Nollywood actress and producer Iyabo Ojo has come out strongly in defense of filmmakers who use social media skits, dance videos, and other unconventional strategies to promote their movies. In a passionate Instagram video, Iyabo addressed the criticism some producers, including Funke Akindele, have faced for embracing viral marketing techniques.
According to Iyabo, the concept of promoting films through performances is far from new it's simply evolved with the times. “This is something that has been happening as far back as when I joined the Yoruba film industry,” she said. “The only thing different is just the method in which we do it now.”
She recounted her early days in Nollywood, painting a vivid picture of a time when actors and producers would physically promote their films outside venues like the National Theatre, armed with drums, songs, and dances to attract audiences. “We used to stand at the gates, dancing and singing cultural songs to pull people in,” she said, reflecting on the grassroots marketing hustle that defined earlier eras.
The actress also recalled how movie promotion once involved touring multiple cities across Nigeria from Ibadan to Osogbo, Akure, Ekiti, and Ilorin to generate interest in upcoming films. Compared to those efforts, she argued, using social media is far less demanding and much more effective in reaching a wider audience.
“You can't just release a movie and expect people to magically show up at the cinema,” she said, taking a swipe at those who believe marketing should be minimal or traditional. “In a world where attention spans are shorter than ever, you have to be visible and that means getting creative.”
Quoting a powerful analogy, Iyabo added: “If Coca-Cola is still running adverts back-to-back on products we all know, I wonder why I or anyone else can't use any method to create awareness.” The statement quickly became the centerpiece of her argument a call to arms for Nigerian filmmakers to prioritize visibility.
She was also quick to clarify that creativity doesn't always have to mean dancing. “Everybody doesn’t have to dance,” she explained. “If that’s your thing, fine. But if not, do drama. That’s why you’re an actor or an artist in the first place.”
Her message was clear: whether through comedy skits, choreography, or storytelling promotion is key, and there's no shame in putting in the work to make sure your movie gets noticed.
“You must constantly advertise,” she concluded a timely reminder in a digital age where visibility can make or break a project.
Iyabo Ojo’s stance adds to a broader conversation in Nollywood about evolving with the times, leveraging social platforms, and embracing creativity as a critical part of the film business.
