That Tiamiyu Bashiru Adewunmi, the CEO Timolak Films, is now the hottest marketer rocking Yoruba movie scene is no longer new. This is because the Lagos Island-born-business man has been churning out blockbuster flicks since he joined the industry about 5 years ago. He is considered one of the influential persons in the Movie Industry. He holds a Bachelor’s degree in Public Administration from the Lagos State University. The Ambitious young man’s works don’t go unnoticed without high ratings and five-star reviews. Little wonder, his effort was recently recognised by City People when he bagged the best Yoruba movie marketer of the year at the just concluded City People Movie Awards that was held in Lagos, on October 8, 2017. A few days after, his recongnition at the award night, movie reporter, GBOLAHAN ADETAYO, paid a visit to him at his Alausa office, where he revealed, his success story among other interesting issues about him. Excerpt.
How did you get into movie marketing?
I started in 2012 to be precise. It was a little bit rough then, but we give glory to God Almighty because I am still very much active in the business. I got into it through a friend, but the truth of the matter is that, movie marketing is something I developed interest in when I was still a kid, but I got to Idumota via a friend of mine and a brother at Ebute Metta. He introduced me to some people, who later showed me the way in the industry. I usually call the guy Baba Ne; he worked with some of the marketers.
As a kid, what really attracted you to movie marketing?
When I was much younger, I used to watch the likes of Fadeyi Oloro, Baba Mero, Yanpo Yanri and others and I was like how do they sell these movies? With time, I got to know more about them and I said when I grow up I will become one of them. I grew up on Lagos Island. We usually go to Idumota to get movies to watch and that was when I said I will love to do this kind of business, but then I was still in school and I did not know much about it until I grew up and I gradually began the business. I was introduced to some people, but I never went through them, I joined the association as a fresher, and that was in 2012.
What did you intend to do with your life initially before the interest in movie marketing came up?
Sincerely, from the outset, I would have loved to be a lawyer because that was my dream before I got to the University, but I wasn’t given admission to do that. The course I was given was Public Administration and I never wanted to stay at home, so I had to grab it.
How old were you before you took the decision to be a marketer?
I was still in secondary school. I was over twenty years old. I used to hear High Waves Video Mart, Olasco Films, Corporate Pictures and the rest and I was like I will one day be like these people. Then I didn’t know them because I didn’t have access to them, but I saw their names on the screen. They are wonderful people to me.
You joined the industry at a point that it was already in piracy crisis. What made you believe that you could succeed in the business amid the challenges?
I am a very strong-willed person, who sees challenge as a stepping stone. So many people have folded up in the business. When I joined, I almost left because we were pumping funds into something that was not forthcoming, which was very discouraging, but with the grace of God, here we are today. I still stand by it and I believe the future is very bright. But to be sincere, the business isn’t as lucrative as it was, but all the same, we are managing, coping and we are still in the business. If the business is that bad, everyone would have left. Technology is taking over every industry in the world. How many people are still buying CDs now? Everything is now online, I can watch all my movies online now, so pirates what are we talking about? Of course, there is nothing we can do about that.
How come producers have to involve soldiers or policemen before they could get their money from marketers?
It is not easy though and I wouldn’t blame any marketer, who found himself in such a situation. At times, you will think you will make huge lot of profit and that is mostly when crisis would set in. Increase in the prices of everything. The jacket, CDs, Posters, the production fee and eventually after you release the flick, pirates would also release its version same day, and you know the level of illiteracy in the country. Most people, who patronize piracy are the people, who live outside Lagos and some of them don’t even know the difference between the original copies and pirated ones. Basically, they prefer buying the 7-in-1 DVD than the ones we produced, which are originals. Our association has done so much to put a stop to piracy, but everything is in the hands of God. The only person, who can fight piracy is the government, but it is rather unfortunate that they are not even interested.
You are one of the marketers, who don’t owe producers, how do you fund the company?
It is a turn-over affair. If you are investing capital on a specific project, you don’t expect interest immediately; you have to be turning it over yearly. Basically, I put a specific amount for my movies from the beginning of the year and I will be turning it over till it all makes sense. I have my investment and this is what I want to invest for the year, which I will be working on for the year. Meanwhile, it is not as if the market is totally bad as that, if you do a good movie, of course, you will get your money. I produce most of my movies though.
Can you tell us some of the big stars, who are your producers?
I have Tayo Sobola, who produces for me very well under her Sotee entertainment. Tope Solaja, Sola Akintunde Lagata, Don Richard and others are not left out. I have a good relationship with so many of them. Once I see a good movie, I invest in it.
Having joined the industry 5 years ago, can you share with us your saddest moment in the industry?
That was when I had an issue with the association. Not an issue per se, just regularity in coming out and I have invested so much, but I give thanks to the likes of Toymax, Olasco and Corporate Picture’s bosses, they really stood by me to make corrections. I met with Bayo Films boss and he confirmed it. I will forever be grateful to Toymax because he was the president then.
Within 5 years after you joined, you won City People Best Yoruba Movie Marketer of the Year, How do you feel winning the award?
The truth of the matter is that, I wasn’t even aware of the award initially until when someone called me that I was nominated, I was like myself? So, people see my work? Ok and I made the announcement on social media to our followers to vote for us. On that fateful day, I never wanted to attend the ceremony because I didn’t believe I would win it. One of my friends advised me to go because they really voted me, more so, I have done so much this year and I am one of the foremost marketers in term of releasing quality films. When I heard that, I took the courage and I went to the event. I was overwhelmed when I was announced as the winner. If I must confess, that was my first award in the entertainment world. I really appreciate the award. I never met with the Publisher of City People, Dr Seye Kehinde, before, and I don’t know him in person but it is a plus to get the award, not just from a company, but from a reputable company such as yours. I am thanking City People for the honour, “Ese Pupo”.