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James Gardiner calls for local audience support to boost Ghanaian film success

James Gardiner, a prominent Ghanaian actor and the Deputy Executive Secretary of the National Film Authority (NFA), has emphasized that the success of the country’s film industry depends on local audience appreciation rather than population size. Speaking on the commercial viability of Ghanaian cinema, Gardiner argued that internal support is the primary catalyst needed to push local productions onto the global stage. He urged Ghanaians to champion domestic films, asserting that a high-quality production backed by a loyal local base will naturally find its way to international markets. Gardiner expressed concern over the tendency of local viewers to be overly critical of domestic productions. He maintained that while technical standards are important, the focus should remain on the production process and the creative value of the stories being told. "If a film is good, it will travel," Gardiner stated, suggesting that the resonance of a film's message and the enthusiasm of its home audience are more significant indicators of success than the total number of potential viewers within the country. Supporting these views, actress Yvonne Okoro noted a disparity in how Ghanaians perceive local versus foreign content. She observed that local audiences often subject Ghanaian films to a higher level of scrutiny and criticism compared to foreign productions, which are sometimes embraced even when they are of lower quality. This cultural bias, she suggested, hinders the growth of the industry by discouraging local investment and participation in the cinematic arts. To address these challenges, the National Film Authority is working to strengthen the industry's foundations through various initiatives. These include the establishment of the Film Development Fund and increased engagement with industry stakeholders to create a more robust ecosystem for filmmakers. By fostering a culture of appreciation and providing financial support, the NFA aims to ensure that Ghanaian films can compete effectively in the global entertainment landscape.