Risky Job: Ajakaju offers lessons on how not to promote a film
The Beast of the Two Worlds, or AJAKAJU, produced by Eniola Ajao, is the latest in the long list of movies with disaster-class publicity stunts.
In the infamous list are examples such as Merry Men 3 by Ayo Makun, Tiwa Savage’s Water and Garri, The Ghost and the Tout Too by Toyin Abraham, and A Belfast Story by Nathan Todd, among many others.
But publicity stunts aren’t exclusive to the movie industry alone.
They are a common strategy across various industries, from music and sports to fashion and education.
Ideally, they grab public attention and secure media coverage for individuals, brands, or projects. However, like any marketing strategy, they can be a double-edged sword.
They can either make or mar the acceptability, virality, and visibility of a project or the ultimate disapproval and outright rejection of it.
Miscalculated PR stunts
Ayo Makun’s decision to seemingly unfollow his wife on Instagram to promote “Merry Men 3” backfired spectacularly.
It turned out that the social media frenzy surrounding a potential breakup overshadowed the movie itself.
Similarly, Toyin Abraham’s body-shaming stunt targeting colleague Mercy Aigbe for “The Ghost and the Tout Too” was also viewed in a bad light; thus generating negative publicity instead of excitement for the film. These examples illustrate how inattention to detail can turn a publicity stunt into a disaster.
Ajakaju defies the odds
Eniola Ajao’s “Ajakaju” provides a surprising case study. The film’s initial publicity stunt involved awarding crossdresser Bobrisky “Best Dressed” in the Female Category at the premiere, sparking outrage. Social media erupted in criticism, with musician Portable even releasing a diss track aimed at Bobrisky.
Despite the controversy, “Ajakaju” defied expectations. It achieved the highest opening day for a 2024 release, grossing a staggering N16 million.
The film continued its success, becoming the highest-grossing film of the weekend (N63.2 million) and the highest-grossing indigenous film premiere ever.
However, the initial misstep with the Bobrisky Award illustrates the potential pitfalls of publicity stunts.
As experts noted, when building a PR stunt strategy, incorporating thorough media monitoring is essential to gauge public reactions, identify potential risks, and adapt strategies in real time for a prosperous and well-informed execution.
While the ‘Risky’ path taken by Ajakaju has surprisingly led to commercial success, many other movies or projects have not been so lucky after getting their PR strategy wrong.
The losses accrued in some of these bad cases have taken years before they were offset.
Unfortunately, some even went completely broke after getting their PR strategies wrong.
Truly, publicity stunts can generate buzz, however, meticulous planning and awareness of potential backlash are crucial for maximizing their effectiveness.
