- Veteran Nollywood actor Prince Jide Kosoko has weighed in on the trending culture of actors using street dancing and social media challenges to market their films.
- While acknowledging that the method is not the “ideal” or most organized standard for film promotion, he admitted it has proven highly effective for box office hits, citing Funke Akindele as a prime example.
- Kosoko noted that the unique nature of the Nigerian entertainment environment often requires unconventional strategies to ensure financial returns on investments.
Nollywood icon Prince Jide Kosoko has offered a candid perspective on the evolving marketing tactics within the Nigerian film industry.
Eko Hot Blog reports that speaking during an appearance on the TVC Breakfast Show on Friday, March 20, 2026, the veteran actor addressed the growing trend of high-energy, public promotional stunts, specifically dancing, that have become a staple for major cinema releases.
EDITOR’S PICK
- Ogun Begins Crackdown on Illegal Parks at Sango Border Over Rising Accidents
- Police Nab 30-Year-Old ‘Super M’ During Stop-and-Search in Lagos
- LASG Launches Investigation Into Cosmetic Surgery Death
While Kosoko expressed reservations about the professionalism of the approach, he was quick to defend its utility.
“There is nothing bad about that style for her [Funke Akindele], but I’m telling you it is not the best. There should be a more organized way of promoting our movies,” he remarked.
However, he balanced this by noting that in an industry where the ultimate goal is profit, success often justifies the means.
Kosoko highlighted that megastars like Funke Akindele have mastered this “attention-grabbing” style to achieve record-breaking results.
He admitted that the strategy is currently “working for her and a lot of us, too,” because it bridges the gap between the screen and the audience in a way traditional advertising might not.
Drawing from his international experience, Kosoko pointed out that Nigerian promotional methods differ significantly from global norms. “I’ve traveled a lot, and I know that people elsewhere, even actors, don’t dance about their movies. That is not the standard,” he explained.
Despite the departure from international benchmarks, he concluded that the Nigerian “environment is different,” necessitating a localized approach to capture the interest of the public and ensure that filmmakers recoup their capital.
