On January 3, 2024, Funke Akindele’s latest film, A Tribe Called Judah, achieved a significant milestone by becoming the first Nollywood film to gross over N1 billion in ticket sales just 20 days after its release. Premiering on December 15, 2023, the film quickly became one of the most financially successful movies in Nollywood’s history, amassing N780 million in its first 15 days. The film maintained an exceptional daily gross of N55 million to N75 million, further cementing its place in the box office record books.
While A Tribe Called Judah is not the first Nigerian film to break box office records, it stands out due to its swift success. Movies such as Sugar Rush and King of Boys paved the way with impressive box office performances since 2018, with Sugar Rush grossing 229,060 admissions and King of Boys 220,565. Funke Akindele, who has earned the title “box office queen” for her consistent success, previously broke records with Omo Ghetto: The Saga (2020) and Battle on Buka Street (2022), both of which grossed significant amounts. So, what made A Tribe Called Judah such a success?
The Power of Marketing and Social Media
The marketing strategy behind A Tribe Called Judah was a masterclass in building anticipation. The first taste of the film came in July 2023, when Funke Akindele shared an Instagram post featuring her in a shirt with the movie’s name, subtly introducing the project to the public. By October, the movie’s social media presence had expanded, with a dedicated page and strategic posts building excitement. This approach mirrored the tactics used for Battle on Buka Street, which also capitalized on social media hype.
Social media is now an undeniable force in marketing, with platforms like Instagram playing pivotal roles in promoting brands and causes. In 2023, for instance, Nigerian chef Hilda Baci garnered worldwide attention for her record-breaking cooking marathon, largely due to social media coverage. Research by Pew indicates that a significant number of adults have altered their views based on content they encounter online, showcasing the influence of digital platforms.
While Nollywood has long embraced social media marketing, A Tribe Called Judah went further, partnering with various brands and celebrities to create buzz. Funke Akindele collaborated with musician and content creator Nasboi, who was known for his viral song “Umbrella.” The two recreated the “Umbrella Challenge” featuring A Tribe Called Judah merchandise, combining music, fashion, and the movie in a way that appealed to a diverse audience. Furthermore, Akindele and the cast engaged in trending TikTok challenges and visited cinemas for meet-and-greets with fans. The involvement of influencers and actors across social media helped amplify the movie’s reach, leveraging their ability to influence purchasing decisions—a strategy that studies show can be highly effective, with 62% of consumers trusting influencer recommendations.
Regional Marketing and Cultural Representation
The film’s marketing campaign also tapped into Nigeria’s rich cultural diversity. A Tribe Called Judah focuses on a family with five sons, each from a different Nigerian ethnic group: Igbo, Hausa, Ijaw, Yoruba, and Urhobo. This diversity was reflected in the film’s casting, with actors authentically representing these ethnicities. The marketing capitalized on this aspect by showcasing the actors in traditional attire and producing region-specific content. For instance, actor Uzee Usman, who portrays the character Adamu, spoke in Hausa in a promotional video inviting fans to watch the movie. By targeting various regions through language and cultural references, the movie created a sense of inclusivity and relevance across Nigeria.
Strategic Timing and Economic Impact
Beyond its marketing strategy, the film benefited from its release during the holiday season, a time when people are more inclined to spend on leisure activities like cinema-going. Movie ticket prices traditionally increase during this period, with average prices ranging from N6,000 to N7,000, up from N3,000 to N4,000 earlier in the year. The holiday season also sees many Nigerians in the diaspora returning home, further boosting cinema attendance.
The success of A Tribe Called Judah has far-reaching implications for Nollywood and the Nigerian cinema industry. In recent years, the cinema sector has faced challenges, including a 28.7% decline in cinema sales from 2019 to 2022. However, films like A Tribe Called Judah have breathed new life into the industry. In 2020, Omo Ghetto: The Saga grossed N636 million, followed by Battle on Buka Street, which earned N668 million in 2022. These holiday films have played a vital role in maintaining cinema culture, even during difficult economic times.
The box office success of A Tribe Called Judah also has a ripple effect, benefiting the entire cinema ecosystem. A portion of the revenue is shared with cinema operators and distribution houses, contributing to job creation, tax generation, and the promotion of Nigerian culture. Furthermore, the film’s massive success creates a bandwagon effect, driving more interest in Nigerian films. The 2023 box office saw three major Nollywood films, including A Tribe Called Judah, contributing 79% of total revenue. Despite the ongoing challenges of piracy, Nollywood’s outlook for 2024 remains bright, with filmmakers more eager than ever to replicate this success.
