Veteran Nollywood actor Jide Kosoko has weighed in on the growing trend of unconventional promotional strategies in the Nigerian film industry, including dancing to advertise movies.
Speaking on the TVC Breakfast Show on Friday, Kosoko acknowledged that while such tactics may not align with global standards, they have proven effective locally.
“There is nothing bad about that style for her, but I’m telling you it is not the best. There should be a more organised way of promoting our movies,” he said, referencing fellow actress Funke Akindele.
Kosoko explained that in the Nigerian entertainment context, the main goal of any promotional effort is to generate attention and returns. He credited Funke Akindele’s creative approach for its success.
“Funke thought it was wise to do something that could bring attention, and she did it. And it’s working for her and a lot of us, too. At the end of the day, what you are looking for is returns,” he said.
The veteran actor also highlighted the difference between local practices and international norms. “I’ve travelled a lot, and I know that people elsewhere, even actors, don’t dance about their movies. That is not the standard. But unfortunately, our environment is different,” Kosoko noted.
His comments underscore the adaptability of Nollywood stars in navigating a market where innovative and sometimes unconventional promotional methods can significantly boost a film’s visibility and commercial success.
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