The National Film Authority (NFA) has launched the Cinema Train Initiative, a new platform aimed at expanding access to cinema, improving film exhibition and creating sustainable revenue opportunities for Ghanaian filmmakers.
Launched on Saturday, October 31, at Silverbird Cinemas in Accra, the initiative seeks to revive the country's cinema-going culture by connecting filmmakers, distributors, cinema operators and audiences through a common platform.
It is expected to address some of the challenges confronting the local film industry, particularly limited access to cinema facilities, inadequate exhibition opportunities for filmmakers and difficulties in generating revenue from their productions.
Making films accessible
Speaking at the launch, the Chief Executive Officer of NFA, Kafui Danku, said the initiative was developed in consultation with key industry stakeholders to establish a more accessible and commercially sustainable film exhibition system.
She said many Ghanaian filmmakers invested months, and sometimes years, in producing films that struggled to reach audiences because of limited exhibition opportunities.
“We cannot build a sustainable film industry if we produce films without creating pathways for people to watch them. So, that is why we are launching the CinemaTrain initiative today,” she said.
She explained that the initiative went beyond screening films to creating an ecosystem in which producers could earn from their work, distributors could connect content to markets and exhibitors could attract audiences.
A key component of the initiative is the CinemaTrain digital platform, www.cinematrain.com, which allows users to discover available film screenings and purchase tickets.
The platform is intended to simplify access to cinema screenings and make it easier for audiences to watch films on the big screen.
Expanding cinema access
The Authority also plans to expand cinema exhibition centres through partnerships with industry stakeholders, the private sector, public institutions and communities.
The CEO said engagements with the National Commission on Culture, including visits to its centres, formed part of efforts to identify suitable spaces that could be developed into cinema exhibition points, particularly in communities with limited access to such facilities.
She, however, stressed that the initiative's success would depend on public participation and urged Ghanaians to support the cinema industry by purchasing tickets and attending screenings.
“Buying a ticket is very important. We can all start by buying a ticket, watching a movie and encouraging somebody else to do the same,” she said.
She also called on corporate organisations, sponsors and investors to support the initiative, saying their involvement would create more opportunities for exhibitors and strengthen the commercial prospects of the Ghanaian film industry.
NFA targets one per cent of population
For his part, the NFA Board Chairman, Mr Ivan Quashigah, reaffirmed the Authority's commitment to strengthening the film industry, particularly by addressing longstanding challenges in the distribution and exhibition of Ghanaian films.
He said the Cinema Train Initiative aligned with the Authority's broader target of getting one per cent of Ghana's population to patronise local films.
The platform seeks to bring four key groups in the film industry onto one track: producers, distributors, exhibitors and audiences.
Film producers, including Shirley Frimpong Manso and Ampong Kwaku Kwakye of Kornerstonez, pledged their support for the initiative.
Representatives of cinema operators and exhibitors, including Silverbird Cinemas, Ozone Cinemas and The Trust Sports Emporium Limited, also expressed their support.
Audiences can currently purchase tickets through the CinemaTrain website to watch No Man of God, directed by Ampong Kwaku Kwakye; Shirley Frimpong Manso's Agency for the Dead; and Joseph, an African-Caribbean drama.
The initiative is expected to provide more Ghanaian productions with access to audiences while creating opportunities for filmmakers and other industry players to generate revenue from their work.
