What Nollywood Can Learn from Its Own Mistakes

Nollywood has made the same mistakes repeatedly. The biggest structural mistake is treating marketing as a cost rather than an investment. Productions routinely spend 95% of their budget on production and 5% on marketing—and then wonder why the film disappears after its opening weekend.

The second is the absence of long-term planning. Most Nollywood productions are planned with a six-month horizon at most. The third is the star system's distortions—casting for the name rather than the role.

Recognizing these patterns in your own production or campaign is uncomfortable. But it is the first step toward doing something different.