Dancing Alone Won’t Sell Movies, Nollywood Needs Real Promotion By Kamal Rahman



Nollywood has come a long way in production quality, storytelling, and global recognition. Today, filmmakers spend millions creating world-class blockbusters, but one major problem continues to hold the industry back, lack of serious promotion.


After investing heavily in making a film, many producers often neglect marketing and instead reduce promotion to social media trends most commonly, dancing challenges. While entertaining, this strategy alone cannot carry a film to success.


Promotion is not an optional add-on; it is the bridge between a film and its audience. Without aggressive marketing, even the best movies risk going unseen. Hollywood understands this, often matching or even exceeding production budgets with promotional spending.


When Nollywood movies underperform despite good production, it’s usually because the audience simply didn’t hear enough about them. Relying solely on influencers dancing on TikTok or Instagram fails to reach the wider, paying audience in cinemas or streaming platforms.


Dancing challenges are fun, but they should only be part of a larger promotional mix and not the whole strategy. Nollywood needs teaser campaigns, billboard ads, radio and TV tours, influencer marketing, vox pops, merchandise, and creative engagement strategies that sustain buzz before and after release.


Nollywood must prioritize marketing budgets the same way they prioritize production. Spending millions to make a movie but only pennies to promote it is a wasted effort. If the industry wants to compete globally, it must stop relying on dances alone and start selling stories through strategic, large-scale promotion.


Because the truth is: a great film that no one knows about is no better than a film never made.

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