Skip to content Skip to sidebar Skip to footer

The Real Problem: Why Ghanaian Films Struggle

Africa is bursting with incredible talent and powerful stories, yet many films struggle to find audiences and generate revenue. In Ghana, the problem is even more pronounced—most of our films fail to attract large local audiences, let alone cross over into other African countries or global markets.

How many times have we heard industry players say, “The film industry is dead”? Meanwhile, most of them put in maximum effort only to make films that will only be seen by their family and friends—without taking enough strategic steps to market their work effectively.

Here’s the hard truth: A great film without great marketing is like a masterpiece locked away in a room—no one will ever see it.

Many filmmakers and production houses undervalue PR and marketing, treating them as an afterthought rather than an essential part of success. Worse, they see marketing as a one-time effort rather than an ongoing strategy.

The result is low audience engagement, poor box office performance, and a lack of global recognition.

Of course, the industry faces other challenges:

  1. Limited Budgets – Most funds go into production, leaving little for promotion.
  2. Weak Cinema Culture – Fewer screens, high ticket prices, and limited distribution options making marketing feel unnecessary.
  3. Lack of Awareness – Many believe a “good film will sell itself.” Spoiler alert: It won’t. And really, let’s be honest, how “good” are most of our commercial films anyway?
  4. No Dedicated Film PR Agencies – Few professionals focus on film marketing, leaving filmmakers to figure it out themselves (and often failing).

But here’s the good news:

No matter the budget, these challenges can be overcome with the right communication and marketing strategy.

Global Success Stories: Marketing Changes Everything

Films don’t just succeed because they are good or almost good. They succeed because people know about them, talk about them, and want to see them.

A clear example is Funke Akindele’s Tribe of Judah (2023) which became Nigeria’s highest-grossing film of all time through a well-executed digital and traditional PR strategy. The campaign utilized social media buzz, star power and influencer marketing, engaging teasers and fan interactions, and strategic partnerships and cinema rollouts.

Black Panther (2018) – Marvel turned it into a cultural movement, partnering with brands, influencers, and communities.
Parasite (2019) – Festival buzz and strategic word-of-mouth marketing helped it break language barriers and win the Oscars.
Get Out (2017) – Jordan Peele used memes and social media to fuel viral conversations and free publicity.
The Blair Witch Project (1999) – A viral marketing campaign (fake missing person posters and mystery storytelling) turned a $60K indie film into a $248M blockbuster.

These films didn’t accidentally go viral—they had well-thought-out marketing campaigns that made people care before they ever hit the screen.

It is equally important to understand that film marketing and PR is not a one-strategy-fits-all approach. Certain marketing strategies that may work very well for blockbuster, star-studded films are not always feasible for independent films.

Here’s the Solution: How PRemier 369 Can Help

We are not islands. If you’re a filmmaker, you don’t have to handle everything alone. You need a team that focuses solely on PR, marketing, and strategic engagement so you can focus on creating.

This is where Premier 369 comes in. We help filmmakers and production houses bridge the marketing gap by:

  1. Crafting PR and marketing strategies tailored to their film’s audience
  2. Leveraging social media, influencers, and digital ads for maximum reach
  3. Creating engaging press kits, trailers, press junkets, and event campaigns to build buzz
  4. Securing media coverage, strategic partnerships, and festival exposure
  5. Developing alternative screening and distribution strategies beyond traditional cinemas

The film industry is serious business—not just a passion project. You’re either all in, building a brand and making money, or treating it as a hobby for family and friends. The choice is yours.

Ready to take your film to the next level? Send us a brief at business@pr369.com—let’s amplify the success of your next film today.

Leave a comment