FIFTY, the box office hit from EbonyLife Films is now estimated at over four hundred million naira N400m through various revenue generating streams.
That’s good news for Nollywood even as the movie will this week close its remarkable 4-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.
In partnership with Film One Distribution, FIFTY made nearly ₦100m through Box Office takings 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 amongst the other revenue streams.
Speaking on FIFTY’s cinema run, Executive Producer, Mo Abudu said “we started our cinema run 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 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 success of FIFTY has spawned a television series, the movie executives announced that they will extend the movie’s success onto the small screen. The TV show will continue the premise that the movie set up – a week in the lives of 4 African Women approaching the golden age of ‘Fifty’. Details of whether the lead characters will reprise their film roles will be revealed in due course. Season 1 of FIFTY: The TV Series is set for production in Q4 2016, writing has already commenced.
FIFTY enjoyed tremendous support from The Lagos State Government, The Federal Government, Corporate and Social Nigeria. Industry captains - Alhaji Aliko Dangote, Tony Elumelu, Herbert Wigwe amongst many attended the premiere; Music superstars Banky W & Waje surprised fans with Cinema ‘Meet & Greet’ in Malls across the country.