Nollywood star Iyabo Ojo has spoken out regarding the growing trend among Nigerian filmmakers of adopting unconventional methods to promote their movies, especially through dancing and skit-making on social media platforms.
Her comments came in response to a recent outcry from fellow veteran actress Jaiye Kuti, who had expressed dissatisfaction with the current efforts put into movie marketing in the Nigerian film industry.
In an impassioned video shared on her Instagram page, the actress and producer, Iyabo Ojo, defended her colleagues, such as Funke Akindele, who have been subjected to criticism for their use of social media trends to create awareness for their films.
Iyabo explained that the practice of using unconventional methods to market films is not a new phenomenon in Nollywood. In fact, she revealed that it has been happening ever since she joined the Yoruba film industry. According to her, the only difference now is the way in which these methods are executed, with a stronger reliance on social media platforms.
Recounting the early days of Nollywood, Iyabo Ojo shared with her audience how producers would gather at the gates of the National Theatre in Lagos, engaging in cultural performances such as singing songs, beating drums, and dancing to draw in crowds to watch their films. She noted that during that time, filmmakers were essentially begging people to come and watch their movies, often going to great lengths to attract attention.
“We were literally begging people to come in and watch,” she said, emphasizing the importance of attracting an audience for a film’s success.
The actress went on to stress that simply releasing a movie in cinemas and expecting people to watch it is no longer a viable approach. She urged filmmakers to adapt and embrace new strategies for advertising and marketing their work, as the landscape of movie promotion has evolved significantly.
Citing a popular advertising example, Iyabo compared the continuous advertising campaigns run by global brands like Coca-Cola to the efforts of Nigerian filmmakers. She pointed out that if a global brand like Coca-Cola continues to advertise its products on a massive scale, there is no reason why she or any other filmmaker cannot do the same to create awareness and market their films effectively.
“If Coca-Cola is still running adverts back to back on their products, I wonder why I or anyone else can’t use any method to run an advert and create awareness,” she said, highlighting the importance of consistent promotion.
Encouraging her fellow filmmakers to embrace their artistic versatility, Iyabo urged them to stop being self-conscious or concerned about appearing unserious. She stressed that what truly matters is that people are watching the movies, and the means of generating buzz should not be a source of shame or hesitation.
“Don’t be shy. Don’t be ashamed. You must constantly advertise,” she declared emphatically, urging others to adopt similar practices to keep their films in the public eye.
Watch the video below …
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