Speaking in a recent interview on the Nollywood on Radio podcast, the actor pushed back against critics who have labeled the trend “unprofessional,” arguing that in the business of numbers, results matter more than rigid adherence to traditional decorum.
The method of using energetic dance videos and skits to drive box office numbers has become a flashpoint in Nollywood recently. Industry heavyweights like Kunle Afolayan and Mo Abudu have previously expressed reservations about the style, with Abudu noting she couldn’t promote her projects in the same manner as stars like Funke Akindele and Toyin Abraham. Similarly, actress Omotola Jalade-Ekeinde recently described the trend as “unprofessional.”
Nze, however, specifically addressed the criticism often directed at Funke Akindele, the box-office queen known for her high-energy promotional campaigns.
Having worked with Akindele on Everybody Loves Jenifa from late 2024 into 2025, Nze described her approach as a “comprehensive branding system” rather than just random dancing.
“First of all, I am going to state that you are not going to tell people how they promote their movies or push their work,” Nze said. “I worked with her… and I must say she is a hard worker.
“She puts in the work, and for her, it is not about dance. She puts in every tool she has to promote her work. If I know how to dance, do oratory, fashion, I will put it there.”
Nze emphasized that critics often focus on the viral dance clips while ignoring the broader strategy, which includes collaborations with top African stylists and major content creators. He argued that ignoring a method that clearly fills cinema seats would be foolish.
“It is only a fool who does the same thing over and over again and expects a different result. From the number of promotions she does, we can see the numbers she is able to get in the cinemas,” Nze added. “I believe if it is working, why not do it?”
His comments add a fresh perspective to a conversation that highlights the generational and stylistic divide in Nollywood marketing, balancing the prestige of the “art” with the reality of the “business.”
