The Ghanaian film industry, while possessing immense potential, currently grapples with challenges concerning the quality and distribution of its productions. Actress Gloria Sarfo has voiced her concerns regarding the indiscriminate release of films in cinemas, arguing that not every production merits a theatrical experience. This sentiment underscores a critical issue within the industry: the lack of a robust framework to differentiate between content suitable for cinematic release versus platforms like YouTube or streaming services. This ambiguity, she contends, negatively impacts the overall perception of Ghanaian cinema and hinders its ability to compete on the international stage.
Sarfo draws a comparison with Nigeria’s more structured approach, where filmmakers clearly delineate between content destined for different platforms. This strategic differentiation allows Nigerian cinema to maintain a higher standard for theatrical releases, ensuring audiences anticipate a certain level of quality. Simultaneously, it allows for a wider range of content creation, catering to diverse tastes and preferences through online platforms. This dual-pronged approach not only elevates the image of Nollywood but also fosters a more sustainable and dynamic industry. By emulating this model, Ghana could potentially address the current predicament of subpar films flooding cinemas, diluting the overall cinematic experience.
The absence of clear guidelines and quality control mechanisms within the Ghanaian film industry creates a scenario where films of varying caliber compete for the same limited theatrical space. This not only confuses audiences but also devalues the cinematic experience. When films primarily intended for online viewing are showcased in cinemas, it undermines the perceived value of theatrical releases and potentially discourages audiences from patronizing them. This, in turn, affects the revenue generation potential of the industry and discourages investment in higher quality productions. A more selective approach to theatrical releases would not only elevate the standards of Ghanaian cinema but also create a more sustainable business model.
Sarfo’s concerns highlight a broader issue of lacking infrastructure and established protocols within the Ghanaian film industry. The absence of a governing body or a standardized system for evaluating and classifying films contributes to the current chaotic landscape. This lack of structure hinders the industry’s ability to implement quality control measures and makes it difficult to identify and nurture talent. The establishment of a regulatory framework, coupled with investment in training and development programs, is crucial for fostering a more professional and competitive industry.
The current practice of releasing films indiscriminately also impacts Ghana’s ability to gain international recognition and compete on a global scale. International film festivals and distributors often prioritize quality and originality. When Ghanaian films of varying standards are presented without a clear distinction, it creates a negative perception of the industry’s overall output. This perception hinders the chances of Ghanaian films being selected for prestigious festivals or securing international distribution deals, limiting their exposure to a wider audience.
Ultimately, the Ghanaian film industry stands to benefit significantly from adopting a more structured approach to film distribution. By implementing a system similar to Nigeria’s, where films are strategically allocated to appropriate platforms based on their quality and target audience, Ghana can cultivate a more vibrant and competitive cinematic landscape. This would not only elevate the standards of Ghanaian films but also enhance its international standing and create a more sustainable and profitable industry for all stakeholders. The implementation of clear guidelines, coupled with investment in training and development, is essential for ensuring that Ghanaian cinema reaches its full potential and gains the recognition it deserves.
