World Theatre Day: Practitioners Seek Business Revolution, Media Fusion in Ibadan

IBADAN – To mark the 2026 World Theatre Day, stakeholders in the creative industry have called for a paradigm shift from the traditional “show” to a robust “business” model to ensure the sustainability of theatre and film in Nigeria.

The call was made on Friday during a commemorative event held at the Tunde Odunlade Art Gallery, Ibadan, themed “Theatre and the Culture of Peace.”

Speaking during a session on positive ideologies for theatre production, the CEO of Kidari Films and Executive Assistant to the TAMPAN President, Bolaji Amusan, lamented the industry’s long-standing neglect of commercial viability.

He argued that for theatre to survive, it must emulate the music industry’s success in monetization and marketing.

“We have focused more on the show and not the business of the game. We need people of different skills to come together to make theatre profitable. Art is expensive, and our audience must move away from the mentality of watching performances for free,” Bolaji stated.

He further proposed the establishment of more diverse cinema platforms in Ibadan, categorized into Grades A, B, and C, to cater to different economic classes and provide more exhibition spaces for practitioners.

Renowned artist and curator, Tunde Odunlade, highlighted the technological evolution of the craft. He noted that theatre has moved beyond the manual era into a digital age where media and live performance must coexist.

Odunlade cited the work of award-winning playwright Stella Odunlade, who has pioneered the “fusing of media with stage play” to enhance storytelling.

“I recently saw a play where the lagoon was depicted via media at the back of the stage, and actors moved as if they were stepping out of a real body of water. Theatre has developed beyond what it was, but we must use this development as a tool for effective communication and national growth,” he said.

He further emphasized that theatre should serve as a social commentary, addressing developmental concerns rather than being limited to mere entertainment.

Odunlade’s parting advice to the next generation of artists was centered on focus and persistence: “A journey of a thousand miles begins with a step in the right direction. If you don’t know where you are going, you will not know when you get there.”

The Oyo State Chairman of the National Association of Nigerian Theatre Arts Practitioners (NANTAP), Adekunle Olarotimi Ayo, emphasized the role of theatre in fostering social harmony.

Echoing the global theme, olarotimi added a philosophical layer to the discussion, noting that true peace is not just the absence of noise but the presence of justice.

“Theatre can be used to prevent societal explosions by addressing injustices before they escalate. Prevention is cheaper than cure,” added.

The event concluded with an open invitation for collaboration at the Tunde Odunlade Art Gallery for young practitioners with constructive ideas.