The Story⚡
Despite being one of the most highly anticipated releases of December, Thin Line shockingly underperformed at the box office. We dissect the factors that led to this stunning collapse, examining what went wrong and what lessons can be learned from this unexpected flop.
Tell Me More
Thin Line tells the story of a married man of God, played by Uzor Arukwe, who stumbles into a dangerous affair with a prostitute whose body is later found in her house. While the unknown killer has to be found, the man of God has to prove his innocence.
Akay Mason directs the title and stars Uzor Arukwe, Mercy Aigbe, Abdulgafar Abiola, Adeniyi Johnson, Iyabo Ojo, Olaiya Igwe, Prisma James, Uche Montana, Yekini Ibrahim, Yvonne Jegede, and others.
Following its debut on the 13th of December, 2024, the title had a weekend opening of ₦26.07 million and a week’s gross of ₦42.47 million. It later bowed out of cinema with ₦130.10 million. Below is a breakdown of how the title earned:
Week 1 (13th to 19th of December)
In its launch week, Thin Line debuted in 4th place on the NGN weekly rankings after Everybody Loves Jenifa, Moana 2, and Kraven the Hunter.
Day 1 – ₦8.6 million
Day 2 – ₦6 million
Day 3 – ₦10.52 million
Day 4 – ₦3.14 million
Day 5 – ₦3.89 million
Day 6 – ₦3.54 million
Day 7 – ₦3.29 million
Flash Cume = ₦42.47 million
Week 2 (20th to 26th of December)
The film ranked as the seventh film on the leaderboard that week.
Day 8 – ₦2.99 million
Day 9 – ₦3.10 million
Day 10 – ₦5.39 million
Day 11 – ₦1.61 million
Day 12 – ₦2.10 million
Day 13 – ₦5.08 million
Day 14 – ₦6.04 million
Flash Cume = ₦68.34 million
Week 3 (27th of December to 2nd of January)
In the third of after its release, Thin Line continued as the seventh film in the Nigeria box office.
Day 15 – ₦4.14 million
Day 16 – ₦4.69 million
Day 17 – ₦5.8 million
Day 18 – ₦3.09 million
Day 19 – ₦1.63 million
Day 20 – ₦4.89 million
Day 21 – ₦7.52 million
Flash Cume = ₦100.29 million
Week 4 (3rd to 9th of January)
This week, the film went to the number six position.
Day 22 – ₦4.63 million
Day 23 – ₦3.60 million
Day 24 – ₦4.99 million
Day 25 – ₦1.15 million
Day 26 – ₦1.31 million
Day 27 – ₦1.39 million
Day 28 – ₦1.58 million
Flash Cume = ₦119.02 million
The flick later ended its theatrical run with ₦130.10 million.
Thin Line’s Major Contenders
Despite being a prime season for box office releases, did the December window work in Mercy Aigbe’s favour with her film Thin Line?
Last December, Thin Line faced stiff competition from three major titles: Funke Akindele’s Everybody Loves Jenifa, which premiered on the same day as Thin Line; AY Makun’s The Waiter, which debuted on December 20th; and Toyin Abraham’s Alakada: Bad and Boujee, also released on December 20th. Unfortunately, while these films thrived, Thin Line fell significantly short, and as we’ll explore in this post, several factors contributed to its underwhelming performance.
As of the time of writing this report, Everybody Loves Jenifa has grossed an impressive ₦1.82 billion, while The Waiter and Alakada: Bad and Boujee have ended their theatrical exhibitions with ₦351.30 million and ₦476 million. In stark contrast, Thin Line only raked in ₦130 million. With numbers like these, it’s clear that Thin Line struggled to hold its own against its competitors, cementing its status as the least successful of the four major Nollywood releases from last December.
Mercy Aigbe as A December Box Office Contender
Mercy Aigbe is no stranger to the December box office race. Her debut box office feature, Ada Omo Daddy, premiered on December 15, 2023, and was a notable success. The film concluded its cinema run with an impressive ₦218 million, securing its place as the 22nd highest-grossing film in the history of Nigerian cinema.
This track record underscores that Mercy Aigbe is more than capable of competing during the highly coveted December release season. It’s worth noting that Ada Omo Daddy debuted on the same day as Funke Akindele’s A Tribe Called Judah, which held the title of the highest-grossing Nollywood film until Akindele’s recent Everybody Loves Jenifa.
Despite going head-to-head with such a juggernaut, Ada Omo Daddy performed admirably—a stark contrast to Thin Line, which failed to make a similar impact when released alongside Everybody Loves Jenifa.
This comparison highlights that while Mercy Aigbe has proven herself as a strong contender in the past, Thin Line fell short, but is this because the title isn’t a good film?
Firstly, what makes a good film? A good film combines a compelling story with well-developed characters, strong acting, and skilled direction to create an engaging experience for the viewers. It features a well-structured plot, relatable character arcs, and visually stunning cinematography that enhances the narrative.
Seamless editing and effective sound design contribute to the film’s flow and emotional resonance, while meaningful themes or social commentary add depth. Originality sets it apart, offering a fresh perspective or unique take on familiar ideas. Ultimately, a good film evokes a range of emotions, leaving a lasting impression through its cohesive blend of technical and creative elements.
Is Thin Line deficient in any of these qualities of a good film? Of course not.
With its compelling and engaging storyline, Thin Line keeps the audience on edge, wondering about the fate of Pastor Raymond and his wife, Pastor Dammy, at the hands of the opportunistic sex worker, Annie. The film takes a familiar narrative and presents it in a fresh, innovative way.
As an investigative thriller, it masterfully conceals the identity of the culprit, keeping viewers guessing until the very end—just as a great story should.
The film’s cinematography is beautifully executed, enhancing the visual experience. The director’s brilliant guidance ensures that each actor delivers a powerful and authentic performance. Every element—from set design and costumes to makeup and sound—has been meticulously crafted, contributing to an almost flawless production. Yet, despite its strengths, the question remains: why did it fail?
A Review of the Flop
Here are some key factors we believe contributed to the box office disappointment of Thin Line:
1. Poor Release Timing: One of the primary reasons for the film’s underperformance was its release window. While December is generally considered a lucrative period for movie releases, it turned out to be a misstep for Thin Line.
The crowded holiday season brought fierce competition, which ultimately stifled the film. A major competitor was Funke Akindele, whose presence in the market significantly diminished Thin Line‘s chances. Funke Akindele’s dominance in the Nigerian box office is well-established, making her a formidable opponent. Releasing Thin Line alongside her films was a strategic error.
2. Competitive Misjudgment: Although Thin Line‘s failure doesn’t reflect Mercy Aigbe’s capabilities—especially considering the success of her previous film, Ada Omo Daddy, which also competed with Funke Akindele’s A Tribe Called Judah—it’s clear that avoiding direct competition with Akindele would have been more beneficial. Ada Omo Daddy could have achieved even greater success had it been released in a less competitive slot.
3. Poor Audience Fit: Mercy Aigbe is well-known for producing films that resonate strongly with the Yoruba audience. However, Thin Line marked a departure from her usual style, aiming to attract a broader audience. Whether this was a deliberate strategy or not, it ultimately proved to be unfavourable.
Every producer has a core audience, and venturing too far from what that audience expects can be risky. In this case, Thin Line faced an audience mismatch. The film might have performed better if Mercy Aigbe had pandered to her local language-established audience rather than her contemporary audience.
4. Poor Titling: A title does more than merely label a product; it sets expectations and sparks curiosity. Unfortunately, Thin Line fell short in this regard. The title didn’t convey enough intrigue or hint at the story, which likely contributed to a lack of audience anticipation.
A good title should offer a glimpse into the narrative or evoke questions that draw viewers in. For example, Ada Omo Daddy hints at a storyline that piques interest, just as Everybody Loves Jenifa raises questions about why Jenifa is beloved. A more evocative title for Thin Line could have created a stronger connection with potential viewers and generated more excitement around the film.
5. Competing Against Established Franchises: Interestingly, the Nigerian titles Thin Line went up against at the box office were all part of established franchises with pre-existing fan bases. Everybody Loves Jenifa is the sixth instalment in the Jenifa series, serving as a sequel to Jenifa on Lockdown (2021). This film continues the story of Jenifa as she faces challenges from a new neighbour threatening to outshine her charity organisation, leading to conflicts of jealousy, rivalry, and eventual personal growth. Similarly, Alakada: Bad and Boujee is the latest addition to the Alakada series, which includes Alakada (2009), Alakada 2 (2013), Alakada Reloaded (2017), and Fate of Alakada (2020). Likewise, AY Makun’s The Waiter is the newest chapter in the Akpos series. Unlike Thin Line, these franchises benefit from their established audiences and built-in brand loyalty, giving them a significant edge at the box office.
6. Publicity: While the publicity efforts for Thin Line were commendable, the results reflect the level of investment and strategy employed. As with most ventures, the returns on publicity are often proportional to the effort and resources committed.
What Next?
The lessons learned from the underperformance of Thin Line can serve as a blueprint for crafting a more successful box office strategy in the future. Mercy Aigbe has a unique opportunity to reestablish herself as a box office force by analysing audience preferences and industry trends.
By focusing on her core audience and aligning her creative output with their expectations, she can produce a film that resonates deeply and generates enthusiasm. A strategic comeback could involve leveraging her established storytelling prowess while addressing the gaps that contributed to Thin Line’s challenges. Effective planning, coupled with innovative marketing efforts, can help redefine her brand’s box office trajectory.
One potential approach is for Mercy Aigbe to revisit her previous success by creating a sequel to Ada Omo Daddy. This project would benefit from the goodwill of the original film while offering fresh elements to captivate returning and new audiences.
To maximize its potential, the sequel should avoid the heavily saturated December release window, opting for a less competitive period like October. This timing would allow the film to secure greater visibility and dominate the market without competing with blockbuster holiday films. A deliberate focus on audience engagement, coupled with strategic release timing, can turn the lessons of the past into the foundation for a resounding box office success.
In Summary
In spite of the unexpected failure of Thin Line, Mercy Aigbe still has a chance at coming back to the box office stronger and better. With diligent strategising, the box office producer can make the lessons learned from the disappointment of Thin Line a pillar to stand on in her next project.
Thanks for Reading.
Shockng.com covers the big creators and players in the African film/TV industry and how they do business.
Let’s be friends on Instagram @Shockng
