Veteran Nigerian actor Jide Kosoko has expressed cautious approval for unconventional promotional tactics, such as dancing, to market films in Nigeria, noting that while the method may not be ideal, it has proven effective in capturing audience attention.
Speaking on the TVC Breakfast Show on Friday, Kosoko acknowledged that these strategies have yielded significant results for actors like Funke Akindele, despite not aligning with conventional global promotional standards.
Kosoko stressed that although more structured approaches would be preferable, the ultimate objective of any promotional activity is to generate tangible returns, and in this regard, unconventional tactics are viable in Nigeria’s entertainment landscape.
“There is nothing wrong with her approach, but it is not the best. A more organised and strategic method would be better for promoting our movies,” he said, referring to the actress’s use of dance as a marketing tool.
Highlighting the practical benefits, Kosoko explained that attention-grabbing strategies like Akindele’s have achieved measurable success.
“Funke thought it was wise to do something that could bring attention, and she did it. And it’s working for her and many of us too. At the end of the day, what you are looking for is returns,” he added, emphasising the pragmatic nature of entertainment promotion in the local context.
Kosoko also compared the Nigerian film industry to international markets, pointing out that promotional standards differ considerably.
“I have 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,” he said, noting that the local audience responds positively to more interactive and visually engaging marketing efforts.
The actor’s comments come amid ongoing debates in Nollywood over the most effective ways to market films in a highly competitive industry.
While traditional advertising, press tours, and social media campaigns remain common, actors and producers are increasingly exploring alternative methods that resonate with Nigerian audiences.
Kosoko’s acknowledgment of dance as a promotional tool reflects a broader trend of blending creativity with business strategy in the entertainment sector.
Industry observers argue that unconventional promotion methods, including street performances, viral social media challenges, and live events, have the potential to significantly boost audience engagement and box office returns.
Kosoko’s remarks underscore the importance of balancing innovative marketing approaches with professionalism to ensure sustainable growth for Nollywood productions.
