While Ghanaians may consume Ghanaian content, the market does not place a significant premium on films showcasing the country's heritage.
The Film Producers Association of Ghana (FIPAG) President, James Aboagye, has shed light on the difficulties faced by Ghanaian filmmakers in promoting the country's cultural heritage through films. Speaking on Joy FM's Showbiz A-Z, Aboagye revealed that films centered around Ghana's heritage do not perform well in the film market, citing market realities and access challenges as key factors.
According to Aboagye, the primary concern for filmmakers is to secure private capital and ensure a profitable return on investment. Films that specifically focus on Ghana's heritage often struggle to meet these financial expectations. While Ghanaians may consume Ghanaian content, the market does not place a significant premium on films showcasing the country's heritage.
Aboagye did acknowledge that incorporating elements of Ghanaian culture, such as food and language, happens organically in films. However, purposefully designing storylines to promote Ghana's heritage requires a different approach.
One of the major hurdles faced by filmmakers is gaining access to heritage sites. Aboagye expressed concern over the challenges they encounter when attempting to film at these locations. Authorities responsible for these sites often frustrate filmmakers' efforts, making it difficult to fully tap into Ghana's heritage potential through film.
Furthermore, Aboagye highlighted the issue of exorbitant fees charged by some heritage sites. These fees, which need to be factored into filmmakers' budgets, sometimes hinder their ability to showcase Ghana's cultural richness. Additionally, he raised concerns about certain places, including Ghana Airport, requiring payment in foreign currency, particularly in dollars, despite being in Ghana.
The FIPAG President emphasized the need for a more supportive and collaborative approach from the authorities managing heritage sites. Instead of solely focusing on the revenue filmmakers generate, authorities should consider the marketing benefits and promotional value that featuring these sites in movies can bring.
Despite the challenges, Aboagye's remarks shed light on the aspirations of Ghanaian filmmakers to further promote and preserve the country's cultural heritage. It calls for a collective effort involving filmmakers, government entities, and heritage site authorities to create a conducive environment that facilitates the portrayal and celebration of Ghana's rich heritage through film.
As the Ghanaian film industry strives to strike a balance between financial viability and cultural preservation, it becomes evident that comprehensive solutions are needed. By addressing the market realities, facilitating access to heritage sites, and establishing fair pricing structures, Ghana can unlock the untapped potential of its cultural heritage and showcase it to the world through the medium of film.
Source : Tellusghana || Naa Lamley
