“It’s not just about selling a film—it’s about getting it seen by the right people, in the right way.” Olamide Sanusi speaks with the confidence of someone who knows that behind every major box office hit is someone like her, making it happen. As a Distribution Executive at Nile Entertainment, she operates at the nerve center of strategic rollouts, deal negotiations, and release planning—where artistry meets audience, and visibility becomes value.
With a deep understanding of the business side of storytelling, Sanusi describes her role as a bridge—not just between filmmakers and cinemas, but between intention and impact. Her work ensures that great films don’t get lost in the noise, but instead find their way to the hearts and minds of their intended viewers.
In this conversation with Nollypedia, we sat down with Olamide Sanusi to talk about the art of distribution, the rise of female powerhouses in the Nollywood business scene, and how she’s helping shape a future where every film gets the rollout it deserves.
What initially drew you into the world of distribution? Was there a specific moment that made you realize this was your lane?
I didn’t exactly plan to enter the world of distribution. As a fresh graduate, I was simply looking for a job in the media space. However, I stumbled into the entertainment industry and discovered a passion for the process of bringing movies to life. I was fascinated by the intricacies of production and distribution, which I had never fully appreciated before. Working in the industry was a transformative experience that opened my eyes to the many facets of filmmaking. It wasn’t just about creating content; it was about storytelling, creativity, and connecting with audiences. As I learned more about the entertainment industry, I found myself drawn to the world of film distribution, where I could play a role in getting films to its target audience . Now, I’m driven to dive deeper into this career, exploring every aspect of film distribution and finding new ways to innovate and grow in this field.
How do you typically approach a new film release—from strategy to rollout? What are the early things you’re thinking about?
When approaching a new film release, I start by considering the 5Ws and H (Who, What, Where, When, Why, and How) to understand the film’s core elements. After watching the film, I develop a marketing and distribution strategy that takes into account various factors. One key consideration is obtaining classification, which often becomes apparent during the initial screening. If certain scenes may impact the film’s potential, we advise the client to consider edits to ensure the film reaches its target audience effectively. From there, we craft a tailored plan for rollout, considering factors such as:
- Identifying the target audience
- Developing a marketing campaign & strategies
- Selecting distribution channels
- Planning promotional activities
By carefully considering these elements, we can create a comprehensive strategy that maximizes the film’s reach and impact.
You describe your role as bridging filmmakers and audiences. What does that bridge-building actually look like in practice?
Bridging filmmakers and audiences is at the heart of my role. In practice, this means understanding the filmmaker’s vision and goals, while also being attuned to the needs and preferences of the target audience. To build this bridge, I engage in several key activities:
- Collaborating with filmmakers to understand their creative vision and objectives
- Conducting market research to identify audience trends and preferences
- Developing marketing and distribution strategies that effectively reach and engage the target audience
- Facilitating communication between filmmakers, and exhibitors to ensure a smooth rollout
- Providing feedback and insights to filmmakers on audience reception and market trends
By taking a holistic approach that considers both the creative and business aspects of filmmaking, I aim to create a connection between filmmakers and audiences that is both meaningful and impactful.
Marketing is a huge part of what you do. How do you design or influence campaigns that feel both strategic and culturally resonant?
I design campaigns by combining data-driven insights with cultural nuance. I research the target audience, stay attuned to cultural trends, and craft compelling narratives that resonate with the movie theme and content. Collaboration with stakeholders and feedback loops help refine and optimize campaigns to ensure they’re both strategic and culturally relevant.
Negotiation and logistics are behind-the-scenes battles most people don’t see. What’s one challenge you’ve overcome recently that reminded you of your power in this space?
What reminded me of my power in this space was seeing how effective communication and empathy could resolve issues. By actively listening and adapting my approach, we were able to find a mutually beneficial solution. It’s a reminder that in this field, building relationships and navigating complex conversations is just as important as the technical aspects of the job.
What’s something about distribution that people—even within the industry—often overlook or misunderstand?
One thing people often overlook is the extensive behind-the-scenes work that goes into Film distribution, particularly negotiation and logistics. Many assume it’s just about releasing a movie, but it involves countless hours of negotiating with other stakeholders to ensure the film reaches audiences seamlessly. It’s a complex and often underappreciated process that requires meticulous planning, coordination, and problem-solving.
From your vantage point, what’s missing in Nollywood’s current distribution structure—and what would you love to see change?
I’d like to see more investment in film infrastructure, such as cinemas and film distribution networks, to support the growth of the industry. This could include initiatives to improve film preservation, archiving, and restoration, as well as programs to support emerging filmmakers and industry professionals.
You’re a woman in an executive role in a fast-evolving space. How has that shaped your approach, and what advice would you give to women entering the film business side of Nollywood?
As a woman in an executive role, I’ve learned to be adaptable, resilient, and strategic. I’ve had to navigate a traditionally male-dominated industry, but I’ve found that my unique perspective and skills have been valuable assets.
To women entering the film business side of Nollywood, I’d advise:
- Be confident and assertive in your abilities and opinions.
- Build a strong network of mentors, peers, and supporters.
- Stay curious and keep learning about the industry and its trends.
- Find your niche and own it – don’t be afraid to stand out.
- Be open to feedback and constructive criticism – it’s essential for growth.
- And most importantly, believe in yourself and your vision – it’s what will drive you to succeed in this industry.
Looking ahead, what kind of films or campaigns would you love to champion? What excites you most about the future?
I’m excited about championing films and campaigns that showcase diverse stories, perspectives, and voices. I’d love to support projects that:
- Celebrate African culture and heritage
- Explore complex social issues and promote positive change
- Showcase emerging talent and innovative storytelling
- Bridge cultural gaps and foster global understanding
I’m also excited about the potential of new technologies and platforms to reach wider audiences and create immersive experiences. The future of Nollywood is bright, and I’m looking forward to being a part of it.
This interview is part of Industry Voices — Nollypedia’s spotlight on the minds shaping the art and business of Nigerian cinema.
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