Mo Abudu

By Funsho Arogundade

As ‘Fifty’, the hit film by EbonyLife Films, closes its remarkable four-month cinema run in Nigeria this week, reports have it that the flick has grossed a record over N400m.

The much-talked about story of a pivotal week in the lives of four successful African Women in 21st century Lagos has redefined return on investment metrics in the African Film Industry.

It is estimated that through various revenue generating streams, the film grossed such huge figures. The breakdown revealed that the producers of the film in partnership with Film One Distribution, maxed out nearly N 100m through Box Office takings alone.

Amongst the other revenue streams through which over N300m came in are premiere sponsorship/ partnerships; private screenings; a first-of-its-kind deal with internet streaming provider, Netflix; in-flight entertainment deals and Video-on-Demand (VOD).

Speaking on the film’s cinema run, Mo Abudu, Executive Producer of the film said they started the run in early December 2015 and four months later the film continues to resonate with moviegoers across thr country.

“We are extremely proud and it is testament that Nigerians do support their own,” Abudu said.
It was gathered that the movie’s revenue intake leverages on a unique business model not previously explored in the Nigerian film industry.

“This model serves as proof to various stakeholders – producers, directors and investors – an unorthodox promotional mix combined with high quality production yields measurable results,” Abudu added.

L-R Dakore Akande, Omoni Oboli, Nse Etim-Ikpe and Iretiola Doyle

Fifty has enjoyed rave reviews and international acclaim since it was first screened at The BFI London Film Festival 2015. Top media outfits including BBC, CNN, Vogue, and Essence and other national online and print titles gave the film generous mentions.

The movie also enjoyed tremendous support from the Lagos State Government, Federal Government of Nigeria, Corporate and Social Nigeria.

Industry captains including Alhaji Aliko Dangote, Tony Elumelu, Herbert Wigwe amongst many attended the premiere; while music stars Banky W & Waje surprised fans with Cinema ‘Meet & Greet’ in malls across the country.

A ‘Win Big with FIFTY’ promo was run nationwide with audiences walking away with weekly prizes including Wakanow holidays, SPAR vouchers, Flat screen TVs courtesy of KONGA and more.

The Grand Prize of a Brand new Mercedes Benz B-class courtesy Skymit Motors will be presented to a winner in April 2016.

The success of the film has already spawned a television series, as the movie executives announced that they will extend the movie’s success onto the small screen.

The Season one of “Fifty: The TV Series” is set for production in fourth quarter of 2016.
Writing of the screenplay has already commenced. But details of whether the lead characters will reprise their film roles will be revealed in due course.

EbonyLife Films will also release its second feature film title ‘The Wedding Party” in December 2016.

This writer can be reached on [email protected]