Actor Femi Branch has voiced frustration over an alleged growing trend where cinemas appear to prioritize one movie at the expense of others.
He raised concerns during a meet-and-greet event for Toyin Abraham’s latest film, Alakada Bad and Bougie, at a local cinema.
In a video shared online, Branch detailed some troubling practices he observed. According to him, cinema staff often wear promotional T-shirts for a specific film, sidelining other movies.
He claimed media cards for competing films are removed from counters and replaced with materials for the promoted movie.
These actions, he said, give undue advantage to select films while marginalizing others.
Branch alleged that staff members sometimes go a step further by lobbying patrons to watch certain films.
He claimed they actively persuade moviegoers, assuring them that the promoted film is superior to their initial choice. Such behavior, he argued, undermines the audience’s freedom to decide what to watch.
Call for fairness in the industry
The actor did not mince words in addressing the issue. He stressed that cinemas have a responsibility to maintain neutrality.
“Cinemas should not dictate what people watch,” he said, calling for an end to biased practices. Branch warned those involved to reconsider their actions, noting that favoritism creates divisions within the industry.
He emphasized the need for a level playing field where all producers have an equal chance to succeed.
Branch’s remarks have sparked broader conversations about fairness in cinema operations. He urged stakeholders to prioritize transparency and equity, arguing that the current practices harm the industry as a whole.
Producers face uphill battle
The controversy comes amid claims by actress and producer Toyin Abraham, who recently shed light on the challenges filmmakers face in promoting their work.
According to Abraham, some fans expect gifts or incentives as a condition for watching her films. This expectation, she explained, places an unfair burden on producers who cannot afford such giveaways.
Abraham’s concerns align with allegations made by her and fellow actress Mercy Aigbe. They accused certain cinemas of deliberately sabotaging their films, further complicating the already competitive landscape.
Such accusations highlight the growing tension between filmmakers and cinema operators.
Audience manipulation raises eyebrows
Branch’s account of audience manipulation by cinema staff has particularly drawn attention. Convincing patrons to change their viewing preferences undermines consumer choice and raises ethical questions about cinema marketing strategies.
Critics argue that such tactics erode trust and damage the reputation of cinemas as neutral venues for showcasing diverse films.
The actor’s call for change resonates with many in the industry. Producers, actors, and even fans have taken to social media to share their experiences, with some corroborating Branch’s claims. The discussion has reignited debates about the role of cinemas in supporting or stifling creativity within Nollywood.
Toward a transparent system
Branch’s message is clear: the industry must address these issues to ensure its long-term growth. He believes that fostering transparency and fairness is crucial for Nollywood to thrive.
Without these values, he warns, the industry risks alienating filmmakers and audiences alike.
The actor’s plea for fairness has struck a chord with many. His willingness to speak out highlights the need for collective action to tackle the challenges facing Nigerian cinema.
As the conversation unfolds, it remains to be seen whether stakeholders will take meaningful steps to address these concerns.
For now, Branch’s advocacy has sparked much-needed dialogue. His call for accountability serves as a reminder that the success of Nollywood depends on an industry built on fairness, respect, and equal opportunity for all filmmakers.
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