Silverbird cinemas upon establishment started screening Nigerian films with high production quality, as a result discouraging poor film production. The first New wave film to be shown at a cinema was the Yoruba-language film "Irapada" (2006) by Kunle Afolayan, which was screened at the Silverbird Galleria in Lagos. The Silverbird experiment became very successful, and as a result, the group launched few more cinema branches in Lagos and other cities in the country. Not long after the establishment of Silverbird cinemas, Genesis Deluxe Cinemas and Ozone Cinemas were also launched creating a competition in the cinema business. Much later, in the 2010s, Filmhouse Cinemas also came into the picture, leading to the availability of more cinemas in the country, especially outside the affluent neighbourhoods.