by Judith Andrew
A few days ago, shouts of “Congratulations” and “Happy married life” rent the social media air following reports that Nollywood actress Etinosa Idemudia has wedded her Caucasian lover. The reports came after the Edo-born actress took to Instagram on Wednesday to share a video of herself and a white man with the caption, “I don carry my 2 left leg enter new relationship.”
On Thursday, she posted a picture of herself in a wedding dress with the caption, “Perfect Dress for a Perfect Day 💖💫.”
In the midst of the congratulatory messages, however, the single mother of one shared the actual details behind the viral video and pictures.
Sharing a clip with a viral picture of her and her supposed lover at the registry, Etinosa wrote, “They thought the White Man is a Mugu but he will teach them a sweet lesson!!!! PERFECT CLIENT. The biggest HK AZAMAN movie ever made.”
In another post, she said, “Our New Movie Perfect Client drops on Friday. Please subscribe to ETINOSATV because our baby is coming ❤️ God bless you ❤️🎥 #etinosaTV #PerfectClient.”
What many thought was a real marriage turned out to be a scene from Etinosa Idemudia’s new movie project, ‘Perfect Client’.
Just like Etinosa Idemudia, Nollywood actors have been evolving creative ways to announce their movie projects and capture the attention of movie lovers.
In recent times, the Nigerian film industry has witnessed a shift in how projects are introduced to audiences with creative thrillers that blur the line between fiction and reality.
Before Etinosa Idemudia, Nollywood stars Bimbo Ademoye, Timini Egbuson, and Ini Edo had adopted ingenious methods to announce their new releases, sparking widespread conversation and engagement on social media.
The announcement of the film “Last Straw” on Bimbo Ademoye’s Tv, featuring Bimbo Ademoye, Timini Egbuson and Shaffy Bello created a viral sensation that perfectly captured the essence of Nollywood’s evolving marketing tactics. In August 2024, the two actors, both known for their roles in Nollywood dramas and comedies, sent shockwaves across social media when they shared a series of posts on Instagram saying, “We made a baby and we are ready to show it to our friends, family and fans all over the world.”
The posts came as a surprise to fans and entertainment observers, as neither actor had previously hinted at a romantic relationship.
Days later, it was revealed that the entire baby announcement was a publicity stunt for their upcoming film, “Last Straw”. The movie centred around Morenike, the sole heir to her mother Regina’s marketing empire, who falls in love with and marries Laolu, a talented horticulturist from a humble background who had developed a groundbreaking App. Regina disapproves of Laolu, often reminding Morenike of her displeasure with his social status. Despite Regina’s constant disapproval, Morenike is determined to stand by her husband. As Regina’s criticisms intensify, Laolu’s patience begins to wear thin threatening the peace in their relationship.
Not to be outdone, Nollywood star Ini Edo upped the ante with her innovative approach to promoting the latest film she starred in, “My Fairytale Wedding”. Ini Edo is no stranger to the spotlight, but in 2024, she took social media by storm when she appeared to announce her wedding plans, complete with dazzling photos that seemed straight out of a glossy magazine spread.
In early September 2024, her Instagram exploded with pictures of what looked like her preparing for her wedding. Her fans immediately assumed it was a real deal. However, it was revealed that the photos were promotional stills from “My Fairytale Wedding”, a new romantic comedy she starred in. The clever misdirection worked, as it drew immense attention to the project before the actual film was even mentioned. The success of this tactic lay in the carefully curated illusion of a real life wedding, harnessing the power of social media and the celebrity culture in Nollywood to build anticipation.
These innovative stunts speak to a larger trend in Nollywood, where filmmakers and actors are increasingly adopting disruptive marketing strategies to stand out in a saturated market. Social media, with its massive reach, offers a platform where film announcements can go viral within hours, helping to spark conversations and intrigue.
In a world where entertainment news is consumed instantly, the element of surprise has become a powerful tool. By merging the personal lives of actors with the storylines of their films, Nollywood filmmakers are capitalizing on the innate curiosity of fans who feel a personal connection to their favourite stars. This tactic not only generates buzz for the movie but also ensures that it stays top of mind for audiences eager to see how the storyline plays out.
As Nollywood continues to grow and compete on the global stage, these examples represent a shift in how the industry approaches film marketing. Gone are the days when a simple movie trailer or poster was enough to create a buzz. Today, filmmakers and actors are leveraging their social media presence, creating viral moments that tie in seamlessly with their projects.
The creative marketing stunts pulled off by Bimbo Ademoye, Timini Egbuson, and Ini Edo reflect a larger trend within the entertainment industry, the blending of personal celebrity narratives with the fictional worlds they create on screen. As more filmmakers explore these innovative promotional strategies, it’s clear that Nollywood is not only evolving in the quality of its films but also in how those films are presented to the world.
As demonstrated by the viral announcements of “Last Straw” and “My Fairytale Wedding”, Nollywood is entering an era of highly creative marketing, where actors and filmmakers are blending reality with fiction to craft captivating narratives even before the films hit the screen. Whether through baby captions or fairytale weddings, these inventive thrillers and posts reflect the ever-changing landscape of the Nigerian entertainment industry where innovation is the key to staying relevant and making an impact. The future of Nollywood film promotion is without a doubt looking brighter and much more exciting.
