The film “A Tribe Called Judah” has become a prominent sensation in the cinemas nationwide, setting a new standard for excellence within the film industry. With an impressive reported gross of N400 million in just 12 days of screening, its success is attributed to a meticulously planned and intentional marketing strategy that serves as a model for emulation.
Crafted and produced by the talented Funke Akindele, the movie garnered a remarkable sixty million naira within the first two days of its release, foreshadowing its potential to shatter box office records. Film One Entertainment, a leading cinema group, proudly declared ‘A Tribe Called Judah’ as the highest-grossing movie of 2023, solidifying its place among the top five highest-grossing Nigerian films of all time alongside renowned productions like ‘The Wedding Party’ and ‘Omo Ghetto: The Saga.’
Funke Akindele, renowned for her energetic and resilient approach, employed a consistent messaging strategy to build anticipation and interest. This involved captivating audiences through compelling trailers, strategic social media campaigns, and promotional materials. Starting as early as October 28th, 2023, Funke strategically disseminated information about the film, establishing dedicated social media pages, introducing merchandise lines, and even launching a soundtrack. This multi-platform approach aimed to solidify the movie’s brand identity, a crucial element of growth marketing.
Well-thought-out promotion not only generates widespread anticipation but also establishes a strong connection between the audience and the film, ensuring packed cinema halls and a grand cinematic debut. Funke Akindele’s practical and vocal promotion strategies have proven successful in achieving ‘Highest Grossing Nollywood movie’ status for films like ‘Omo Ghetto: The Saga’ and ‘Battle On Buka Street.’
Leveraging her influence and industry collaborations, the iconic producer secured the support of skit creators, fellow actors, and popular Big Brother Naija stars to broaden the movie’s visibility. Celebrity engagement played a pivotal role in building anticipation for the film, with social media being a powerful tool in marketing. Akindele went the extra mile by involving celebrities who showcased merchandise outfits from the upcoming film, expanding the potential audience beyond her fan base to millions of followers.
Inter-ethnic collaborations also contributed significantly to the movie’s success. The inclusion of actors from diverse regions of Nigeria enhanced Akindele’s movie credibility and created widespread anticipation. This strategic move mirrors the concept of business owners partnering with complementary competitors, accessing resources and expanding brand visibility.
The movie’s cast, representing different parts of the country and speaking various languages such as English, Yoruba, Igbo, Hausa, and Nigerian Pidgin, further enriched the storyline. “A Tribe Called Judah” followed this pattern by featuring actors like Timini Egbuson, Nse Ikpe Etim, Uzee Usman, Boma Akpofure, and Olumide Oworu, all with substantial followings from their respective states of origin and significant social media presence.
Funke Akindele’s impeccable timing has also played a crucial role in her success. Releasing her films during the Christmas and New Year celebrations, when families frequent cinemas the most, aligns with the festive period’s heightened cinema attendance. This strategic move capitalizes on the fact that cinemas in Nigeria tend to make more money during the holiday season than any other time of the year.
Funke Akindele’s approach to marketing is deserving of admiration and emulation. Her effective marketing, timing, and celebrity engagement strategies have not only made her one of the most successful Nollywood filmmakers but have also elevated her to the status of an industry icon.
