“You Can’t Dictate How We Promote Our Films” – Stan Nze

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Actor Stan Nze has addressed the growing debate in Nollywood over the use of dance and viral social media trends as tools for film promotion, insisting that actors should be allowed to market their projects in ways that suit their creativity and audience reach. 

Speaking during an interview on the Nollywood on Radio podcast, the award-winning actor said it was unfair for critics to dictate how filmmakers and actors choose to push their work, especially in an industry that is constantly evolving.

Stan noted that much of the criticism surrounding dance-focused promotions appears to be aimed at actress and filmmaker Funke Akindele, whose energetic online campaigns have become a signature part of her movie marketing strategy. 

Drawing from his experience working with her on Everybody Loves Jenifa between 2024 and 2025, he described her as an exceptionally hardworking professional who deploys multiple strategies—not just dance—to ensure her films succeed.

According to him, reducing her box office achievements to viral dance videos overlooks the broader effort behind her campaigns.

 He explained that Akindele combines collaborations with top stylists, partnerships with leading content creators and influencers, and strategic branding to generate buzz ahead of her film releases. 

For Stan, the success she records in cinemas is evidence that her comprehensive promotional approach works.

He stressed that marketing in today’s entertainment landscape requires adaptability. Social media platforms have transformed how films connect with audiences, making engagement and visibility critical to box office performance. 

Stan added that if an actor has skills in dance, fashion, public speaking or online engagement, there is nothing wrong with leveraging those talents to promote a project. In his view, refusing to adopt effective strategies simply because they differ from traditional methods would be counterproductive.

The debate has divided opinions within the industry. Veteran actress Omotola Jalade-Ekeinde recently described dancing for film promotion as unprofessional, sparking conversations about standards and branding in Nollywood. 

Filmmaker Kunle Afolayan and media entrepreneur Mo Abudu have also raised concerns in separate discussions, questioning whether certain promotional tactics align with the long-term image of the industry.

However, Stan believes results should speak louder than sentiment. He argued that cinema attendance figures reflect the effectiveness of modern promotional techniques. 

For him, innovation is necessary in a competitive market where filmmakers are vying for audience attention both locally and internationally.

The conversation underscores a broader shift in Nollywood’s marketing culture. As digital platforms continue to shape consumer behavior, actors and producers are increasingly embracing influencer collaborations, interactive challenges and trend-driven content to drive awareness. 

Whether embraced or criticised, these strategies are redefining how Nigerian films are presented to the public, and voices like Stan Nze’s suggest that flexibility and openness may be key to sustaining growth in the industry.

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