Sola Benson

Veteran Nollywood actress and filmmaker Omotola Jalade-Ekeinde has shared her perspective on the increasingly popular use of dance routines as a promotional tool for movies, stressing that she has no issue with the trend—provided it remains organic and enjoyable.

Speaking during a recent appearance on TVC Entertainment, the screen icon noted that public resistance to dance-driven promotions often stems not from the act itself, but from the pressure placed on actors to participate, even when it does not align with their personality or comfort.

According to Omotola, dancing should be a spontaneous expression of fun rather than a compulsory marketing requirement. She explained that while many people, herself included, enjoy dancing, it becomes problematic when it feels forced or transactional rather than natural.

She drew a clear distinction between cast members casually having fun while promoting a project and situations where actors are made to feel that dancing is mandatory for a film’s success. The latter, she suggested, undermines professionalism in the industry.

Emphasising her role as a performer, Omotola maintained that her primary responsibility is to deliver quality work on screen. Once that is done, she believes promotion should involve interviews, conversations about the project, and strategic marketing handled by distribution and advertising professionals.

Her comments align with a broader conversation currently taking place within the Nigerian film industry. Recently, filmmaker Kunle Afolayan also expressed discomfort with the expectation that creatives must dance to promote their films, adding that he would rather scale down a project than invest heavily for minimal returns.

Together, these views reflect growing calls among industry veterans for more structured, professional, and sustainable approaches to film promotion—ones that respect individual boundaries while still engaging audiences.