Funke Akindele Defends Her Movie Promotion Style, Says ‘I Do More Than Dance’
Award-winning Nollywood actress and filmmaker Funke Akindele has addressed criticism surrounding her energetic approach to promoting her movies, insisting that her success is built on hard work rather than social media dance videos alone.
Speaking in an exclusive interview with BellaNaija, the box-office record holder dismissed the notion that dancing is the only strategy behind her films' commercial success.
According to Funke, no one instructed her to dance while promoting her projects, adding that people often overlook the countless efforts she invests behind the scenes. She explained that her promotional activities extend far beyond dance videos, joking that she even does people's nails as part of her creative marketing efforts.
The actress stressed that everything she does to publicise her films reflects dedication, consistency and a willingness to go the extra mile to ensure her projects reach audiences.
Funke also reflected on her remarkable journey in Nollywood, discussing the realities of film production, acting, marketing and distribution, while emphasising that success in the movie industry requires much more than talent alone.
Her comments come months after acclaimed filmmaker Kunle Afolayan sparked debate by criticising the trend of actors dancing to promote films. Afolayan argued that he was less interested in blockbuster cinema earnings if they did not translate into substantial returns for filmmakers, while also taking a swipe at colleagues who rely heavily on dance videos for publicity.
Responding at the time, Funke urged her colleague not to allow jealousy to cloud his judgment, maintaining that there is enough room for everyone to succeed in the industry.
Veteran actress Omotola Jalade Ekeinde later joined the conversation, stating that she preferred not to dance to market her films, describing her own promotional style as more aligned with professionalism.
However, actress Iyabo Ojo defended Funke and other filmmakers, arguing that there should be no rigid rules governing movie promotion. She encouraged industry professionals to embrace whatever strategy delivers results instead of criticising others for their methods.
Similarly, veteran actress Chinyere Wilfred added her voice to the conversation by sharing a dance video online, playfully referencing the ongoing debate.
Opinion: In Entertainment, Results Often Speak Louder Than Tradition
Funke Akindele's response highlights an important reality about today's entertainment industry: successful marketing has evolved. Social media has transformed how films are promoted, and audiences increasingly engage with content that is creative, relatable and entertaining.
While some industry veterans may prefer conventional publicity campaigns, there is no single formula for attracting audiences. What works for one filmmaker may not necessarily work for another, and innovation often separates blockbuster successes from commercial disappointments.
Funke's remarkable box-office record suggests that her promotional strategy resonates with moviegoers. Dancing may be one visible aspect of her campaigns, but behind every successful release are months of planning, production, partnerships and audience engagement.
Ultimately, the debate should perhaps shift away from how filmmakers promote their work to whether their methods effectively connect with audiences. In a competitive industry, creativity in marketing is just as valuable as creativity on screen, and every filmmaker should have the freedom to adopt the approach that best serves their vision.
