Iyabo Ojo Defends Unconventional Film Promotion, Says ‘Time Has Changed’
Actress and filmmaker Iyabo Ojo has shared her perspective on the growing debate surrounding the unconventional methods some movie producers now use to promote their films.
In a video message, Ojo addressed the criticism, saying that the film industry must evolve with the times.
She emphasised that while marketing has always been vital in promoting films, the approaches have shifted with changing trends.
Reflecting on the past, the actress recalled how producers once promoted their movies by physically engaging with audiences—beating drums, dancing, and singing traditional songs at the gates of the National Theatre.
She noted that they also embarked on city tours to create awareness about their films.
According to Ojo, today’s methods may be different, but the goal remains the same—getting the audience’s attention.
“This is something that has been happening as far back as when I joined the Yoruba film industry. The only thing different is just the method in which we do it.
“We’d be at the gates of the National Theatre, beating drums, dancing, and singing to get people to come watch our movies.
“You can’t just drop a movie in cinemas and expect people to show up. If Coca-Cola is still doing ads every day, then who are you not to promote your film?
“If dancing is not your thing, do drama. That’s why you’re an actor or an artist in the first place.
Iyabo emphasised that creating content and dancing on social media is a walk in the park compared to the traditional methods.
She believes that producers must be creative and use any method necessary to stand out in a media-saturated world.
The mother of two advised producers to embrace creativity and stop worrying about looking unserious, whether it’s dancing, skit-making, or putting up billboards, stressing that producers should do what it takes to get people into theaters.
Captioning the video, she wrote: “To get the word out about your movie, think outside the box! Create buzz, generate attention, and make it unforgettable. Stay adaptable and ride the wave of change. Whether it’s dancing, creating engaging content, or trying something new, do what it takes to make your movie shine. With hard work and creativity, your film will reap the rewards”.
Her comments sparked widespread reactions among her colleagues and fans with Mercy Aigbe responding in agreement, writing, “We go continue to carry our market on our heads!!!! May God continue to bless our hustle.”
Funke Etti also shared her support, commenting, “Yes ooo, you let me remember all those memories. More strength to you, lagbara Olorun.”
@ajedolaconfectsandevent a follower, reminisced about the early days of Nollywood: “I totally forgot about the video club days! When we’d check movie posters, rush to borrow the CD, and they’d tell us to come back because it’s already been lent out. May God bless all the actors out there.”
Another user, Damilola, stressed the business side of filmmaking, writing: “You cannot produce a movie and not have good PR for it. If dancing is what you think will sell the market, do it unashamedly. Who dey shame no go make money! Even Korean dramas create content and go for interviews. This is the era of social media everybody’s creating content. Producers should see their work as a business and act like it”.
