- Actor slams cinemas for prioritizing certain films over others
- Unfair screen time allocation hurting filmmakers, says Femi Branch
Veteran Nigerian actor and producer Femi Branch has publicly criticized some cinema operators, accusing them of engaging in practices that undermine the film industry.
In a recent Instagram post, the 54-year-old filmmaker expressed his frustration over alleged favoritism in promoting certain movies, a situation he believes is detrimental to the economy and the unity of the film community.
Branch alleged that some cinema staff wear branded merchandise to promote specific films, compromising the neutral stance expected of cinemas.
He further claimed that promotional materials for certain movies are deliberately removed from cinema counters, while others are prominently displayed.
“These practices are harming our industry,” Branch said. “Cinemas are supposed to be neutral. Instead, some staff wear T-shirts for one film and remove the media cards of others. This creates unnecessary division among filmmakers and affects the growth of the industry.”
The actor also pointed to instances where cinema staff actively recommend particular movies to patrons or manipulate screening schedules to favor popular titles. “In some cinemas, they tell people, ‘This is the best film to watch.’ Or they change someone’s screening time for another film. This is unfair,” he lamented.
Branch expressed concern over the financial impact of these practices, stating that many filmmakers struggle to recover their investments due to limited and poorly scheduled screen time. “Producers are groaning because their money isn’t coming back. Some of us working on projects for cinema release are now hesitant because we don’t know what to expect,” he said.
Calling for neutrality and fairness, Branch emphasized that cinemas have a responsibility to provide an even playing field for all filmmakers. “You are not helping the industry, the economy, or the actors by playing favorites. Cinemas need to be neutral to ensure the growth of our film industry,” he concluded.
The actor’s statement has sparked conversations among stakeholders, with many echoing his concerns about the need for fairness and transparency in the Nigerian cinema landscape.
