The National Film Authority (NFA) has set a fresh direction for the year, prioritizing expanded funding opportunities for producers while also tackling long-standing distribution challenges at the core of its agenda.
Speaking in an interview with entertainment journalist Joseph Owusu Worae on March 25, the Deputy Executive Secretary of the NFA, James Gardiner, revealed that efforts are underway to secure increased financial support for filmmakers.
He acknowledged that limited access to funding continues to be a major barrier hindering growth within the industry.
Beyond financing, Gardiner highlighted distribution as a persistent challenge the NFA is determined to tackle.
He noted that conversations around improving film distribution began last year and are still ongoing, as the Authority works to create a more effective system that ensures Ghanaian films reach wider audiences.
The NFA is also grappling with a decline in cinema attendance, a trend Gardiner attributes partly to the quality and quantity of content available.
“The numbers when it comes to cinema-going have dropped, but we understand that if there is not enough value on screen, you can’t expect people to show up,” he explained.
In response, the Authority is adopting a bottom-up approach, focused on strengthening the foundations of the industry, from production quality to content development, with the aim of gradually rebuilding audience interest and confidence.
“We want to work our way from the bottom and get to the top,” Gardiner stated.
