Renowned Ghanaian comedian, broadcaster, and filmmaker Kwaku Sintim Misa, popularly known as KSM, has shed light on the core challenges affecting the growth of Ghana’s film industry.
Speaking on The Career program on Joy Learning TV and Joy News, KSM commended the wealth of talent and creativity in Ghana but emphasized the absence of a strong industry structure.
“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,” he remarked. According to KSM, while Ghana has the necessary human and creative resources, it lacks the systemic blueprint needed for sustainable growth.
KSM explained that some Ghanaian producers have figured out how to navigate the system successfully. However, the majority are still grappling with fundamental challenges, particularly in terms of distribution infrastructure and long-term investment in film production.
“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,” he noted.
Comparing Ghana’s situation with Nigeria’s Nollywood, KSM pointed out that Nigeria has benefited from a longer period of experience in filmmaking. That consistent exposure has enabled them to refine both their production quality and distribution models.
“Nigerians have had a longer time of being exposed to making films. And the more they make them, the more they get better. Eventually, you realize you’ve developed a system that works for you,” he said.
In Ghana, however, KSM observed that film producers often operate in silos—struggling to raise funds, pay production costs, and then face another uphill task of marketing and distributing the film. This fragmented approach, he said, lacks the foundation for industry-wide growth.
“Somebody will hustle to make money, then hustle to pay for the film… and now hustle again just to distribute the film. There are no proper distribution outlets,” he lamented.
Reflecting on earlier years, KSM recalled when CDs and DVDs served as the main distribution channels. Producers had to mount promotional floats and physically sell discs on the streets—an effort that, while commendable, didn’t constitute a sustainable system.
“Selling CDs on the street is not a distribution strategy. The recipe is not working,” he emphasized.
Despite these systemic challenges, KSM applauded filmmakers who manage to bring their works to cinemas. Yet he lamented that the lack of a synchronized national distribution network makes it difficult for films to gain nationwide reach. A film might premiere in Accra, but its showing in Kumasi or Takoradi requires separate negotiations and arrangements, stalling momentum and reach.
KSM reiterated that Ghana’s film industry has potential—but until it develops a cohesive, nationwide system that supports production, promotion, and distribution, the industry will continue to struggle.
