AY’s ‘Almajiri’ flops at Nigerian box office with ₦5 million

Almajiri film of Ayodeji Richard Makun, also known by his stage name A.Y, has been struggling at the Nigerian box office. The film opened in Nigerian cinemas on June 23, 2023, across 54 locations. However, the film made only ₦5,425,050 at the box office, as reported by the Cinema Exhibitors Association of Nigeria (CEAN).

Other Nigerian films like Domitilla: The Reboot raked in ₦10 million, and The Kujus Again raked in ₦17 million in their first week of release. However, Almajiri failed to earn enough money at the box office. 

Over the years, Ayodeji Richard Makun, the famous Nollywood actor, comedian, radio and TV presenter, writer, producer and film director, established his name as the Nollywood Box Office King. 

AY’s last film Christmas in Miami (2021) earned ₦265,583,000 at the box office. Christmas in Miami is still one of the highest-grossing local films of all time in Nigeria. 

AY’s previous films Merry Men: The Real Yoruba Demons (2018) and Merry Men 2: Another Mission (2019) earned ₦235,628,358 and ₦234,505,169 at the box office, respectively.

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Why is AY’s ‘Almajiri’ film not earning money? What happened with AY’s ‘Almajiri’ film? The marketing of the film before the release failed to attract the audience. There was very little pre-release marketing of the film. The film was not showing non-stop promos online.

Almajiri’s official trailer and character posters dropped the day before its release, failing to create a buzz in the Nollywood industry. A film needs a marketing strategy and enough time to attract the audience. There was the absence of mainstream marketing of the film.

AY just released a few clips of the film to promote Almajiri. The producers did a one-day paid Twitter campaign over the weekend. These strategies failed to attract people.