ACCRA: The Africa Cinema Summit 2024, a major event in the film industry calendar, witnessed a lower-than-expected attendance, which has been attributed to poor advertisement efforts, according to a prominent Ghanaian entertainment pundit. Kwaku Osei Krankye Asiedu, widely known as KOKA, highlighted the lack of compelling promotional strategies as a key reason for the event’s limited reach among creatives.
According to Ghana Web, KOKA, who shared his insights on Hitz FM, emphasized that the event organizers failed to effectively engage the creative community. He noted that the timing of the summit coincided with Ghana’s election year, a period marked by heightened political activities and public attention on campaign messages. This, he argued, overshadowed the summit’s presence in the media space.
“It was an industry thing they were doing, so they had to make it compelling to get engagement. When you assume that because you are bringing a big person, so everyone is available is wrong,” KOKA stated. He furth
er criticized the assumption that high-profile attendees would automatically draw crowds.
KOKA also expressed concerns about the strategic direction of Ghanaian cinema, suggesting that while the country boasts rich storytelling potential, it often lacks the strategic planning seen in other African markets. He contrasted Ghanaian cinema with Nigeria’s film industry, which he described as being rich in fashion, culture, and real estate themes.
The summit, organized by the National Film Authority, took place from October 7 to October 10, 2024, and featured notable figures such as British-Sierra Leonean actor Idris Elba and Ghana’s Minister of Tourism, Creative Arts, and Culture, Andrew Egyapa Mercer, alongside other creative arts professionals from across Africa.