A growing debate within Nollywood has ignited fresh conversations about how films should be promoted in Nigeria’s social media–driven era. At the centre of the discussion is whether actors and filmmakers are now expected to participate in viral dance videos, skits, and online trends as a compulsory strategy for marketing cinema releases.
Rise of Dance-Led Film Promotions
Dancing has gained prominence in recent years following the box office success of high-grossing films by Funke Akindele. Movies such as A Tribe Called Judah and Everybody Loves Jenifa broke major cinema records, with energetic, dance-led promotions playing a visible role in generating online buzz and audience turnout.
Kunle Afolayan Rejects Mandatory Dance Promotions
The conversation intensified in early 2026 after comments from filmmaker Kunle Afolayan at the Lagos Business of Film Summit. The award-winning director stated that he refuses to “dance to sell films in cinemas,” describing the process as “very draining” and unsustainable.
“I don’t want to kill myself because of cinema returns,” he said, questioning how long creatives can sustain such promotional demands. He added that if dancing becomes a requirement for box office success, he would rather not release a movie, insisting that “the story should be enough to sell the film.”
Omotola Jalade-Ekeinde Calls for Voluntary Promotion
Actress Omotola Jalade-Ekeinde later weighed in, clarifying that she is not against dancing for fun but rejects it as a compulsory tactic.
“I’m not saying people shouldn’t dance,” she explained, “but it shouldn’t be forced.” She described the pressure as “unprofessional,” stressing that actors should promote films voluntarily and not be made to feel obligated to perform online for relevance.
Shaffy Bello Emphasises Acting Over Online Trends
Actress Shaffy Bello echoed similar sentiments, insisting that her responsibility ends with delivering strong performances.
“My job is to act,” she said, adding that mandatory dance routines are unnecessary expectations in an industry that already places heavy demands on its talents.
Mixed Reactions From Industry Insiders
Other industry insiders have offered more balanced perspectives. Actor and comedian Cute Abiola joined the discussion on X, noting that “promotion has changed” and that creatives must adapt to digital realities while understanding personal limits.
Actress Bolaji Ogunmola added a lighter take, joking that she would dance since her “spine can move,” especially when promotional budgets are limited.
How Dancing Became a Nollywood Marketing Tool
Dancing as a marketing tool in Nollywood began with actors and filmmakers using short, energetic routines to generate buzz around their films on social media. The practice gained momentum after hits like A Tribe Called Judah and Everybody Loves Jenifa went viral, showing that audience engagement could translate directly into box office success.
By encouraging fans to participate, share, and recreate dances, these trends turn promotion into a community-driven experience, making films more visible without massive advertising budgets.
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