James Gardiner: Ghanaians Don’t Support Their Own Movies

Ghanaian actor and Deputy Executive Secretary of the National Film Authority (NFA), James Gardiner, says one of the biggest challenges facing Ghana’s movie industry is the lack of support from Ghanaians themselves.

Speaking on TV3’s The Afternoon Show on Thursday, June 5, 2025, Gardiner said Ghanaians place more value on foreign movies than local ones. He explained that this attitude makes it hard for Ghanaian films to grow and be appreciated.

According to him, even though some quality movies have been produced in Ghana, people still choose to ignore them. He believes this is one of the main reasons the local industry is struggling.

“In Ghana, support is a problem. I know support is hard to come by in many places, but when you look at the numbers, Ghanaians don’t really like to support their own. I say this in every interview,” he said.

He added, “We put so much value on foreign content—and I don’t even mean just American or Canadian movies. Even content from outside Ghana gets more attention. We look down on our own productions. Yet, when we travel to those same places, people admire our work.”

Gardiner also said he feels Ghanaian producers have not been given a fair second chance by local audiences.

Comparing Ghana’s film industry to Nigeria’s, he said the difference is clear. “Nigeria is far ahead. Their numbers make a big difference, especially when it comes to making money. Filmmaking isn’t just about passion—it’s also business. If it’s just passion, you can make a film and not care about profits.”

He explained that Nigeria’s large audience and strong local support help producers there make good money. This allows them to fund even bigger projects in the future.

Gardiner ended by mentioning that the National Film Authority is working on plans to improve the structure of Ghana’s movie industry and encourage better support and professionalism.