Concerns over evolving promotional styles in Nollywood have been raised by veteran actor Jide Kosoko, who has cautioned against making dance-based marketing the industry standard.
Speaking during an appearance on the TVC Breakfast Show, Kosoko addressed the growing trend of actors and filmmakers using dance routines on social media to promote their projects—a strategy popularised by leading actress and filmmaker Funke Akindele.
While acknowledging the effectiveness of the approach, Kosoko maintained that it should not replace more structured and professional promotional frameworks within the industry. According to him, Akindele’s success with the strategy reflects innovation and an understanding of audience engagement, especially in a digital-first environment.
He noted that the primary goal of any filmmaker is profitability, and promotional tactics that deliver visibility and financial returns will naturally gain traction. However, he stressed the need for a more organised system that aligns with global best practices in film marketing.
Drawing from his international exposure, Kosoko pointed out that such dance-driven campaigns are not widely adopted in other film industries, where more formalised promotional strategies dominate. He, however, admitted that Nigeria’s unique entertainment landscape and audience behaviour play a significant role in shaping these trends.
“There is nothing wrong with what she is doing, and it is clearly working,” he said, referencing Akindele’s methods. “But it should not become the benchmark. We need to develop more structured approaches to promoting our films.”
His remarks come amid ongoing conversations about the commercialization and global positioning of Nollywood, as stakeholders continue to explore ways to balance creativity, cultural identity, and professional standards in a rapidly evolving market.