Nollywood filmmaker Biodun Stephen has called on her colleagues to stop publicly announcing cinema earnings, warning that the practice creates unnecessary pressure on filmmakers and reduces success in the industry to box office figures.
Stephen made the call during an appearance on the Paul & Baaj: In Character podcast, where she argued that the growing emphasis on cinema revenue could distract filmmakers from the quality, purpose and impact of their productions.
“I think that we really should do away with the announcements,” she said.
According to the filmmaker, publicising earnings can create the impression that box office performance is the ultimate measure of success, leaving those whose films generate lower revenue feeling inadequate.
“I feel like this is a distraction and it puts pressure on those other people who feel as if that is the determinant and that’s how you determine my success,” she added.
Using the business of selling slippers as an example, Stephen warned against the tendency to imitate successful ventures without understanding the strategy, investment and effort behind them.
“Somebody starts selling slippers and people are rushing to buy slippers, the next one is going to sell slippers because they think that slippers sell, meanwhile they don’t understand what you have put in to ensure the slipper sells,” she said.
The filmmaker also questioned the pursuit of international recognition by some Nigerian actors and filmmakers before establishing a strong presence in the domestic market.
“It’s great to hunger for more, but I always say, have you even conquered Nigeria that you can stand and say that if I go to Kano they know me as an actor?” she asked.
Stephen further argued that box office figures alone cannot determine a film’s quality, longevity or potential for international distribution.
She noted that a film could generate substantial cinema revenue without necessarily being exceptional, while a well-produced movie with export potential might earn significantly less and receive limited recognition.
“The film go tough but it can be a lot of crap and then the film that is really good that can travel, that has export value can do 40 million… the only yardstick for measuring success is this very shallow number,” she said.
Explaining her philosophy, Stephen said her approach to filmmaking was driven by a sense of purpose rather than the pursuit of impressive revenue figures, audience numbers or industry recognition.
“I’m doing it because I am living a life of purpose, I’m not chasing the numbers, I’m not chasing the audience,” she stated.
She added that the emotional connection her stories establish with viewers and the positive difference they make in people's lives matter more to her than awards.
“When people call me to pray… and cry and say thank you so much, Jesus, my work is done, no award,” Stephen said.
