Fiifi Coleman: Untrained People Collapsed the Movie Industry

Actor and director Fiifi Coleman has identified key factors behind the decline of Ghana’s movie industry.

Speaking in an interview, he blamed the adoption of foreign cultures and the failure to tell authentic African stories.

According to Coleman, the influx of untrained individuals into the industry compromised quality production.

“At a point, people saw filmmaking as profitable, so everyone became a cameraman or soundman without proper training. This led to a decline in standards, with many round pegs in square holes,” he stated.

He also criticized the industry’s over reliance on foreign storytelling, which diluted Ghanaian cultural representation.

“Storytelling became imitation, and foreign cultures began influencing our content,” he said.

Another major challenge, he noted, was the lack of proper distribution channels. After production, many filmmakers struggled to get their movies to audiences, discouraging producers and stakeholders.

“In the same period, we lost our distribution network. After shooting, where to sell or showcase the movies became a major issue. Many industry players became frustrated and left,” Coleman lamented.

He stressed that these challenges created a vacuum, leading to the industry’s stagnation. However, he believes with proper training, original storytelling, and a structured distribution system, the Ghanaian movie industry can be revived.