James Gardiner calls on Ghanaians to give local films stronger support

James Gardiner has urged Ghanaians to support locally produced films more deliberately, saying the country’s population should not limit the commercial prospects of its film industry.

The actor and Deputy Executive Secretary of the National Film Authority said a well-made Ghanaian film could attract audiences beyond the country, regardless of its population size. He also identified strong audience backing and a healthy production environment as important conditions for the industry’s growth.

Speaking on Joy FM’s Showbiz A-Z with arts and culture journalist Kwame Dadzie, Gardiner said local productions should be judged with greater appreciation for the work involved in making them.

He argued that some Ghanaians examined home-grown films more critically than foreign productions. In his view, some viewers watched Ghanaian movies mainly to find faults, rather than recognising the effort behind the production.

Gardiner said audiences needed to attach greater value to films made in Ghana and give local filmmakers the support required to develop the industry.

Actress Yvonne Okoro, who also appeared on the programme, expressed similar concerns about the difficulties facing producers and other filmmakers.

Okoro said producers were working hard to keep their businesses operating but often encountered criticism instead of the support needed to sustain their work. She also maintained that some Ghanaians were more prepared to enjoy foreign films, even when their quality was questionable, while applying stricter standards to productions made locally.

The comments come as the National Film Authority continues efforts to strengthen Ghana’s film sector through a number of industry initiatives.

Among them is the Film Development Fund, which is designed to provide support across several areas, including film development, production, distribution and marketing. The fund also covers training and cinema infrastructure.

The Authority has additionally engaged people working in the sector through the National Film Dialogue. It has supported efforts to widen access to film education and increase screenings across the country.

Gardiner’s comments focused on the relationship between audience behaviour and the industry’s ability to grow. He said greater public support, combined with the right production conditions, would help Ghanaian films reach wider markets.

His argument was that the size of Ghana’s domestic audience should not be treated as a measure of the potential value or reach of its films. Instead, stronger backing for local productions could help create the conditions for Ghanaian filmmakers to build sustainable careers and for their work to find audiences outside the country.