Ghana’s film industry woes go beyond marketing – Selassie Ibrahim

Selassie Ibrahim, founder of the REFFA Awards, has called on Ghanaians to adopt a more positive attitude towards locally produced films. In an interview with Kwame Dadzie on Joy FM’s Showbiz A-Z, the filmmaker argued that the challenges facing Ghana's movie industry go beyond marketing. She pointed out that many Ghanaians dismiss local productions before even watching them, highlighting the need for a collective effort from both filmmakers and the public to revive the industry.

Ibrahim compared the Ghanaian audience's attitude towards local films with the support Nigerian audiences give to their own productions. She noted that Nigerians readily support local content, even on DStv, demonstrating a stronger commitment to their own productions. "In Ghana, however, the opposite is often the case," she pointed out.

The filmmaker urged Ghanaians to patronize local films, particularly those shown in cinemas, emphasizing that audience support is crucial for sustaining film production. "We are only pleading with Ghanaians to start watching our content. Go to the cinemas, watch our movies and encourage us to produce more," she said.

Selassie stressed that poor returns on film investments make it difficult for producers to fund subsequent projects and maintain quality production. Without financial support, filmmakers are forced to work with limited resources, risking the decline of Ghana's film industry. "You end up producing with whatever resources you have available, just to keep going," she explained.

While acknowledging the talent and storytelling ability of Ghanaian filmmakers, Ibrahim emphasized that sustained production requires financial and audience support. She stressed that if filmmakers do not receive the necessary backing, they may produce subpar content due to lack of experience and practice. "It is like acting, scriptwriting or driving; when you stop practising, you lose that sharpness," she noted.

Ibrahim appealed to the public for greater support, recognizing that filmmakers must also improve their business practices and take responsibility for the industry's growth. She stressed the need for filmmakers, investors, and the Ghanaian public to work together to address the challenges facing the country's film industry.