Opinion: Premiere of Half of a Yellow Sun in London Was a Shame- Michael Tubes

Renowned British Nigerian Photojournalist Michael Tubes, has stated what he called a ‘shambles’, the London Premiere of the film adaptation of Chimamanda Ngozi Adichie’s Half of A Yellow Sun.

The premiere which was attended by the cast of the movie including BAFTA winner Chiwetel Ejiofor and new mum Thandie Newton was held in Streatham South East London.

Read his post below-

On 8th of April I was highly disappointed that one of our finest Nigerian-Hollywood movies was premiered in Streatham Hill Odeon Cinema.

I have no problem with the area that is Streatham, but in my opinion a $8 – 10 million dollar budget movie needed a more befitting location than Streatham to be premiered.

I hate to criticise other people’s efforts in our entertainment industry so I tried to reason with the promoter and find out why he picked Streatham. I finally came to the conclusion that the only reason it was premiered in Streatham is due to the population of Nigerian’s that live in that area, which sounds a bit reasonable. However, on the day of the première itself you could count on two hands the amount of Nigerians that were present at the event.

To make matters worse, there was not even a single bit of promotion on any Nigerian media outlet to reach Nigerian’s in the UK. Furthermore, I found out that the promoter that was tasked with organising the première in London was not even Nigerian but a Jamaican.

Now don’t get me wrong. I don’t have any issue with whoever they used. But why première the movie in Streatham and not involve Nigerians or the Nigerian media? Even low budget Nollywood movies would never première in Streatham.

If this movie was promoted properly, Nigerians would have turned out in droves. Even though the promoter can say that the première was a sold out event, if it was done properly using the right people or organisations to promote the movie, I reckon up to six or ten auditoriums would have been sold out.

A lot of Nigerians and Africans were not even aware that the film would be premiered on 8th of April or that the film will be out in cinemas this week.

There are numerous Nigerian promoters that can do a better job than the individual that they commissioned to organise the movie première.

I have photographed many high and low-budget films in London, and none of them were as boring as the première of Half a Yellow Sun. There was no buzz or atmosphere on the Red Carpet.

Although, I have to give kudos to the main actors for coming down to the event, despite premieres being a part of the actors contract.

In my humble opinion, the organisers did not do the film the justice it truly deserves.

Written by Michael Tubes

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