‘Times have changed’ — Nosa Rex tells Jalade-Ekeinde over dance-driven movie promotion

By Folashade Olorunfemi –

Nollywood actor Nosa Rex has weighed in on the ongoing debate over dancing as a tool for movie promotion, telling veteran actress Omotola Jalade-Ekeinde that “times have changed”.

In a video shared on his social media page, Nosa Rex expressed support for Jalade-Ekeinde’s view that dancing should not be a prerequisite for promoting films. He acknowledged that her position was valid, noting that actors did not rely on dance trends to market movies during the early years of her career.

However, the actor stressed that the industry has evolved, urging Jalade-Ekeinde to adapt to current promotional realities. According to him, “times have changed”, and filmmakers now need to embrace new strategies to reach audiences.

Nosa Rex explained that dancing helps to boost visibility and audience engagement, especially on social media. “In my opinion, you must not dance. But if you only talk to promote your movie, it won’t engage your audience. Dancing engages the audience, entertains them and sustains their interest; that’s how the algorithm works,” he said.

He cited the box office successes of Funke Akindele and Toyin Abraham as examples, encouraging other filmmakers to learn from their approach. “Funke Akindele has shown the path of dancing to sell movies; others should follow. Toyin Abraham looked funny when she started dancing, but now she has made billions. It’s not the dancing that brings the result, but the pattern successful people have followed,” he said.

The actor cautioned filmmakers against criticising the trend, insisting that results should speak for themselves. “Until you create your own pattern, do not judge the pattern that other people have followed,” he stated, adding that he would also promote his own film with dance if given the opportunity.

Nosa Rex further advised Jalade-Ekeinde to consult filmmakers who have successfully used dance-driven promotion ahead of her upcoming movie, Mother’s Love, which is scheduled for release in cinemas on March 6.

He revealed that he also featured in the film and would gladly dance to promote it, urging audiences to watch the movie regardless of the controversy surrounding its promotion.