eteran Nollywood actor Jide Kosoko has urged the Nigerian film industry to adopt a more structured and professional approach to promoting movies.
Speaking on the TVC Breakfast Show, Kosoko highlighted the rising trend of unconventional marketing methods, such as social media stunts, street dances, and online challenges, noting that while these techniques have sometimes boosted audience engagement and box-office performance, they fall short of international promotional standards.
“There is nothing wrong with creative approaches, but we need a more professional system for promoting our movies,” Kosoko said. “Actors often end up taking on promotional roles that should be handled by trained marketing experts.”
He emphasized that a well-organized promotional strategy could increase the visibility of Nollywood films globally, attract international investors, and help Nigerian cinema compete on the world stage.
Kosoko also stressed that adopting global-standard marketing techniques would not only enhance box-office returns but also strengthen Nollywood’s brand and credibility internationally.
Currently, Nollywood is Africa’s largest film industry by volume, producing thousands of films annually. While social media and grassroots campaigns have helped reach local audiences, experts argue that a more formalized marketing approach could increase international appeal and revenue streams.
By implementing structured promotional campaigns, Kosoko believes Nollywood filmmakers can ensure that their work reaches both domestic and global audiences effectively, while reducing reliance on actors for marketing responsibilities.
