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Kemi Adetiba has done it again not just by creating another compelling cinematic experience but by revolutionizing how films are marketed in Nollywood. To Kill a Monkey, her latest psychological movie has taken both box office and social media by storm, and a huge part of its success lies in the brilliant, tightly controlled marketing strategy that surrounded it.
From the moment the film was first teased, Adetiba made it clear that this was not going to be a typical Nollywood rollout.
There were no major spoilers, no extended trailers, and no elaborate plot reveals. Instead, what audiences were given was pure suspense a cryptic title, a few emotionally intense images, and a cast list that sparked curiosity without giving anything away. The entire campaign was wrapped in mystery, and that mystery became the bait that drew fans in droves.
What made Adetiba’s strategy stand out was its restraint. In an industry where many filmmakers feel the need to overexplain a plot or sell the story in trailers, Adetiba opted for less and it worked brilliantly. Viewers walked into cinemas not knowing what to expect, and that unpredictability turned each scene into a discovery.
The experience became communal; the internet lit up with spoiler-free reactions, urging others to "just go watch it" without offering details.
That word-of-mouth push fueled by curiosity and the fear of missing out helped catapult To Kill a Monkey to trending status across platforms.
Adetiba also leaned heavily on the power of her cast’s social media presence, allowing them to share vague but engaging behind-the-scenes clips, emotionally charged captions, and personal anecdotes about the production process.
This created a sense of intimacy between the audience and the film, making the release feel like an event, not just another movie drop.
The film itself, now playing in cinemas nationwide, lives up to the hype. Featuring a gripping storyline, standout performances, and Adetiba’s signature flair for dialogue and pacing, To Kill a Monkey delivers a psychological and emotional punch.
But it’s the build-up to the film’s release that may be remembered as a turning point for Nollywood marketing one that suggests filmmakers don’t always need to hand over the entire story to attract viewers.
Crucially, Adetiba’s confidence in the story she was telling allowed her to take risks with marketing. By betting on the intelligence of her audience, she created a campaign that respected their desire for intrigue.
It paid off not only in ticket sales but in cultural impact. To Kill a Monkey has become the film everyone wants to discuss, yet few are willing to spoil, which is a rare feat in the age of instant online commentary.
This strategy also showed a keen understanding of how digital audiences interact with content. Instead of exhausting people with excessive promotional material, Adetiba gave just enough to start conversations and then allowed the audience to drive the rest. The film’s virality grew organically, powered by discussion, speculation, and collective enthusiasm.
Kemi Adetiba has not only delivered one of the most talked-about films of 2025 but also set a new benchmark for film marketing in Africa.
With To Kill a Monkey, she proved that mystery sells, quality sustains, and if done right, less is truly more. As Nollywood continues to expand its global reach, Adetiba’s model may soon become the gold standard for how to launch a film without giving it all away.
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#Nollywood
#ToKillaMonkey
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