Jide Kosoko Questions Dance-Driven Movie Promotion, Acknowledges Funke Akindele’s Success

Veteran Nollywood actor Jide Kosoko has shared his thoughts on the growing trend of actors dancing on social media to promote their films, describing the method as unconventional but, in some cases, effective.

Speaking during an appearance on the TVC Breakfast Show on March 20, Kosoko noted that while the strategy may not align with global standards of film promotion, it has delivered measurable success within Nigeria’s entertainment space—particularly for Funke Akindele.

“There is nothing bad about that style for her, but I’m telling you it is not the best,” he said, stressing that more structured and professional approaches to marketing films should be encouraged.

Drawing from his international exposure, Kosoko explained that actors in other parts of the world typically rely on organised publicity campaigns rather than social media dance trends. However, he acknowledged that Nigeria’s unique entertainment landscape demands creative adaptation.

According to him, Akindele’s decision to embrace this promotional style was strategic and has proven effective, not just for her projects but also for others who have adopted similar methods.

“At the end of the day, what you are looking for is returns,” Kosoko added, highlighting the business side of filmmaking.

Opinion: Creativity vs Professionalism in Nollywood Promotion

Jide Kosoko’s remarks open up an important conversation about the direction of film marketing in Nollywood. While traditional standards emphasise structured campaigns—press tours, premieres, and media coverage—the rise of social media has changed the rules entirely.

Funke Akindele’s approach reflects a deeper understanding of the Nigerian audience. In a digital age driven by trends, relatability, and virality, dancing has become more than entertainment—it is a marketing tool that captures attention instantly.

However, Kosoko’s concerns are also valid. Relying too heavily on trends may limit Nollywood’s ability to position itself on a more global and professional stage. There is a need for balance—blending creativity with structured, industry-standard promotion.

Ultimately, the question is not whether dancing is right or wrong, but whether Nollywood can evolve its marketing strategies without losing the cultural uniqueness that makes it stand out.