Nigerian actor and producer, Femi Branch, has raised serious concerns over what he describes as unfair practices by cinema owners in the country. In a recent Instagram post, the 54-year-old star of both stage and screen called out cinemas for allegedly promoting specific films at the expense of others, further fueling division within the Nigerian film industry.
Branch, a Sagamu-born movie producer, claims that some cinema staff are not remaining neutral, as they are reportedly wearing branded merchandise for certain films, thereby influencing moviegoers’ choices. He also accused cinema owners of removing media cards of films from display counters, replacing them with those promoting other films.
Describing a troubling firsthand experience, Branch said that one cinema even altered the scheduled screen time for a particular movie, replacing it with a different one. “I do not see anybody talking about it in the industry. I know people know what is going on,” he said, expressing frustration with the industry’s lack of accountability.
According to Branch, these actions have serious repercussions for filmmakers. “It is not the business of the cinema to tell what film to watch or not. The practices are causing division among filmmakers and impacting the economy negatively,” he added. He emphasized that producers are struggling to recoup their investments due to these practices, which are also making it harder for actors to succeed in an already competitive industry.
Branch’s outcry comes amid an ongoing controversy surrounding cinema operations. Recently, actress Mercy Aigbe accused cinemas of discouraging fans from watching her newly released movie, Thin Line, further highlighting the growing tension between filmmakers and cinema owners.
Branch believes these practices are exacerbating existing challenges in the Nigerian film industry, especially during this December period, when cinemas are usually busy. He also warned that cinemas are hurting the industry by manipulating screening schedules, pushing some films out of the spotlight.
“We are divided already. Cinemas want to add to it. Many producers are groaning now that the money they invested is not returning,” Branch lamented. “Some of us who are working on projects to go out into cinemas are afraid because we do not know what’s going on.”
