Ghanaian actor and Deputy Executive Secretary of the National Film Authority (NFA), James Gardiner, has expressed concern over the lack of local support for the Ghanaian film industry. According to him, Ghanaians’ preference for foreign content is a major obstacle to the growth and appreciation of local movies.

Appearing on TV3’s The Afternoon Show on Thursday, June 5, 2025, Gardiner explained that inadequate patronage through streaming, viewership, and ticket sales has significantly contributed to the industry’s decline.

“In Ghana because we don’t have the numbers, the problem with support is everywhere, I get it but ratio wise, Ghanaians don’t really like to support, I say this in every interview I do,” Gardiner said.

He noted that even when Ghanaian filmmakers produce high-quality content, the audience response remains underwhelming. Gardiner attributed this trend to a misplaced sense of value, where anything produced outside the country is often deemed superior.

“We’ve placed so much in foreign value and when I say foreign, I’m not even talking about America or Canada, it could be just outside of Ghana. We belittle our very own meanwhile when we go to these places that we are placing so much value on; they also hail us,” he said.
“I feel like people still haven’t given Ghanaian producers the second chance,” the actor added.

Gardiner also drew comparisons with Nigeria’s thriving film industry, highlighting how strong local support and higher viewership numbers there contribute to commercial success.

“Nigeria is way more advanced; I’m not even going to lie. Their numbers play a very huge role when it comes to the commercial side. There’s a business side of filmmaking not just the passion. If it’s for passion then you just do and not care what numbers you will get.
But in Nigeria because they have the traction, once they use the right tools, the kind of money that they make from these films is so huge that they can afford the next two major projects,” Gardiner explained.

Looking ahead, Gardiner emphasized that the NFA is working on several initiatives aimed at restructuring and revitalizing the industry to ensure sustainable growth and broader audience engagement.