Why ‘A Tribe Called Judah’ is the Box Office Hit it is

When Funke Akindele unveiled her latest cinematic creation, A Tribe Called Judah, slated for a late 2023 release, discussions swiftly turned to whether she would, in her customary style, surpass her own accolades and secure the title of the highest-grossing Nollywood filmmaker of all time. Speculation hovered around the ambitious goal of reaching at least 1 billion naira in cinema revenues.

However, the speed at which she achieved this milestone caught everyone by surprise. What makes this achievement remarkable is not only that Funke Akindele shattered the box office record but also how she accomplished it amidst the presence of heavyweight Nollywood and Hollywood contenders in the cinemas simultaneously. While one might consider this success a byproduct of the prevailing cinema ticket prices, a closer look at the admission figures reveals a more compelling story. Her current tally of admissions stands at an impressive 360,399, surpassing even the count for her previous record-setting movie, Battle on Bukka Street, which boasted 259,752 admissions.

Now, the question arises: How has Akindele managed to achieve this feat?

This article delves into the key factors behind the film’s success at the Nigerian box office, highlighting its significance in the broader context of Nollywood’s growth.

1. Strong Following 

Funke Akindele catapulted into the limelight through her role in the widely acclaimed United Nations Population Fund (UNFPA)-sponsored sitcom, I Need to Know, which aired from 1998 to 2002. In this series, Akindele portrayed Bisi, a curious yet highly intelligent secondary school student. Her breakthrough moment arrived in 2008 with the release of the film Jenifa, introducing the beloved character that quickly became a prominent figure in the Nollywood commercial landscape and garnered Akindele the well-deserved following she enjoys today.

Building on the triumph of Jenifa, Akindele embarked on producing additional films that solidified her stature as a formidable presence in the industry. Works like Apaadi, Omo Ghetto, and her role in Tunde Kelani’s Maami further showcased her talent and contributed to the loyal fan base she has cultivated. Each cinematic venture not only attracted followers but also primed the audience for the Akindele we recognize today.

As a testament to her widespread appeal, she currently holds the title of the most-followed Nigerian actor on Instagram, underscoring the enduring success she has attained.

2. Strong Marketing and PR

While it’s tempting to revel in the triumph of past successes and take a back seat, Akindele avoids such complacency. Remarkably, three of her movies currently claim the top spots among the highest-grossing Nollywood films ever, a testament to her robust and strategic marketing and PR tactics. In the case of A Tribe Called Judah, Akindele and her team harnessed the influence of social media platforms to generate excitement around the movie. Through innovative campaigns and tantalizing social media antics, they actively engaged with audiences, building anticipation that seamlessly translated into substantial box office numbers.

 3. Influence of star power 

Every film industry boasts a roster of actors renowned for ensuring the commercial success of a production, often labeled as A-listers due to their ability to draw audiences. Akindele’s approach to production mirrors this strategy. Her film showcased an ensemble cast comprising both seasoned and emerging Nigerian actors, such as Timini Egbuson, Olumide Oworu, Uzee Usman, Jide Kene Achufusi, Tobi Makinde, Uzor Arukwe, Nse Ikpe Etim, Genoveva Umeh, Fathia Balogun, Gregory Ojefua, Ibrahim Yekini, Boma Akpore, Paschaline Ijeoma Alex, Juliana Olayode, and Yvonne Jegede. Their collective talent played a pivotal role in crafting characters that resonated with Nigerian audiences on a personal level while also pushing the film to a broader audience with their star power

4. Relatable Stories and Storytelling

A consistent theme runs through all of Akindele’s narratives: a strong sense of relatability. Her stories showcase characters that resonate with everyone, placing them in compelling situations. Akindele’s storytelling show a range of themes that deeply connect with Nigerian audiences—family, culture, resilience, love and unity. The film’s attempt at mirroring societal realities while providing a form of entertainment is a remarkable feat.

5. Humour

Although Akindele’s movies may not be explicitly labeled as comedy, they often carry a humorous tone despite leaning towards drama. With comedy positioned as the highest-selling genre in Nollywood, her films induce riotous laughter, offering a significant reason why audiences frequently revisit them. Akindele skillfully navigates the delicate balance between drama and comedy, ensuring that both elements seamlessly complement each other without overshadowing one another.

In a nation where films serve as a means of escape from the harsh realities, Akindele’s productions create a safe zone for laughter, providing an escape from those realities —at least for another two hours.

6. Technical Advancement 

Nollywood’s evolution in technical quality takes center stage with the cinematic blockbuster. The film showcases a remarkable commitment to excellence through its exceptional production value. From the captivating cinematography  the interesting sound design that resonates on a cultural level, every aspect attains a pinnacle of growth. A Tribe Called Judah stands as a testament to the industry’s unwavering dedication to pushing boundaries and creating films that not only captivate local audiences but also rival the best on a global scale.