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Celebrities and filmmakers depend on hype and PR stunts to grow their brands and project their films. ‘Ajakaju’ is just one example of a troubling trend sweeping through Nollywood, where the line between genuine promotion and gratuitous publicity stunts grows increasingly blurred. However, while initially effective as a marketing tactic, its impact is waning, often backfiring as the focus shifts away from the movie itself.During its release, AY and his wife, Mabel, unfollowed each other on Instagram, fueling rumours of marital trouble. Mabel also dropped some cryptic posts that further confused her followers.
The movie, which premiered in Lagos State last Sunday, garnered several Nigerian celebrities, each flaunting mysterious and attention-grabbing attire. Toyin Abraham, Iyabo Ojo, Denrele Edun, and Femi Adebayo were among them.Here is where the bait for the public stunt was set; amongst the several guests at the movie review, an award was set for the best-dressed guest, the best male and the best female.
However, the ongoing feud between singer Portable and Bobrisky escalated to new heights, with Portable releasing a diss track titled ‘Brotherhood’ that mercilessly mocks the controversial crossdresser. Firstly, when promoting art, whether music, books, movies, or any other creative work, it is essential to select a celebrity carefully.Afterwards, incorporate their personality around the film to avoid negative repercussions, especially if the celebrity has a controversial image or a history of scandals.
When this happens, the integrity and authenticity of the art can be compromised, leading to a disconnect between the audience and the work itself. Although it can be tempting to consider ambitious or controversial publicity stunts to gain attention for a movie, it’s essential to remember that what may seem like a great idea on paper can be a disaster in reality.
However, the saying ‘any publicity is good publicity’ or ‘there’s no such thing as bad publicity’ often emphasises that something should receive bad publicity rather than no publicity. This has become the case for the movie ‘Ajakaju: The Beast of Two Worlds’.
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