AWARD-winning casting director, Mawuko Kuadzi, says Ghana’s film industry has come a long way but many still do not grasp just how much a casting director’s work shapes whether a production succeeds or flops.
According to Kuadzi, there is a widespread misconception that casting is merely about selecting actors, when in reality it is a highly creative and strategic process that shapes the quality and authenticity of a film.
In an interview with Daily Graphic on Tuesday, July 14, Kuadzi said the industry had made significant progress, but there was still work to be done.
He explained that the work of a casting director extended beyond matching actors to roles. It involves an in-depth understanding of characters, story structure and the chemistry among performers to help directors build the strongest possible cast.
“Many people still see casting as simply choosing actors, when in reality it is a creative and strategic process that directly influences the success of a film.
Beyond the limited understanding of casting, the award-winning creative also highlighted structural challenges confronting Ghana’s film industry, particularly the country’s inadequate cinema infrastructure and weak distribution network.
He noted that while Ghanaian actors consistently delivered outstanding performances, “it is disheartening that many locally produced films struggle to reach audiences because of the shortage of cinema screens and limited avenues for distribution. It is frustrating because our actors work incredibly hard and deserve to have their performances seen by their audience,” he stated.
To address the challenge, he called for greater innovation in film distribution, urging industry players to look beyond traditional cinemas by embracing community screenings, digital platforms, regional collaborations and stronger partnerships with streaming services. (Read also: Film Fund alone won’t transform industry — Mawuko Kuadzi)
“Distribution is just as important as production. Until audiences can easily access Ghanaian films, the industry cannot reach its full commercial potential,” he said.
Kuadzi also attributed the challenges of many Ghanaian filmmakers to limited funding, piracy, poor marketing, inconsistent film production and weak distribution systems.
Drawing comparisons with Nigeria’s Nollywood, he observed that the industry’s success was built over many years through consistent film production and the cultivation of a loyal domestic audience, similar to what Ghana’s Kumawood achieved at its peak.
While describing Ghana as a country blessed with exceptional creative talent, he stressed the need for stronger collaboration among government, private investors, broadcasters, distributors and filmmakers to build a sustainable film ecosystem.