KSM, a name synonymous with insightful commentary and influential contributions to Ghanaian entertainment, recently shared his perspective on the Ghanaian film industry. Speaking on “The Career” program on Joy Learning TV and Joy News, KSM highlighted the untapped potential within the Ghanaian film industry, an industry brimming with talent and resources, yet struggling to achieve its full potential. According to KSM, while Ghana possesses the essential ingredients for a thriving cinematic landscape, it lacks the necessary structural framework, particularly in film distribution, to truly flourish.

Ghana’s Film Industry: A Recipe Missing Key Ingredients

KSM uses an analogy of needing the right “recipe” to succeed in the Ghana film industry. “In Ghana, our film industry is amazing. We have all the ingredients for a great film industry, but I don’t think we have the recipe right yet,” KSM stated, emphasizing that although the raw materials are present, a critical element is missing. This missing ingredient, as he suggests, relates to systemic issues within film distribution and overall industry structure. While some Ghanaian film producers have managed to carve out successful paths, the majority continue to grapple with significant hurdles.

“We have some segments of Ghanaians who now have the recipe, but for the most part, that’s what we have struggled with in the industry,” KSM added, acknowledging the pockets of success while underlining the widespread challenges affecting the Ghana film industry.

Comparing Ghana to Nigeria: A Matter of Time and Experience

KSM drew a comparison between the film industries of Ghana and Nigeria, pointing out that Ghana’s film sector is still in a developmental phase. Nigeria, with its longer history and greater exposure, boasts a more established industry. “Unfortunately, it is still a growing industry. We can’t compare the film industry in Ghana to that of Nigeria. The Nigerians have had a longer time of being exposed to making films. And the more they make them, the more they get better. The more they produce, the more they devise ways of distributing them. Eventually, you realize you’ve developed a system that works for you,” KSM explained.

Nollywood, Nigeria’s film industry, has benefitted from years of refining its production and film distribution systems, creating a robust network that supports continuous growth and broader reach. Ghana is still working towards establishing such a system.

The Distribution Problem: From CDs to Cinema Struggles

A central issue identified by KSM is the persistent challenge of film distribution in Ghana. He emphasized that the lack of a solid, sustainable film distribution system poses a significant obstacle for Ghanaian filmmakers. “Somebody will hustle to make money, then hustle to pay for the film. And after paying for the film, the actors, and everyone else involved, they now have to hustle again just to distribute the film. There are no proper distribution outlets,” KSM lamented, highlighting the immense effort required to navigate the distribution landscape.

KSM described the era when films were primarily sold on CDs and DVDs, often relying on street marketing tactics. “It got to a point where, when you made a film in Ghana, it went straight to CD. Even before DVDs, there were CDs. To sell the film, you had to mount a float and sell the CDs. This is not a film distribution system. The recipe is not working,” he recounted, illustrating the makeshift solutions employed in the absence of a formal structure.

Even films that make it to cinemas often struggle to reach a wider audience due to limited cinema infrastructure. “We have some great filmmakers in Ghana. Even now, I know great films. In places with a developed system, once a film is released in one cinema, it is simultaneously shown in others, Accra, Kumasi, Takoradi, Sunyani, reaching over 200 cinemas at the same time. But in Ghana, because we don’t have a well-developed system, a film may premiere at Silverbird in Accra, and then the producers have to manually arrange for showings in Kumasi. That kind of model doesn’t support industry growth,” KSM explained, underscoring the need for a more streamlined and comprehensive film distribution network.

In summary, KSM’s analysis underscores the immense potential of the Ghanaian film industry while highlighting the critical need to address systemic challenges, particularly in film distribution. According to KSM’s insights, a more robust and organized system is essential to support the growth and sustainability of Ghanaian filmmakers and their work.

While the journey is ongoing, addressing the systemic challenges as outlined by KSM remains crucial for unlocking the full potential of Ghana’s vibrant film community.