Ghanaian producer Nana Poku Ashis has criticized the local film industry for its struggles, blaming ineffective promotion strategies by producers.
In an interview on Hitz FM on July 18, 2024, Ashis pointed out the missed opportunities for collaboration between Accra-based studios and Kumasi’s Kumawood film industry.
He noted that while Kumawood, led by Agya Koo, enjoyed success, filmmakers in Accra chose to follow the Nigerian film style, leading to a separation.
“Agya Koo and the Kumawood people sprung up and it was big, but our people in Accra did not tap into it. They should have tapped into that side when it was really booming. Accra and the other places that were elite had jumped on the Nigerian style of movies. But not everybody wants to be as flashy or wants to be elite. So, the Agya Koo thems were doing it and our people sat back and started hurling all sorts of words at them.
“There should have been a merger. A few of them tried doing it. I saw Van Vicker and the rest of them moving into that space. We should have actually taken advantage of those Kumawood people. By now, I’m sure a lot of them will not be complaining of what they are complaining of now,” he said.
Ashis argued that Accra’s filmmakers overlooked the chance to merge with the flourishing Kumawood scene.
Instead of embracing this successful model, they critiqued it and focused on the Nigerian approach.
He also called for a return to traditional promotional methods, suggesting that filmmakers should tour rural areas and engage directly with communities.
“Movie producers worldwide take their movies on tour. They move from one cinema to another, you know, but here the person launches at Accra Mall. They want to wear fine clothes and go and stand there. After that, everybody goes to sleep.
“We should go back to the ways of promoting, back in the days, the way we used to promote our movies, by going to the villages doing the concert style.
“Take it to the rural areas, create a movie and have a plan. Why are you limiting yourself thinking that the whole thing is in Accra? That is the problem. Be closer like the politicians do when they are campaigning for votes. Go and let the people know that they are here to premiere their movie and they are in town, do a radio station tour, do an activation at the market. Do you think that people will not troop in to watch their video?” he said.
Ashis emphasized that a more active promotion strategy, akin to political campaigns, could help generate more interest and support for local films, rather than relying on limited events at locations like Accra Mall.