Selassie Ibrahim, founder of the REFFA Awards, attributes Ghana's film industry struggles to a lack of support from local audiences rather than marketing issues. In an interview with Kwame Dadzie on Joy FM's Showbiz A-Z, Ibrahim stated that many Ghanaians dismiss local films as "not good enough" without giving them a chance. This habit, she believes, is crippling the industry more than any marketing shortcomings. Ibrahim's observation is that Ghanaians often consider local content inferior without taking the time to appreciate potential improvements.
Ibrahim contrasted Ghana's situation with Nigeria, where audiences enthusiastically support their local film industry despite quality concerns. She noted that Nigerians prioritize patronizing their own content, even on DStv. In Nigeria, where she lives and frequently works, Ibrahim observed that audiences rally behind local productions, whereas in Ghana, the opposite is often true. This disparity highlights a significant difference in how local content is received and supported in the two countries.
Ibrahim appealed to Ghanaians to support local cinema by watching and encouraging local movies. She emphasized that box office support is crucial for producers to stay in business. If filmmakers cannot recover their initial investment, they struggle to produce more content. This cycle of poor returns forces producers to cut corners, ultimately affecting the quality of films. Ibrahim insisted that the problem lies not with the talent or storytelling ability of Ghanaian filmmakers but with the lack of consistent practice due to funding gaps.
According to Ibrahim, the funding gap prevents filmmakers from producing high-quality content regularly. She explained that when filmmakers are not producing regularly, they lose their sharpness, much like actors, scriptwriters, or drivers who stop practicing. Ibrahim also acknowledged that filmmakers themselves share some blame for the industry's struggles, calling for better business discipline across the sector. She advocated for a collective effort between filmmakers, investors, and the Ghanaian public to address these challenges.
Ibrahim's comments are supported by recent remarks from Nollywood star Funke Akindele, who described filming her project at Ghana's Safari Valley Resort as her costliest shoot yet. This contrast highlights a situation where Ghana attracts major Nigerian productions and their spending, yet homegrown films struggle to find a local audience willing to watch them. Ghana's film industry appears to be struggling with a paradox: it can host international productions but fails to sell its own stories to local audiences.
The lack of support for local films has significant implications for the industry's growth and development. Ibrahim stressed that Ghanaians need to start watching and appreciating local content to help the industry thrive. By doing so, audiences can encourage producers to create more high-quality films, ultimately elevating the standard of Ghanaian cinema. This, in turn, requires a shift in audience perception and behavior, as well as improved business practices within the industry.
The conversation around Ghana's film industry highlights the need for a multifaceted approach to address its challenges. Ibrahim's call to action emphasizes the importance of collective responsibility among filmmakers, investors, and audiences. By working together, stakeholders can help create a more sustainable and thriving film industry in Ghana. Key to this effort is changing audience attitudes and behaviors, encouraging Ghanaians to support local cinema and, in turn, enabling producers to invest in higher-quality productions.
Key points
- Ghanaians' apathy towards local films is a major contributor to the industry's struggles.
- The lack of consistent practice due to funding gaps affects the quality of Ghanaian films.
- Collective effort is required from filmmakers, investors, and audiences to address the industry's challenges.
