Nollywood star Iyabo Ojo has recently chimed in on the current discussion surrounding film producers who dance and create skits to advertise their movies. She emphasized that times have evolved, and one must adapt or risk being left behind.
In a video shared on her Instagram profile, certain filmmakers have gained attention for employing unorthodox techniques to generate excitement about their films. She clearly wasn’t messing around either.
“As long as I’ve been part of the Yoruba film industry, this has been occurring,” she stated. “The sole variation lies in the approach we utilize for it.” In Iyabo’s view, marketing isn’t novel; it has simply turned digital.
She took us down memory lane, recalling those early days of Nollywood when filmmakers had to promote their movies manually. “We would stand at the entrances of the National Theatre, beat drums, dance, sing traditional songs, all to attract people to see our films.” Picture an elaborate procession solely for gaining attention for a movie. That’s true dedication.
She proceeded to describe how producers would travel through several cities—such as Ibadan, Osogbo, Akure, and Ilorin—to spread the message. “Occasionally, we embark on tours where we visit these places,” she remembered. “We start with Ibadan, then head over to Osogbo. Next, we move on to Akure. Afterward, we proceed to Ekiti before finishing up in Ilorin.”
This entire endeavor is merely aimed at drawing crowds back to movie theatres. She explains that compared to earlier times, producing content and performing dances for social platforms is much simpler.
She stated, ‘You can’t release a film and simply show it at the cinema expecting people to flock to see it,’ highlighting the outdated approach of relying on passive promotion. Given our media-overloaded environment with an audience whose focus doesn’t last longer than a TikTok clip, Iyabo emphasizes the importance of going above and beyond to grab attention.
Her valuable piece of advice was: “Given that Coca-Cola continues to air advertisements for their products one after another, I question why neither I nor anyone else should be prohibited from using any means to promote our ads and increase visibility.”
Iyabo also stressed that “not everyone has to participate.” However, if this is something you enjoy, dive right in. Otherwise, “focus on acting,” she suggests. “This is precisely why you chose to be an actor or an artist.”
To sum up, don’t stress over appearing unserious. Regardless of whether you’re dancing, making skits, or even putting up your own billboard in your local area, do whatever it takes to attract an audience.
As Iyabo put it, “You have to keep advertising all the time.”
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