Mo Abudu Opens Up on Film Promotion Style, Says Dancing for Publicity Isn’t Her Strength
Renowned media entrepreneur and EbonyLife Media boss, Mo Abudu, has sparked conversations within Nigeria’s entertainment space after revealing that she has no plans to promote her films through dance videos — a strategy that has recently gained popularity among filmmakers.
Speaking at the Lagos Business of Film Summit, Abudu shared her thoughts on the evolving landscape of film marketing and how promotional trends are shifting alongside audience expectations. While acknowledging the success of energetic promotional styles, she made it clear that such an approach does not reflect her personality or strengths.
Abudu openly praised Nollywood heavyweights Funke Akindele and Toyin Abraham, whose vibrant dance routines and social media campaigns have helped drive massive cinema turnouts. However, she noted that every filmmaker must understand their own unique style rather than follow trends blindly.
According to her, she has already informed her team that dancing will not be part of her personal publicity efforts, stressing that others can take on that role if necessary. For Abudu, authenticity remains key in an industry where creativity and branding continue to evolve.
Her comments also highlight a deeper reality within Nollywood — the growing pressure on filmmakers to become entertainers beyond the screen. As marketing shifts toward viral moments and social media visibility, many creatives are being pushed to step outside their comfort zones just to stay competitive.
From an opinion standpoint, Abudu’s stance feels refreshing and honest. In a time when trends often dictate success, her message reminds filmmakers and creatives that there is no single formula for winning at the box office. While dance-driven promotion works for some, storytelling strength, strategic branding and audience connection can be just as powerful.
More importantly, her perspective encourages individuality in an industry sometimes driven by imitation. Not every creative needs to perform the same way to achieve success — and perhaps that diversity is what keeps Nollywood vibrant and evolving.
As conversations continue around film marketing in Nigeria, Mo Abudu’s words serve as a reminder that understanding one’s strengths may be the most effective promotional strategy of all.
