By Love Wilhelmina Abanonave
Ghanaian filmmaker and Chief Executive Officer of Farmhouse Productions, Ivan Quashigah, has emphasised the need for the local film industry to be more intentional in conducting surveys and producing content that resonates with Ghanaian audiences.
He suggested that filmmakers should carry out surveys to understand the kinds of stories audiences want to watch, rather than relying on assumptions or copying foreign films.
“We have to be more intentional in the way we approach the film industry. I want to see producers conduct simple, basic surveys to find out if a story will work. You can’t just sit in your bedroom, come up with a story and hope that they will enjoy it,” he said.
Addressing concerns that many Ghanaians appear to prefer foreign content to local productions, Mr Quashigah stressed that the Ghanaian film industry needs to emulate certain strategic approaches used by Nigerian filmmakers, particularly in production quality and audience engagement.
Speaking on the GTV Breakfast Show on March 4, 2026, he highlighted the importance of strong scripts, talented actors and high production values to create films capable of competing internationally.
He noted that while casting well-known actors can draw audiences to the box office, there is also significant potential in discovering and nurturing new talent.
“As filmmakers, we need to look out for people who can deliver the characters we are trying to portray. There are people I’ve worked with who had never acted before but have suddenly become big stars, just like Fella Makafui,” he added.
