Veteran Nollywood actor, Jide Kosoko, has weighed in on the growing trend of using unconventional methods, including dancing, to promote movies in Nigeria, noting that while the approach may yield results, it falls short of global best practices.
Speaking during an interview on TVC News, the respected actor acknowledged that such strategies can generate attention but stressed the need for a more organized and professional marketing structure within the industry.
“There is nothing wrong with that style, but it is not the best approach. We need a more coordinated and structured way of promoting our films,” he said.
Referencing popular actress and filmmaker Funke Akindele, Kosoko admitted that her unique promotional tactics have proven effective in attracting audiences and boosting visibility.
According to him, since the ultimate goal of film promotion is to drive returns, such creative methods can be considered practical within Nigeria’s entertainment landscape.
“Funke made a decision to do something that would draw attention, and it has worked—not just for her, but for many of us. At the end of the day, what matters is the results,” he added.
However, Kosoko emphasized that the Nigerian film industry operates differently from other parts of the world, where actors typically do not rely on such methods to market their projects.
“I’ve travelled widely, and in many places, actors don’t dance to promote their films—that’s not the standard. But our environment is unique,” he concluded.
