Movie producers should have collaborated with Kumawood - Nana Poku Ashis on stagnant movie industry

Renowned Ghanaian producer, Nana Poku Ashis, has blamed the struggling movie industry on the poor efforts of producers to promote their movies.

Speaking in an interview with Hitz FM on July 18, 2024, he pointed out the missed opportunities for collaboration between the Accra-based movie studios and the Kumasi-based movie studios, also known as Kumawood.

He highlighted that while Kumawood, led by figures like Agya Koo, was thriving, the elite in Accra were more focused on emulating the Nigerian style of filmmaking. This, he believes, led to a divide.

“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.

He pointed out that movie producers globally take their films on tour, promoting them in various locations. However, in Ghana, the trend has been to launch films at places like Accra Mall, followed by a lack of further promotion.

He suggested a return to traditional promotional methods, such as touring rural areas and engaging directly with communities, similar to political campaigns.

“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 revive their promotional strategies and recognise the untapped potential within Ghana, rather than solely aiming for the larger Nigerian market.

ID/NOQ

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