Filmmaker Niyi Akinmolayan is calling on cinemas to slash ticket prices for Nollywood films and make up the difference with short ad breaks — a move he believes could fill seats, fight piracy, and create new revenue streams for both producers and exhibitors.
In a post shared on Instagram, the ‘Lisabi’ and ‘The House of Secrets’ director laid out a plan for “special halls” or dedicated days where tickets would cost between ₦2,500 and ₦3,000 — roughly a third of current prices in major cities.
The trade-off: two ad breaks during the film, each with three 45-second commercials, totalling three minutes of ad time.
The filmmaker would prepare the ad-supported cut, ensuring the ads are placed without disrupting the story flow. Both exhibitors and producers would source ads and split the revenue 50/50.
“Producers get a direct incentive to allow this version of their film,” Akinmolayan explained. “Cinemas get more content and support from filmmakers. Everyone benefits if the hall is full.”
This isn’t out of character for Akinmolayan. Known for his openness, experimental approach, and what he calls his “passion to solve problems in Nollywood”, he has recently launched a platform to tackle crew incompetence and OneTake, an application designed to make casting faster and more transparent. Both initiatives reflect the same willingness to rethink how the industry works.
Using his example, a 100-seat hall charging ₦3,000 per ticket would generate ₦300,000 from sales — far less than the ₦700,000–₦900,000 at current prices. But six ads sold at ₦100,000 each could bring in another ₦600,000. With a 50/50 split, the exhibitor earns as much from ads as from ticket sales. “At one-third the price on special days, those halls will fill up,” he said.
For Niyi Akinmolayan, this is also about changing mindsets. “We can’t be selling Nollywood films at the same amount as Hollywood. We are very deluded,” he told Nollywire. “If Nollywood is priced cheaper, people will come. But the elitism in our minds makes us think it means Nollywood has a lower value.”
He’s also urging cinemas to introduce lower ticket prices for children and senior citizens, noting that “in other countries, the ticket price for children is not the same as for adults.”
The Anthill Studios boss wants the model tested as soon as possible. “Let the cinemas test it in September and dedicate a hall for the upcoming Nollywood films,” he said. His marketing suggestion: position it as “watch four films for the price of one… with a few ads.”
Niyi Akinmolayan’s proposal is already sparking discussion online, with producers, exhibitors, and audiences weighing in. The big question: would moviegoers accept a few ads in exchange for cheaper tickets?
