The Nigerian film industry is once again in the spotlight after a Nollywood producer publicly called out some actors for allegedly refusing to promote her movie despite signing contractual agreements to do so. The producer, Dabby Chimere, took to social media to express her frustration, accusing members of her cast of failing to support the promotion of her film even after being fully paid.
According to her, she invested over ₦80 million into producing her movie titled Adanne, which was released on the virtual cinema platform, Spixie. Like many independent producers in Nollywood, Chimere explained that beyond paying actors their performance fees, promotional obligations were clearly included in the contracts signed before production began. These agreements reportedly required the actors to actively promote the film across their social media platforms to help drive visibility, engagement, and ultimately, revenue.
However, after the movie’s release, Chimere claimed that several actors did not post about the project or participate in promotional efforts as expected. This lack of cooperation, she said, significantly affected the film’s marketing reach and her ability to recover the massive investment put into the production. In her words, the situation has not only impacted her financially but also taken an emotional toll.
The producer stressed that filmmaking in Nigeria is capital-intensive and highly competitive. With the rise of streaming platforms and digital cinema releases, visibility plays a crucial role in a movie’s success. Social media promotion from actors, especially those with large followings, can significantly influence audience turnout and streaming numbers. When cast members fail to honor promotional clauses, it puts producers at a disadvantage.
Chimere’s complaint has since sparked conversations within the Nollywood industry and among fans online. Many creatives and industry watchers have weighed in on the issue, debating professionalism, contract enforcement, and the responsibility actors have toward projects they are paid to participate in. Some have argued that actors should strictly honor every clause in signed agreements, including marketing responsibilities. Others have pointed out that the industry may need clearer enforcement mechanisms to ensure compliance.
The controversy also highlights a larger issue within Nollywood: the evolving business structure of film production. As the industry grows more commercial and structured, producers are increasingly treating movie projects as corporate investments rather than informal collaborations. With millions of naira at stake, every promotional effort counts.
For now, the actors involved have not publicly responded to the allegations. But the situation has reignited discussions about professionalism, accountability, and the business side of Nollywood filmmaking.
As the industry continues to expand both locally and internationally, issues like this may push stakeholders toward more transparent agreements and stronger enforcement of contractual obligations.
One thing is clear: in today’s entertainment industry, promotion is no longer optional. For producers investing tens of millions of naira, social media support from cast members is not just a favor — it is part of the business.
