‘FIFTY’ sets home record, grosses N400m

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From left: Biyi Bandele, Nse Ikpe Orji, Dakore Akande, Ireti Doyle, Omoni Oboli, and Mo Abudu during the BFI London Film Festival.
Fifty, the Box Office smash hit from EbonyLife Films, will this week, close its remarkable four-month cinema run in Nigeria. 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 has grossed over ₦400 million.
In partnership with Film One Distribution, the movie made nearly ₦100 million through Box Office alone. 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) are among the other revenue streams.
Speaking on the film’s cinema run, Executive Producer, Mo Abudu, said, “we started in early December 2015 and four months later, the film continues to resonate with moviegoers across the country. We are extremely proud and it is a testament that Nigerians do support their own.”
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.
The film enjoyed tremendous support from the Federal Government, Lagos State government, corporate and social Nigeria. Industry captains including, Alhaji Aliko Dangote, Tony Elumelu, and Herbert Wigwe among many attended the premiere. Music superstars Banky W and Waje surprised fans with cinema Meet & Greet in malls across the country.
Speaking on the movie, the Minister of Information, Culture and Tourism, Lai Mohammed, said, “In the first instance, the premiere of the movie was unparalleled in Nigeria’s history. It attracted the creme de la creme of the …Read More

Source:: Guardian Newspaper