Omotola Jalade Reignites Nollywood Debate Over Movie Promotion Methods
Veteran Nollywood actress and filmmaker Omotola Jalade Ekeinde has ignited fresh controversy within Nigeria's vibrant film industry by openly criticizing the growing practice of using social media dance routines to market movies. Her comments have sparked widespread debate among fans and industry professionals, highlighting a significant divide over modern marketing strategies in Nollywood.
Omotola's Firm Stance Against Dance Promotion
During a recent appearance on TVC Entertainment, Omotola made her position unequivocally clear, stating that she refuses to dance to promote her films, describing such methods as fundamentally unprofessional. "I'm sorry, but I won't be dancing to market or promote my movie. It's not professional. I've done the movie, now I just have to go around and promote it," the actress declared emphatically.
Omotola emphasized that her approach to movie promotion centers on professional and structured channels rather than viral dance trends. She explained that while she dances when she feels like it personally, she rejects the notion that dancing should become a marketing obligation for filmmakers. The actress stressed that her primary duty is to deliver well-crafted films and promote them through traditional industry channels.
Context of Ongoing Industry Controversy
Omotola's remarks arrive amidst an ongoing controversy that began when acclaimed filmmaker Kunle Afolayan expressed similar sentiments about dance promotion. Afolayan had previously stated that he would not dance to market movies and revealed disinterest in producing films that earn ₦1 billion at the box office if the producer only receives ₦10 million.
These comments drew significant backlash from box office record holders Funke Akindele and Toyin Abraham, whose films have collectively grossed over ₦3.4 billion. By backing Afolayan's stance, Omotola has effectively aligned herself with those advocating for more traditional promotion methods in Nollywood.
Divided Reactions from Fans and Industry Watchers
The actress's comments have generated heated discussions across social media platforms, with fans expressing polarized views:
- ebun_oshimoye questioned why this has become a major discussion topic, suggesting everyone should use methods that suit them while letting audiences decide success through box office numbers.
- akindaz_diilhomes argued that times have changed and filmmakers shouldn't resist effective marketing strategies, noting that dancing entertains audiences and represents a working formula for many.
- tommzzee accused Omotola of jealousy and envy, challenging who established the rules that dancing is unprofessional for promotion.
- trifan_allied_ventures emphasized that dancing represents a marketing strategy that works effectively for Funke Akindele, suggesting each filmmaker should choose their own approach.
- so_luv warned that refusing to adapt to modern marketing strategies could result in poor box office performance, stating "No dance first and see if you will get 1k people to watch your movie."
Omotola's Upcoming Project and Industry Implications
The veteran actress, who currently divides her time between Nigeria and the United States, made these statements while promoting her upcoming cinema project Mother's Love, scheduled for release on March 6, 2026. Her comments have raised questions about how different generations of Nollywood professionals approach film marketing in the digital age.
This debate highlights the evolving nature of movie promotion in Nigeria's film industry, where traditional methods increasingly compete with social media-driven strategies. As Nollywood continues to grow both domestically and internationally, the tension between maintaining professional standards and adapting to new marketing realities appears likely to persist.
The controversy surrounding Omotola's remarks demonstrates how deeply personal marketing approaches have become in Nollywood, with strong opinions on both sides of the dance promotion debate. As the industry evolves, filmmakers must navigate these competing perspectives while determining what strategies will most effectively connect their work with audiences in an increasingly digital marketplace.
