Ini Edo’s “A Very Dirty Christmas” Controversy Shows Why Titles Are Now Part of the Box Office Strategy

A Very Dirty Christmas

Ini Edo’s upcoming film “A Very Dirty Christmas” has become one of Nollywood’s most talked-about December releases — not just for its festive timing, but for the debate its title has triggered.

The Christian Association of Nigeria (CAN) publicly criticised the wording, arguing that pairing “dirty” with Christmas undermines the season’s religious significance. Shortly after, the National Film and Video Censors Board (NFVCB) confirmed it had engaged the producers over the title, reigniting conversations about regulation, sensitivity and creative freedom in Nigerian cinema.

The film, scheduled for cinema release in mid-December 2025, now sits at the centre of a familiar Nollywood paradox: controversy generates attention, but attention isn’t always trust. In a crowded holiday box-office window, the debate has undeniably boosted visibility. Yet it also raises questions about how titles function in today’s market — as marketing tools, cultural signals and potential flashpoints.

The real issue goes beyond one film. As Nollywood scales, titles are no longer neutral labels. They influence public perception before trailers roll, and can mobilise supporters or critics instantly. Best practice now demands more deliberate title testing, clearer messaging around creative intent, and an awareness of how religious and cultural audiences interpret language.

For producers, the lesson is simple: provocation can create buzz, but strategy sustains longevity. In 2025, a film’s title may open the conversation — but how that conversation is managed can decide its lasting impact.