PERHAPS, the Ghanaian film industry is at a crossroads, with filmmakers weighing the benefits and drawbacks of traditional cinema releases versus usi
PERHAPS, the Ghanaian film industry is at a crossroads, with filmmakers weighing the benefits and drawbacks of traditional cinema releases versus using global streaming giants such as Netflix.
Undoubtedly, Netflix has made significant inroads into the African market in recent years, offering a lucrative platform for filmmakers.
Being a global and giant streaming platform, Netflix has become the golden opportunity for African filmmakers to get their films easily to a global stage and audience.
However, headliner at the just-ended Africa Cinema Summit (ACS), British actor Idris Elba, admonished African filmmakers to look beyond Netflix and other global streaming platforms and rather conquer the African market.
The Beast of No Nation actor acknowledged that while such platforms are great for showcasing African content globally, true success lies in building local capacity and infrastructure.
He argued that inasmuch as African movie makers want to appeal to the international market, it was important they win the African market first.
His comments have raised relevant conversations on the distribution channels for African films, and in separate interviews with Graphic Showbiz on Tuesday, October 15, 2024, some Ghanaian filmmakers have shared their views.
According to Peter Sedufia, although his movies, Keteke, Sidechic Gang and Aloe Vera, have been shown on Netflix, he supports Idris Elba’s call for filmmakers to promote their works in Africa.
He explained that even though he’s had his films on Netflix, it wasn’t ideal and the best decision to make if you don’t really know how well to use that in your favour.
“I totally agree with Idris Elba and he is 100 per cent right on this. Often, I get many filmmakers asking me about how they can produce Netflix movies or get their works on the streaming platform and I always try to explain to them to rather promote their works in the cinemas,” he said.
Peter, who is the founder of OldFilm Productions, noted that it’s easier for filmmakers to plough back their production cost when they show their works in cinemas than on Netflix.
“Do you know that when you put your film on Netflix right after its release, it cannot be shown in the cinemas? However, provided it is good content, you can always get your film on Netflix after many years of being shown in theatres
“So, there’s no rush to get it on Netflix immediately after it’s released. Besides, Netflix will pay just half of the cost of the production when you can make more when the movie is shown in the theatres or cinemas,” he stated.
Meanwhile, Kumawood film producer Jackson K. Bentum blames the Ghanaian government for the challenges of Ghanaian filmmakers.
He pointed out that if they had strong and effective distribution channels, there would be no need for them to rush to Netflix.
“Idris spoke the truth and I perfectly agree with him because we have a huge market here in Africa. Our challenge is that we don’t have the right distribution channels, which is the biggest challenge for the Ghana film industry.
“At the moment, there’s a distribution channel in Nigeria called Channel 1 that is promoting Nigerian films. However, in Ghana, it’s the filmmakers who handle everything,” he said.
For movie producer Sitsofe Tsikor, partnering with Netflix comes with creative and financial compromises.
“It’s true that cinema gives us control over our narrative and reaches a local audience directly but Netflix offers global exposure and financial resources we can’t match,” she stated.
Sharing Sitsofe’s sentiments, Judith Ampofo added that Netflix’s vast reach and marketing muscle are unparalleled.
“We can’t compete with Netflix’s distribution power. It’s a necessary evil to get our stories seen worldwide,” she stated.
She argued that showing movies at the cinemas wasn’t financially viable to film producers, considering that the likes of Silverbird Cinemas share profit with filmmakers.
“I will always opt for Netflix if they will give me half of my cost production. Besides, the cinemas also share 50/50 when you show your movies there so what’s the point when Netflix will give me a larger and international audience,” she stated.