the same level of visibility or promotional backing.

He accused cinemas of manipulating the media cards of various films displayed at their counters, essentially undermining their exposure. This disturbing tactic, intentionally discourages moviegoers from exploring a broader range of films, thus limiting their choices.

Additionally, Femi has highlighted concerns about the uneven allocation of screen time claiming that some films are granted significantly more screen time, while others are given minimal time slots, effectively squeezing out competition.

According to him, this practice affects the audience’s viewing options and threatens the overall diversity and dynamism of the Nigerian film landscape.

Femi Branch made this known in a viral video on social media. Femi called for a more equitable approach to film promotion and screening in order to support a thriving Nollywood industry.
He urged his colleagues in the filmmaking industry to voice their concerns and opinions, rather than remain silent out of fear of being ostracised or blacklisted.

Femi made it clear that maintaining a culture of silence could have dire consequences, potentially crippling the entire filmmaking business in Nigeria.

He stressed the importance of open dialogue and collaboration, in ousting the growing menace in the industry.

“Do cinemas want to kill filmmakers? Many producers are crying right now, they are burning because the money they invested is not yielding returns. Many producers who want to produce have been discouraged. Some of us who are working on our projects, hoping to bring it to life, are afraid.

“Producers and actors are not speaking out, for fear of being blacklisted. Cinemas, stop meddling with films. Give everybody an even playing field. If you don’t like the film, don’t take it in the first place. If you have contractually agreed to give a producer a time slot, leave their time slot for them. Even if you have two people enter the cinema, leave it like that, that’s two tickets, that’s two people’s extra money into the pocket of the producer,” he said.