Four elements
contribute to the success of a movie at the box-office. They include good
script, experienced director, professional publicist, and most importantly, the
big name stars.
Of all the four,
there is one a producer should never violate at the market place and that is
the ‘star’ aspect of it. There could be a bad script, inexperienced director
and not too good publicity for the movie but it is almost impossible to have
Return On Investment (ROI) with un-bankable stars.
Wikipedia defines a
bankable star to be an actor famous or charismatic enough to be “capable of
guaranteeing box-office success simply by showing up in a movie”. It is common
knowledge that a Will Smith will sell any movie no matter how bad as long as he
has his face on the jacket.
In Nigeria, some
movie stars have proven again and again that they can guarantee return on
investment as long as their faces adorn the poster. They are Genevieve Nnaji,
Omotola Jalade-Ekeinde, Omoni Oboli, Funke Akindele and Nse Ikpe-Etim. Or how
else could one explain the success of box office hits like Mirror Boy, Ije, and
Tango With Me all having Genevieve Nnaji starring in them? And what about
Figurine and Anchor Baby which both starred Omoni Oboli as the lead actress?
Mirror Boy, Tango
With Me, Last Flight to Abuja and Phone Swap all had sizeable negative reviews,
yet they topped the box office, made huge profit and left many Hollywood movies
far behind. Here, The Entertainer takes a look at Nollywood’s five bankable
actresses, their earnings and what is possibly working for them.
Genevieve Nnaji
Genevieve |
Topping the list of
five is Genevieve Nnaji. Love or hate her, Genny as she is fondly called, has a
way with cinema audiences that make them come back again and again for her
movies.
So far, Genevieve’s
starring in the movies has grossed over N83 million at the box office. Mirror
Boy (described by the actress as her first major film and the first to put her
at the box-office) made N18 million, while Ije netted N60 million turning out
to be Nigeria’s highest grossing movie ever. But Genevieve had to share the
money with Omotola, who also acted alongside her. If the sharing formula is
50-50, then Genevieve gets N30 million of the gross total.
Genevieve’s next
movie, Tango with Me went on to make N35 million. So, putting all the figures
together, Genny remains at the head of the pack. What seem to be working for
Genevieve are her enduring power, popularity and social media connection. The
actress has been there for over a decade and is still waxing stronger. Her wine
seems to taste better with age.
Another plus for
Genny is her popularity. Genevieve is hugely popular across Africa and most
especially among the youths. Before now, she has been very active on the social
media especially Twitter. She even had to put up a Facebook advert after
reports emerged that some acts were ahead of her there.
Omotola Jalade-Ekeinde
Jalade-Ekeinde |
Next on the list is
Omotola Jalade-Ekeinde with box-office gross of N60 million. She made N24
million with Last Flight to Abuja, N6 million from Private Storm and her N30
million share in Ije bring her total earning to N60 million.
This year alone, no
actress has made as much as N24 million from a single movie; Funke Akindele
would have done so with The Return of Jenifa but the movie hit the box office
in 2011.
Omotola, who was
reported to have been paid N5 million by Tarila Thompson all in the bid to make
his movie a blockbuster, has been described as the biggest box office actress
of 2012. She recorded successes back to back but it remains to be seen if she
can pull off the box office magic again with Amina and other movies coming in
2013.
Omotola has been an
A-list actress even before Genevieve got her first big break and so what has
been working for her is the wise investment in her brand. Her enduring presence
and unceasing contact with her fans via the social media has made her popular
even in an environment where a mother of four like her is not fashionable.
Funke Akindele
Funke Akindele |
Surprisingly, the
third person on the list is Funke Akindele, a young lady who rose to fame in I
Need To Know, a TV series, and went on to earn a monstrous fame with Jenifa.
Funke is an unlikely
candidate on this list. Now, how can one explain that she is third on a list
parading heavy weights like Omoni Oboli, Nse Ikpe-Etim and Stephanie Okereke
among others?
So far, Funke has
made over N56 million, netting over N20 million in 2012 alone. In The Return of
Jenifa, Funke netted N35 million. The movie ran till February 2012. Her movie,
Married but Living Single made N9.9 million while Maami made N11 million. The
actress is on her way to another cinema glory with a movie, A Wish. Let’s hope
she will be able to wave the magical wand again and create a box-office
success.
For Funke who
recently got married, the plus factor for her is her huge popularity among the
masses and elites. Her movie, Jenifa cuts across all social groups with the
street parlance in it becoming the mode of communication in social gathering.
And as an icing on the cake, Funke has moved upscale, she is now the toast of
events organized by the rich and not so rich. Her box office credibility
transcends the cinema as all DVDs parading her face turn into gold.
Omoni Oboli
Omoni Oboli |
Omoni Oboli, who is
still largely unknown to those who don’t patronise the cinema and social media,
is fourth on the list. She is a silent achiever. Before the trio of Genevieve,
Omotola and Funke even dreamt of hitting the box office, Omoni Oboli already
took the lead. Figurine, her first box office appearance made N13 million while
her second effort, Anchor Baby made N18 million bringing her total earning to
N31million.
Omoni’s strength is
her exclusivity and knack for quality. It is a known fact that if the project
is not big and ambitious, Omoni might not do it. The disadvantage of that is,
despite her box office credibility, Omoni is still unknown in areas where there
is no access to cinemas. Perhaps, that is the reason she tries to make up with
the red carpet presence.
For now, the exclusivity
is working for Omoni; perhaps her new movie, Broken and other works will
introduce a new twist. One other thing that should not be forgotten is the
unprecedented publicity of Anchor Baby in 2010. The film also had Omoni at the
forefront of meeting and greeting of fans at the cinemas.
Nse Ikpe-Etim
Nse |
The fifth slot
belongs to Nse Ikpe-Etim. She seems to be the latest sensation in big budget
movies. In Mr. and Mrs., Nse was a delight, her performance was a reference
point and it was a hook that kept drawing people to the cinema while the movie
was there.
Mr. and Mrs. made N6
million while another of her film, Phone Swap made N20 million, making a total
of N26 million.
Too early for Nse to
cement her place, as she hasn’t done N15 million back-to-back but one thing the
actress has made clear is that she has intention of doing that. The leading
four acts should be afraid of Nse because her strength lies in her pure acting
talent.
Nse is born to act,
deemed to be unnecessarily assertive a times, but you can’t accuse her of not
knowing her lines. And she pushes her movies with virgour, moving from one
cinema to the other.
However, Nse should
watch it as many have accused her of being too ‘self-conscious’, a term
casually used for budding stars who have ‘over-hyped’ impression of themselves
as this could alienate fans who make the box-office count.
Rita Dominic and Stephanie Okereke
Rita Dominic and
Stephanie Okereke should readily make the list but they haven’t appeared at the
cinemas more than once. Hopefully, Rita will break into the list with The
Meeting, Lion of 76 and Street of Calabar while Stephanie already had N10
million under her belt with Through the Glass.
Of course, there are
exceptions to the rules. A bankable star makes easier the job of a producer;
the absence of one, however, is not a ready-made doom for a movie as Avatar
and Slumdog Millionaire (both global box office hits) have shown. But if
one would take a risk or err, it’s better to err on the part of caution.
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