Omotola Jalade Slams Forced Social Media Dancing for Movie Promotion, Calls It Unprofessional

Veteran Nollywood actress Omotola Jalade Ekeinde has spoken out against the increasing expectation for actors to dance on social media as part of promoting movies, describing the practice as unprofessional. The award-winning actress made the remarks during a recent interview on TVC, where she shared her concerns about the direction of film marketing in the Nigerian movie industry.

Omotola explained that while she enjoys dancing and creative expression, it should remain a personal choice rather than an obligation tied to a film’s success. She noted that the pressure on actors to participate in viral trends has blurred the line between voluntary promotion and forced performance, often placing unnecessary stress on creatives.

According to her, an actor’s primary responsibility is to deliver strong performances and engage in structured promotional activities such as interviews and press tours. She added that marketing and advertising should be handled by professionals, warning that turning promotions into mandatory social media stunts diminishes professionalism and distracts from the art of filmmaking.

Omotola Jalade Faults Trend of Mandatory Dance Videos for Movie Promotion

Renowned actress Omotola Jalade has criticised the growing trend in Nollywood where actors are expected to create dance videos on social media to promote films. Speaking during an interview with TVC, the actress said the practice undermines professionalism and places undue pressure on performers.

She stated that although social media has become a powerful promotional tool, actors should not be compelled to participate in viral challenges to sell their projects. Omotola stressed that there is a significant difference between willingly promoting a movie and being forced to perform for visibility, adding that backlash often arises from this pressure.

The veteran actress further explained that her job as an actor is to act, discuss the project, and support traditional promotional efforts. She argued that marketing strategies should be developed and executed by distribution and publicity teams, warning that compulsory performances shift focus away from creativity and storytelling.

Omotola Jalade Says Movie Promotion Should Not Be Turned Into Performance Pressure

Nollywood icon Omotola Jalade has raised concerns over what she describes as the forced performance culture surrounding movie promotions in Nigeria’s film industry. During a TVC interview, the actress criticised the expectation for actors to dance on social media as a marketing strategy, calling it unprofessional.

Omotola noted that while she appreciates creativity and enjoys dancing herself, such actions should never be mandatory. She explained that many actors face backlash not because they oppose promotion, but because they are pressured into viral stunts that may not align with their personal or professional identity.

She added that professionalism in filmmaking requires clear role boundaries, stating that actors should focus on acting while trained marketers handle advertising and distribution. According to Omotola, forcing actors to perform online for promotion risks undermining the industry’s standards and shifting attention away from quality storytelling.