A Tribe Called Judah has remained top of the domestic theatrical box office with N1.349 billion in 41 days of it release in ticket sales, making it the highest grossing Nollywood movie in 2023 and 2024.
It is also the fastest movie ever to pass the N1 billion mark in the Box Office, highest grossing film of all time and highest grossing Nollywood director of all time.
According to a report by Ampere Analysis, global TV and movie content spend; production is estimated to see a slight increase of 2% this year to $247 billion.
Despite the economic situation and piracy theft the Nigerian movie and creative industry has in the last few months thriving.
It could be called that the movie hit N400 million gross income 12 days after hitting the cinemas, making it the highest-gross income movie of 2023 and also generated a remarkable sixty million naira in just two days after its release, indicating its potential to break box office records.
Aside from Nigeria, the movie is shown in other African countries like Cameroon, Togo, Burkina Faso, Congo, Gabon, Kigali, Rwanda, Guinea, Cotonou, Senegal, etc.
Social media played a significant role in helping Funke Akindele to break the record for the longest cooking marathon (individual) with a time of 93 hours 11 minutes.
Here are promotion marketing strategies used to sell the movie ‘A Tribe Called Judah’
Posters
There were posters of the film on the over 200 light posts on Eko Bridge, down through Costain into the mainland in the heart of Lagos. Typically it costs N70,000 to N80,000 (depending on the location) to advertise on a lamp pole in Lagos.
Promotion videos on social media
Funkke Akindele used the power of short video content to promote the movie, ranging from social media challenge using different characters in the movie to creating video content about the movie.
Meet and Greet
When the movie first hit the cinemas, several influencers, actors, and top filmmakers were present at the cinemas across the country to meet with fans while selling the movie ticket at the counter.
Partnership with brands and celebrities
The movie partnered with a variety of brands and celebrities, with some lending their intellectual property to augment their brands while promoting the film.
The of Merch
The producer spent a significant amount of investment on customized merchandise ranging from jeans, Sneakers, Face caps, Hoodies, Shirts, worn by influencers, actors, and supporters of the movie. Additionally, the marketing team tapped into the diversity of Nigeria, mirroring the film’s characters.
Dedicated sound track
The producer Film One production also deployed a power soundtrack for the movie, the soundtrack; the beat is synonymous to the beat that once it is played it quickly resonates with the listener that A Tribe Called Judah.
Social media challenge
Film One used the power of collaboration, engaging storyline and relatable characters by personalizing the characters in the movie.
Costume Theme movie premiere
Celebrities who were at the premier of the movie showcase different types of costumes at the red carpet.
Speaking on the role of social media marketing played in the sale of A Tribe Called Judah, Faith Olowonla, Content creator and a digital marketer wrote on her LinkedIn page that with over 1 billion in box office and consecutively taking the top 3 gross spot in Nigeria, Funke Akindele has been a force to reckon with.
Her words: “Marketing: Despite the fact that she is already a big name she put in efforts and resources into marketing. The publicity for this movie was everywhere. You could even see it in your dreams. We also saw how she sent out packages to other celebrities who in turn created contents with the contents of these packages. These celebrities have a huge following and that was where social media marketing came into it.”
In the same vein, Ugonna Ayolugbe a brand communication specialist said Funke Akindele is a marketing genius adding that she used the power of promotion and public relations to sell the movie.
President Bola Ahmed Tinubu, Former Vice President Atiku Abubaka, and Governor Babajide Sanwo-Olu among other notable Nigerians have also sent congratulatory messages to Funke Akindele for achieving this great milestone.
About ‘A Tribe Called Judah’
A Tribe Called Judah tells the story of a single mother, Jedidah Judah (played by Funke Akindele), who has five sons from five different fathers from five different tribes. The first two sons are responsible and try their best to work and support their mother. Meanwhile, the last three are less helpful: Pere (played by Timini Egbuson) is a chronic pickpocket, Shina (played by Tobi Makinde) is a hoodlum and tout in the community; and the last, Ejiro (played by Olumide Oworu), is naughty and only cares about his girlfriend, Testimony (played by Genoveva Umeh). Despite their bad behavior, Jedidah continues to support them and get them out of trouble.
