Veteran actor Jide Kosoko has acknowledged the effectiveness of using unconventional promotional strategies, such as dancing, to promote films in Nigeria.

Appearing on the TVC Breakfast Show on Friday, Kosoko stated that while the approach is “not the best,” it has yielded tangible results for actors like Funke Akindele.

“There is nothing bad about that style for her, but I’m telling you it is not the best. There should be a more organised way of promoting our movies,” he said.

He noted that because the goal of promotional efforts is to achieve returns, the strategy is viable in Nigeria’s entertainment industry.

“Funke thought it was wise to do something that could bring attention, and she did it. And it’s working for her and a lot of us, too. At the end of the day, what you are looking for is returns,” he said.

Kosoko emphasised that the local context differs from global norms, saying, “I’ve travelled a lot, and I know that people elsewhere, even actors, don’t dance about their movies. That is not the standard. But unfortunately, our environment is different.”