LAGOS, Nigeria — Veteran Nollywood actress Omotola Jalade-Ekeinde has openly criticized the growing trend of expecting actors to post dance videos on social media as a mandatory promotional strategy for movies, describing it as an unnecessary burden that undermines professionalism in the industry.
In a candid interview that has since gone viral on platforms including Instagram, X, and YouTube, the award-winning star made it clear that while she personally enjoys dancing, she refuses to treat it as an obligation tied to film marketing. According to Omotola, the issue is not with dancing itself but with the shift in motivation behind it.
“The problem is not dancing. I love to dance. But when it becomes something you have to do to sell a movie, when it becomes compulsory, that’s where it loses its joy and professionalism,” she said. “Dancing should come from a place of genuine fun, not from pressure or a checklist of what actors must do to be visible.”
Omotola emphasized that actors’ primary responsibility is to deliver strong performances on screen and to engage with the public through meaningful interviews, press rounds, and conversations about the project. She argued that the actual marketing, distribution, and audience mobilization should fall to the professionals hired specifically for those roles—marketers, publicists, and distribution teams.
“I already did the project,” she stated pointedly. “I gave my all to the role, to the script, to the director’s vision. Why should I now be forced to perform extra stunts, dance routines, or gimmicks just to be seen or to prove I’m promoting the film? That’s not how the industry should function.”
The 47-year-old actress, widely regarded as one of Nollywood’s most influential figures, highlighted the broader implications of this trend. She noted that the pressure to create viral dance content often distracts from the craft of acting and storytelling, turning promotion into a performative spectacle rather than a strategic effort to reach audiences.
“Marketing is a specialized job. When you start expecting every actor to become a content creator, a dancer, a TikTok star, or an influencer just to push a movie, you’re shifting the responsibility away from the people who are paid to handle publicity and distribution,” she explained. “It’s unfair to creatives, and it dilutes the focus on what really matters—the quality of the film itself.”
Omotola’s comments come at a time when social media has become a dominant force in Nollywood film promotion. In recent years, many movie campaigns have leaned heavily on short, catchy dance challenges, lip-sync videos, and behind-the-scenes skits featuring cast members. These trends, while effective at generating buzz and reaching younger audiences, have sparked debate among industry veterans who feel the emphasis on viral moments sometimes overshadows the artistic merit of the work.
Several actors and filmmakers have quietly expressed similar frustrations in private conversations, though few have addressed the issue as directly as Omotola. Her outspoken stance is likely to resonate with many in the industry who believe that the core value of a film should lie in its storytelling, performances, and production quality—not in how well the cast can execute trending dance moves.
Fans and followers have largely rallied behind the actress since the interview surfaced. Comments on her Instagram and X posts have praised her for speaking truth to the current promotional culture, with many describing her words as a much-needed reality check.
“Finally someone said it,” one fan wrote. “We watch movies for the story and the acting, not for who can dance the best on set.”
Another supporter added: “Omotola has always been real. She’s not here to play games—she’s here to act. Respect.”
The actress, who has starred in over 300 films and remains one of Nollywood’s most bankable names, has long been known for her principled approach to the industry. From advocating for better working conditions to supporting emerging talent, she has consistently used her platform to address issues that affect actors and the broader creative ecosystem.
While no specific film or recent project was named in connection with her remarks, her comments are widely seen as a broader commentary on the evolving demands placed on Nollywood stars in the social media era.
As the conversation continues online, many are calling for a more balanced approach to film promotion—one that respects actors’ creative boundaries while still harnessing the power of digital platforms to reach audiences.
Omotola Jalade-Ekeinde’s candid take has reignited discussions about the intersection of art, commerce, and social media in Nollywood, reminding the industry that authenticity and professionalism should remain at the heart of storytelling.
