- Jayeola Monje, a veteran Nollywood actress, has expressed concern over the rise in filmmakers utilizing content creation and dance trends for film promotion.
- The actress shared a heartfelt Instagram post about an emotional moment she experienced seeing actor Odunlade Adekola dancing to promote a movie.
- Despite significant investment in quality productions, many executive producers and actors are now utilizing social media and skits to generate buzz about their projects.
Veteran Nollywood actress Jaiye Kuti, popularly known as Jayeola Monje, has voiced her concerns over the growing trend of filmmakers turning to content creation and dance challenges to promote their films. In a heartfelt Instagram post, the actress shared an emotional moment when she saw renowned actor Odunlade Adekola dancing to promote a movie, a sight that deeply moved her.
She expressed her frustration with how many executive producers and actors now resort to dancing on social media or creating skits to generate attention for their projects, despite having invested heavily in quality production.
“It is getting tiring and emotional for me. Do you know that some Executive Producers go as far as selling what they have to make a good movie?” she stated.
Kuti revealed that, despite spending substantial amounts on marketing—including radio tours and billboards—she too had to join the trend and dance on the streets to promote her latest movie.
She reflected on a more profitable past, recalling her earlier movie released on Prime Video, which earned significant returns without relying on gimmicks for publicity.
“I spent money on my second movie with my partner, yet I still had to go to the street to dance to create publicity for the movie. It is bad, and I feel for me and the rest of us,” she lamented.
The actress pointed out the growing pressure on filmmakers to engage in activities that feel out of character just to stay relevant on social media. She emphasized that many Nollywood stars have turned into skit makers, not out of passion, but out of necessity.
Kuti concluded her post by urging audiences to support filmmakers by watching and sharing their movies, so their hard work and sacrifices don’t go unnoticed.
“Viewers, you need to help us; it’s not everyone of us who can dance like Funke Akindele who does it passionately,” she appealed.
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