Not the Best, But Effective”: Jide Kosoko Defends Movie Promotion Dance Trends

Veteran Nollywood actor, Jide Kosoko, has submitted that the rising trend of actors dancing on social media to promote their films may be unconventional, but it has proven effective within Nigeria’s unique entertainment landscape.

Speaking during an appearance on the TVC Breakfast Show on Friday monitored by Persecondnews, the respected thespian offered a candid assessment of the strategy, noting that while it may not align with global standards, it has delivered tangible results for local filmmakers.

Kosoko pointed to actress and filmmaker Funke Akindele as a leading figure who has successfully leveraged the trend to drive visibility and box office returns, despite its unorthodox nature.

“There is nothing bad about that style for her, but I’m telling you it is not the best,” Kosoko said, carefully balancing criticism with acknowledgment of its effectiveness.

The veteran actor emphasized the importance of adopting more structured and professional promotional methods, arguing that film marketing in more developed industries follows a different pattern.

“I’ve traveled 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 added.

His comments reflect a broader concern among industry veterans who worry that the growing dependence on viral trends may overshadow more refined approaches to storytelling and audience engagement.

However, Kosoko stopped short of outright condemnation, conceding that the strategy has carved out a space for itself in Nigeria’s fast-evolving entertainment ecosystem.

According to him, the success recorded by practitioners like Akindele cannot be ignored, especially in a market where visibility often determines commercial success.

“Funke thought it was wise to do something that can bring attention, and she did it. And it’s working for her and a lot of us too,” he noted.

The actor further implied that the ultimate goal of any promotional effort is to attract audiences and generate revenue, regardless of how unconventional the method may seem.