Nollywood actress Iyabo Ojo has shared her perspective on the ongoing debate about modern methods of movie promotion in the Nigerian film industry. The discussion comes after some filmmakers expressed displeasure with the growing trend where actors and directors engage in dancing, skit-making, and social media challenges to market their films.

The controversy recently gained public attention following a clash between movie director Kunle Afolayan and actress Funke Akindele. Kunle stated at a public event that he would not participate in dancing like Funke to promote his movie. His remarks were reportedly misunderstood by Funke, who publicly criticized him online and even called him to express her disagreement.

Amid the debate, Iyabo Ojo took to Instagram while promoting her new movie to offer her thoughts. She questioned the existence of rigid rules regarding promotion, encouraging filmmakers and actors to adopt strategies that work best for them. “Who made the rules about such things?” she asked. “Do whatever works for you,” she advised, highlighting the importance of creativity and authenticity in promotion.

Opinion: Innovation vs Tradition in Nollywood Marketing

Iyabo Ojo’s comments touch on a key tension in Nollywood: the balance between traditional promotion and the evolving, digital-first strategies that rely on audience engagement and viral content. While some industry veterans may feel that skits and dances undermine professionalism, younger actors and filmmakers see them as effective tools to capture attention in a crowded market.

Ultimately, promotion is about reaching audiences and generating excitement. If creative campaigns like dances or skits help movies gain traction, there is no harm in embracing them. Nollywood has always thrived on innovation — from storytelling techniques to distribution channels — and marketing is no different.

Iyabo’s stance reflects a growing sentiment that flexibility, creativity, and authenticity should guide promotional strategies. Instead of criticizing one another, actors and filmmakers could benefit more from experimenting with diverse approaches, learning what resonates with fans, and ultimately growing the industry together.

In the end, whether through traditional premieres or viral skits, the goal remains the same: bringing Nigerian stories to audiences far and wide — and if a little dance helps achieve that, why not?