It’s a wrap! FIFTY, the Box Office Smash Hit from EbonyLife Films, 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. It is estimated that through various revenue generating streams, the film has grossed over ₦400m.
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.
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.
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.
FIFTY has enjoyed rave reviews and international acclaim since it was first screened at The BFI London Film Festival 2015 including BBC, CNN, Vogue, and Essence and other national online and print titles.
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.
Reviews on FIFTY
Charlotte Moore, Controller BBC
“Thank you so much for inviting me to the FIFTY premiere. Really enjoyed it and it was great to watch it with such an enthusiastic audience. It was funny, full of melodrama and disarmingly touching and courageous at the same time – a side of Lagos you don’t often get to see and a really original film. I loved the cast and characters and it was so refreshing to see a film that gave a voice to the fifty something women of Nigeria. I’m sure it will be a massive hit!”
Jane Mote, VP Content and Creative at Turner Broadcasting (CNN parent company) says
“Cinema 2 at the Ritzy in Brixton was sold out and the audience LOVED it. It’s celebratory of Lagos, strong women and African success. It’s not high art, its popular entertainment that shows people and places in one of the fastest growing economies in a refreshing new light.”
Ojoma Ochai, Director, British Council
“Thanks again for the invitation to see FIFTY. It was an amazing film – the music, costumes, story, and the elegance with which the plot was delivered. I loved it”
Lai Mohammed, Minister of Information, Culture and Tourism
“In the first instance, the premiere of the movie was unparalleled in Nigeria’s history. It attracted the creme de la creme of the society, all of whom were treated to a first-rate pre-show dinner that set the stage for the main act.
The movie itself is a bold move that reflects life in its true sense. The characters in the award winning movie were all flawed, but we love them all. We have no choice. We are all flawed.
I’ll recommend the film any day and I am ready to watch it 10 times”
EbonyLife Films will release its second feature title ‘The Wedding Party” in December 2016. More details to come.