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| Image:Instagram |
Veteran Nollywood actress Jaiye Kuti has sparked a thought-provoking conversation about the evolving nature of film promotion in Nigeria’s entertainment industry. In a heartfelt Instagram post, the actress questioned the growing trend of actors and executive producers resorting to social media dance challenges and skits to promote their movies.
Jaiye Kuti expressed her concern about how traditional marketing methods are being overshadowed by the demand for viral content. She revealed that despite investing significant resources in high-quality productions and marketing, she has still found herself having to dance in the streets just to draw attention to her film projects. The emotional toll of this reality, she said, is overwhelming.
She cited a moment when she saw fellow actor Odunlade Adekola dancing to promote a movie a sight that moved her to tears. Although she respects those like Funke Akindele who embrace such promotion styles with passion, Kuti emphasized that not every actor finds joy in these gimmicks.
In her words, “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. It is bad, and I feel for me and the rest of us.”
Kuti’s message was a passionate plea to the audience to support filmmakers by watching and sharing their work. She reminded viewers that many actors are forced into skit-making not out of passion but out of necessity. Her candid outburst highlights the pressure within Nollywood to blend entertainment with virality even if it means stepping out of character.
Jaiye’s honesty has struck a chord with many, shedding light on the struggles behind the glamour of Nigerian cinema.
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