Nigerian actor and producer Femi Branch has called out cinema owners for what he described as biased practices that favor certain movies over others.
The 54-year-old Sagamu-born filmmaker took to Instagram to air his grievances, accusing some cinemas of unfairly promoting specific films at the expense of others. His criticism highlights a growing concern within the Nigerian film industry about favoritism and the adverse effects it has on filmmakers and the economy.
In his post, Branch alleged that some cinema staff compromise their neutrality by wearing branded merchandise to promote select movies. “It is so bad that some cinema staff wear T-shirts for one film. They remove the media cards of some movies from their counters and put others out there,” he claimed. According to him, such actions not only harm filmmakers but also create division within the industry, which is already struggling with numerous challenges.
Branch also accused cinemas of manipulating promotional materials and altering screening schedules to favor more popular titles. “In some cinemas, they tell people, ‘This is the best film to watch.’ In some cinemas, they change somebody else’s time for another person,” he said. These practices, he noted, disadvantage smaller filmmakers who rely on fair screen time and visibility to attract audiences and recoup their investments.
The actor expressed frustration at the lack of neutrality in cinemas, pointing out that their role should be to provide an even playing field for all filmmakers. “It is not the business of the cinema to tell what film to watch or not.
We have been having a lot of problems at the cinemas recently,” he stated. According to him, the situation has escalated, particularly during the holiday season, with reports of disputes arising at various cinema locations.
Branch further lamented the financial struggles faced by many filmmakers as a result of what he described as unfair screen time allocation. He argued that biased practices make it difficult for producers to recover their investments, leaving many hesitant to release their projects in cinemas.
“Many producers are groaning now that the money they invested is not returning. Some of us who are working on projects to go out into cinemas are afraid because we do not know what’s going on,” he said.
One of his key concerns was the reallocation of screen time to more popular films, which he believes undermines the success of less-promoted projects. “When they give you screen time and see that another film has become popular, they will then give your screen time to other people.
Some will even give you a time that is not good,” he said. These actions, he argued, not only harm filmmakers but also hinder the growth of the Nigerian film industry and its contribution to the economy.
Branch emphasized that cinemas should operate with impartiality, allowing every filmmaker a fair chance to succeed. “You are not helping our industry, you are not helping the economy, and you are not assisting actors, too,” he stated.
He called on cinema owners to adopt practices that foster inclusivity and fairness, warning that favoritism could deepen divisions within the industry and stifle its potential for growth.
His passionate plea has sparked discussions about the need for reforms in the Nigerian cinema landscape. By shedding light on these issues, Branch hopes to encourage dialogue and action to create a more equitable environment for filmmakers, ensuring the sustainability of Nollywood and its impact on the country’s economy.
