Veteran actress Jaiye Kuti has aired her concerns about the growing trend of filmmakers resorting to dance challenges and content creation to promote their movies
In an emotional Instagram post, Kuti shared her frustration, revealing that even executive producers and actors are being forced to create skits and dance on social media to generate buzz around their projects.
Kuti recalled a poignant moment when she saw actor Odunlade Adekola dancing to promote a movie, which moved her to tears.
She confessed that she, too, had to join the trend, despite investing heavily in quality productions and traditional marketing strategies.
The actress contrasted her experiences with her earlier film, which yielded a profitable return without needing gimmicky marketing tactics.
Kuti lamented the pressure on filmmakers to engage in performances that feel out of character, noting that many Nollywood stars have become skitmakers out of necessity rather than passion.
In a passionate plea, she urged audiences to support filmmakers by watching and sharing their movies, so their hard work and sacrifices don’t go in vain.
Here are the quotes from Jaiye Kuti’s statement:
– “It is getting tiring and emotional for me. “Do you know that some Executive Producers go as far as selling what they have to make a good movie?” I spent money on my second movie with my partner, yet I still had to go to the street to dance to create publicity for the movie. It is bad, and I feel for me and the rest of us, Viewers, you need to help us; it’s not everyone of us who can dance like Funke Akindele who does it passionately.”
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It is a marketing strategy