Veteran actress Madam Selassie Ibrahim has attributed the decline of Ghana’s movie industry largely to poor distribution, arguing that the industry cannot survive if films are produced without a clear pathway to reach audiences and generate revenue.

Speaking on Angel FM, Kumasi, Madam Selassie Ibrahim said the industry must move beyond the pursuit of visibility and begin treating film production as a business capable of generating enough revenue to finance future projects.

“If content is seen but not making money at the end of the day, it is not a business; it’s just for visibility. You just want people to see you,” she said.

According to her, many players in the industry have focused heavily on appearing on television and gaining public recognition without paying sufficient attention to the commercial structures needed to sustain film production.

“We do not add the business aspect to our industry. Everybody wants to be on TV and wants to be seen; it’s about time we added business to it,” she stated.

Madam Selassie Ibrahim explained that developing the commercial side of the industry would create a sustainable revenue cycle, allowing filmmakers and producers to generate funds for subsequent productions.

She identified distribution as the major challenge facing the industry, stressing that producing quality content alone would not revive Ghana’s film sector if effective systems for getting those productions to paying audiences were not established.

“The major challenge is distribution,” she stressed.

She therefore called for greater attention to the business and distribution structures of Ghana’s film industry to ensure that productions translate into sustainable revenue rather than merely providing visibility for filmmakers and actors.

Source: MyNewsGh.com

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