Mandatory Dance Challenges for Film Promotion “Unprofessional” — Omotola Jalade-Ekeinde

Nollywood actress Omotola Jalade-Ekeinde has condemned the rising trend of compelling actors to dance on social media as part of movie promotion, describing the practice as “unprofessional” and unnecessary.

In an interview with TVC, the award-winning actress said while she enjoys dancing personally, it should remain a choice rather than a compulsory marketing tactic for films.

Omotola explained that the backlash against such promotional trends is largely due to the pressure placed on actors to create viral content to boost project visibility. She emphasised that there is a clear difference between willingly promoting a film and being forced to perform stunts for attention.

“The primary responsibility of an actor is to perform their role, discuss the project, and participate in standard promotional activities such as interviews and media engagements,” she said.

She further argued that marketing and advertising should mainly be handled by professionals in film distribution, rather than leaving the burden entirely on actors. According to her, making dance challenges mandatory risks undermining professionalism in Nollywood and shifting focus away from the creative work itself.

Omotola’s remarks have sparked discussions within the entertainment industry, with actors and fans debating the role of social media in contemporary film promotion.