NFA moves to expand market for local films

The National Film Authority (NFA) has introduced the Cinema Train Initiative to broaden access to cinema nationwide and offer filmmakers improved opportunities to showcase and monetize their creations. The project aims to bridge the divide between film production and exhibition by unifying producers, distributors, exhibitors, and viewers on a unified digital platform.

Speaking at the launch in Accra, NFA CEO Ms. Kafui Danku highlighted that restricted access to cinema facilities and exhibition venues continues to obstruct many Ghanaian filmmakers from reaching larger audiences. She pointed out that several communities face limited possibilities to view films on the big screen, while filmmakers grapple with finding dependable venues to exhibit their productions.

"We cannot establish a sustainable film industry if we produce films without establishing routes for people to view them," Ms. Danku emphasized. Ms. Danku revealed that the initiative had been crafted in collaboration with crucial industry stakeholders to reinvigorate Ghana's cinema culture and fortify commercial ties among industry participants.

She stated that the digital platform would allow viewers to discover film screenings across Ghana and purchase tickets, as well as generate income streams for filmmakers and exhibitors from their productions. Additionally, the initiative is anticipated to draw investment, generate employment, and bolster businesses within the creative economy.

Ms. Danku urged filmmakers and other industry stakeholders to contribute their knowledge, insights, and resources to ensure the initiative's success. Board Chairman of the NFA, Mr. Ivan Quashigah, stated that the authority is aiming for a minimum of one percent of Ghana's population to watch locally produced films as part of their strategy to expand audiences and bolster the film sector.

He stressed that if every Ghanaian film attracted at least one percent of the country's populace, filmmakers would reap greater returns, enabling them to produce more films and enhance their quality to draw larger audiences both locally and internationally. Mr. Quashigah characterized the Cinema Train Initiative as the instrument through which the authority intends to attain this goal, emphasizing that the expansion of the film industry hinges significantly on widening its audience base.

He explained that making films readily accessible and encouraging viewers to pay to watch them would ensure the flow of revenue throughout the industry, benefiting producers, exhibitors, distributors, actors, and thousands of young individuals whose livelihoods depend on the sector.