Renowned Ghanaian producer Nana Poku Ashis has criticized the struggling Ghanaian movie industry, attributing its difficulties to ineffective promotional strategies by producers.
In a recent interview with Hitz FM on July 18, 2024, Ashis expressed disappointment over the lack of collaboration between movie studios in Accra and Kumasi, the latter being home to the Kumawood film industry.
He noted that while Kumawood, spearheaded by figures like Agya Koo, had seen considerable success, Accra’s film elite seemed more interested in emulating Nigerian cinema, leading to a disconnect.
“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 missed a crucial opportunity to integrate with the thriving Kumawood scene when it was at its peak.
Instead, he observed a tendency to criticize Kumawood’s approach while ignoring the potential benefits of collaboration.
He emphasized the need for a revival of traditional promotional practices. According to Ashis, global film producers promote their movies through extensive tours, whereas in Ghana, launches are often limited to venues like Accra Mall, with minimal follow-up.
He proposed that filmmakers should return to grassroots promotion methods, such as touring rural areas and engaging directly with local communities, similar to political campaign strategies.
“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 urged filmmakers to broaden their promotional efforts and tap into Ghana’s diverse market, rather than focusing predominantly on the Nigerian film industry.