The Quiet Agreement Between Cinema Chains That Could Change How Nollywood Gets Released
When Silverbird and Genesis aligned on a voluntary four-week theatrical hold for premium titles, almost nobody reported it. NollyPrime did.
Sometime in February, representatives from Silverbird Cinemas and Genesis Cinemas agreed on something that was never made public. Within two weeks both chains had begun applying a voluntary four-week theatrical hold to films they are designating as premium.
Why This Matters
The relationship between Nigerian cinema chains and streaming platforms has always been uncomfortable. The exhibition business needs films to run long enough to justify marketing spend. The streaming platforms have consistently pushed for shorter windows.
The streaming platforms need Nollywood. But Nollywood has been negotiating like it needs them more. This changes that dynamic if it holds.
