Jide Kosoko Nollywood promotion strategy debate as veteran actor urges Nollywood to adopt structured marketing beyond dance-based film promotion

Nollywood veteran actor Jide Kosoko has called for more structured and professional promotional strategies in the Nigerian film industry, urging filmmakers to move beyond the growing trend of using dance-driven marketing campaigns.

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Speaking on the TVC Breakfast Show, Jide Kosoko acknowledged the popularity of dance-based promotion in Nollywood but stressed that it should not become the standard approach for marketing films.

The Jide Kosoko Nollywood promotion strategy comments come amid increasing reliance on social media trends to drive box office visibility, a shift that has reshaped how Nigerian films are marketed in recent years.

Kosoko referenced the promotional style popularised by filmmaker Funke Akindele, noting that while the approach has proven effective in attracting attention and generating profit, it should be viewed as one of many tools rather than a universal model.

According to him, profitability remains the ultimate goal of every filmmaker, but the industry must adopt a more organised and sustainable system of promotion to match global standards.

He added that his experience travelling across different countries showed him that actors abroad rarely engage in dance-based promotions, although he acknowledged that each environment shapes its own marketing culture.

“There is nothing bad about that style for her, but it is not the best,” Kosoko said, emphasising the need for balance and strategic planning in film marketing.

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The veteran actor’s remarks have sparked renewed conversation within Nollywood about evolving promotional practices, especially as filmmakers continue to experiment with creative ways to reach audiences in a competitive digital landscape.