Prominent Ghanaian filmmaker Ivan Quashigah has urged movie producers in Ghana to conduct audience surveys before producing films, arguing that understanding viewers’ preferences is essential to improving the quality and success of local movies.
The award-winning director and CEO of Farmhouse Productions believes many Ghanaian films struggle because producers often create stories based on assumptions rather than actual audience interests.
According to Quashigah, research and audience engagement should be a key part of the filmmaking process. By gathering feedback from viewers, producers can better identify what themes, characters, and stories resonate with local audiences.
The filmmaker’s comments come at a time when Ghana’s movie industry is attempting to regain momentum and compete more effectively with international productions and Nollywood films.
Many stakeholders have expressed concern that some local movies fail to connect with audiences because they mimic foreign storytelling styles instead of reflecting authentic Ghanaian experiences.
Quashigah believes data-driven filmmaking could help the industry grow sustainably while improving audience loyalty.
His call for audience research has sparked discussions among producers, actors, and creative professionals who believe that understanding the market is crucial for the industry’s future.
Industry observers say such strategies could help Ghanaian films attract larger audiences both locally and internationally.
With government and private investors beginning to show renewed interest in the creative sector, experts believe adopting modern production strategies could lead to a revival of Ghanaian cinema.
As the film industry continues to evolve, voices like Quashigah’s highlight the need for innovation and strategic planning in African storytelling.
