Veteran Nollywood actress Omotola Jalade-Ekeinde recently found herself at the centre of a fresh entertainment industry debate after she openly criticised the growing trend of actors dancing on social media to promote their films. Her comments, made ahead of the cinema release of her upcoming movie Mother’s Love, have sparked mixed reactions from fans and colleagues alike, reigniting conversations about how movies should be marketed in the digital age.
Omotola, who has been in the film industry for over three decades and is widely respected for her craft, made her views known during a recent interview on TVC Entertainment. She explained that while she enjoys dancing in social settings, she does not believe it should be forced upon actors as a compulsory marketing strategy just to sell tickets or generate buzz. For her, the heart of filmmaking lies in performance and storytelling, and promotion should focus on interviews, conversations about the work, and strategic professional marketing rather than trending dances.
Her perspective comes at a time when many Nollywood stars and filmmakers are embracing creative dance routines on platforms like Instagram and TikTok to connect with audiences. Some of the most successful recent box-office hits have benefited from viral promotional content, making the strategy seem almost standard for modern marketing. However, Omotola argued that insistence on dance-led promotion risks undermining professionalism and placing undue pressure on actors to participate in trends that may not align with their personalities or brand.
The backlash didn’t catch everyone off guard. Following her remarks, some critics interpreted her stance as a subtle jab at colleagues who have leveraged social content to massive commercial success. One report even connected her comments to ongoing industry discussions involving other notable figures like Funke Akindele and director Kunle Afolayan, both of whom have previously shared divergent views on the value of dance videos in movie promotion. Funke Akindele, known for her viral promotional dances, has defended the strategy as effective and relevant in the digital era, while Afolayan has expressed discomfort with it as a requirement.
Online reaction to Omotola’s position has been divided. Supporters say she’s highlighting an important issue about respecting individual creative identities, while critics argue that resisting modern promotional tactics could make films less visible in a media landscape dominated by social platforms. Many fans have also stressed that there’s room for diverse marketing approaches, and the success of a movie shouldn’t rest on a single formula.
Despite the debate, Omotola remains focused on her new project, Mother’s Love, which is scheduled for cinema release on March 6, 2026. Whether her film embraces traditional promotional channels or integrates social media trends, the conversation she sparked has already underscored a broader industry shift and the complex balance between artistic integrity and commercial visibility in Nollywood.
