Veteran Nollywood actor, Jide Kosoko, has highlighted the effectiveness of unconventional promotional strategies, such as dancing, in boosting the visibility of films in Nigeria.
Speaking on the TVC Breakfast Show on Friday, Kosoko acknowledged that while the approach may not align with traditional marketing methods, it has produced tangible results for actors like Funke Akindele.
“There is nothing bad about that style for her, but I’m telling you it is not the best. There should be a more organised way of promoting our movies,” he said.
Kosoko explained that, ultimately, the goal of promotion is to achieve returns, making unconventional methods viable in Nigeria’s entertainment industry.
“Funke thought it was wise to do something that could bring attention, and she did it. And it’s working for her and a lot of us, too. At the end of the day, what you are looking for is returns,” he added.
Reflecting on global practices, the actor noted that the Nigerian context is unique. “I’ve 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,” Kosoko said.
His comments underscore the growing trend of creative and locally tailored marketing strategies in Nollywood, where unconventional promotion can often translate into box office success.