Omotola Jalade-Ekeinde has issued a pointed critique against the growing industry expectation for actors to perform dance routines on social media to promote their films, labelling the practice as “unprofessional”.
The acclaimed actress, 47, voiced her concerns during a
recent interview on the eSplash show.
She clarified that while she enjoys dancing personally, the
issue arises when it transforms from a choice into a compulsory mandate.
She argued that dancing should not become a standard
requirement for movie promotion, stressing that actors are not content
creators.
“I dance. I’m sure a lot of us love to dance too. But the
problem is when you’re dancing not because you want to, but because you have
to,” she said.
“There is nothing wrong with you promoting your movie and
dancing and having fun with it. But when it becomes a chore. When it becomes
‘this is what you have to do’ to sell a movie, it is not professional.”
Omotola argued that the trend reflects a broader
misunderstanding within Nollywood about the distinct roles required for
cinematic success.
She emphasised that the core job of an actor is to perform,
not to shoulder the entire burden of marketing a project.
“I already done the project. I should go around, talk about
the project, and let the people whose job is to distribute handle the
advertising. That’s how it’s done in better climes,” she said.
She further expressed that forcing actors into what she
described as “demeaning” promotional activities can be exhausting and
unsustainable, particularly for those managing multiple projects
simultaneously.
Drawing a contrast with Hollywood’s ecosystem, Omotola noted
that many top actors maintain minimal or no social media presence, yet their
films achieve global success.
“We are not content creators. There are people whose job
is,” she said.
“In the United States, for example, there are actors who are
not even on Instagram. You would never find a Daniel Day-Lewis on social media.
They are actors—they come, do their job, and leave.”
Omotola’s remarks follow similar observations made by
filmmaker Kunle Afolayan and media mogul Mo Abudu during a panel at the recent
Lagos Business of Film Summit.
Abudu had stated she could not promote movies the same way
stars like Funke Akindele and Toyin Abraham do.
Afolayan’s remarks, in particular, sparked a public backlash
from Akindele, who has built a highly successful brand through energetic and
direct social media engagement with her audience.
Critics interpreted his comments as dismissive of her
effective promotional style.
Akindele responded by affirming that every creator is free
to develop their own strategy, famously adding that “the sky is big enough for
everyone to fly.”
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