Veteran Nollywood actor Jide Kosoko has weighed in on the growing trend of using unconventional methods, including dance and viral content, to promote films in Nigeria, admitting that while the approach may not be ideal, it is proving effective.

Speaking during a television appearance, Kosoko noted that such strategies, popularised by stars like Funke Akindele, are largely driven by the need to capture attention in a highly competitive entertainment space. 

According to him, the primary goal of any promotional effort is visibility and financial returns, and by that standard, the method is working.

However, the veteran actor maintained that the industry would benefit from more structured and professional marketing systems, rather than relying heavily on improvised or trend-based tactics.

He also pointed out the contrast between Nigeria and more established film industries, explaining that actors abroad typically do not resort to such promotional styles. Despite this, he acknowledged that Nigeria’s unique media environment, shaped by social media trends and audience behaviour, often demands a different approach.

In recent years, Nollywood has increasingly leaned on social media-driven campaigns to boost film visibility. Actors and producers now engage in skits, dance challenges, and viral content to promote their projects, a shift from traditional advertising methods.

This strategy gained wider attention through the consistent success of filmmakers like Funke Akindele, whose energetic online promotions have translated into strong box office performances. While some industry stakeholders have questioned the professionalism of the trend, others see it as a necessary adaptation to Nigeria’s fast-evolving digital audience.