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The Digest:

Veteran actor Jide Kosoko has shared his views on the use of unconventional promotional strategies like dancing to market films in Nigeria, stating that while the method delivers results, it is not the most effective way to promote movies. Speaking on TVC News, Kosoko noted that Funke Akindele's approach has worked and attracted attention, and since promotion aims at generating returns, the strategy is practical within the Nigerian entertainment space. However, he emphasised that elsewhere in the world, such promotional styles are less common, adding that "unfortunately, our environment is different."

Key Points:
  • Kosoko's comments highlight the tension between global industry standards and the realities of Nigeria's unique entertainment market.
  • The success of unconventional promotion methods suggests Nigerian filmmakers must balance artistic integrity with practical audience engagement.
  • Veteran actors like Kosoko, calling for more structured marketing, reflect a generational perspective on industry professionalism.
  • The reliance on viral moments for film promotion may overshadow deeper conversations about storytelling and production quality.
  • Kosoko's acknowledgment that "it's working" signals acceptance of pragmatic approaches even when they fall short of ideal standards.
As Nollywood continues to evolve, the debate between traditional marketing and unconventional promotion reflects broader questions about how the industry defines professionalism and success.

Sources: Tribune Online