Jaiye Kuti laments rising trend of actors dancing, creating skits to promote movies
Veteran Nollywood actress Jaiye Kuti, popularly known as Jayeola Monje, has expressed concern over the increasing number of filmmakers turning to content creation and dance trends to promote their films.
In a heartfelt Instagram post, the actress recalled an emotional moment when she saw popular actor Odunlade Adekola dancing to promote a movie, a sight that moved her to tears.
She noted that despite investing heavily in quality productions, many executive producers and actors now find themselves dancing on social media or creating skits just to generate buzz around their projects.
“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 she, too, had to join the trend of dancing in public despite spending substantial sums on publicity, including radio tours and billboards, to promote her latest movie project.
She contrasted this with her earlier film released on Prime Video, which she said yielded a profitable return without needing any gimmicky marketing tactics.
“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 decried the pressure placed on filmmakers to engage in performances that often feel out of character just to gain traction on social media, adding that many Nollywood stars have now become skitmakers—not by passion, but by necessity.
Kuti ended her post with a passionate plea to audiences, urging them to support filmmakers by watching and sharing their movies so that their hard work and sacrifices don’t go in vain.
“Viewers, you need to help us; it’s not everyone of us who can dance like Funke Akindele who does it passionately,” she appealed.
Watch the video below …
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