Ghanaian actor Clement Bonney, popularly known as Mr. Beautiful, has shed light on why the Kumawood movie industry is struggling to make a significant impact. In a recent interview on Joy Prime’s Changes show with Roselyn Felli, Mr. Beautiful attributed the industry’s woes to the persistent inclusion of insults in character scripts.
Mr. Beautiful, a notable figure in Ghana’s local-oriented film industry, expressed his frustrations regarding how Kumawood movies often feature derogatory language and insults. He believes that this practice is detrimental to the industry’s success and has a negative impact on its audience. “When I noticed the issue, I raised a concern and tried to advise the producers and other industry players, but my advice was ignored,” Mr. Beautiful stated.
He elaborated that his concern was rooted in cultural differences across Ghana. Mr. Beautiful noted that insults considered normal in Kumasi might be viewed differently in the Greater Accra and Coastal regions. He warned that the way insults were being packaged and presented could affect the industry’s reputation negatively. “I told them that the way we’re packaging insults and selling them to the world will affect us, so we should be careful. But they ignored,” he said.
The actor also pointed out that the portrayal of insulting behavior in Kumawood films had repercussions beyond Ghana’s borders. Many Ghanaians living abroad have discouraged their children from watching Kumawood movies to avoid them imitating the offensive language and behavior depicted on screen. This, according to Mr. Beautiful, has had a broader impact on the industry as these expatriates also influence foreign audiences’ perceptions of the films.
Mr. Beautiful recounted personal experiences where he was required to speak exclusively in Twi for some movie roles. He refused to adhere to this demand, which resulted in him losing those roles. This situation underscores his belief that the industry’s failure to adapt and diversify has contributed to its stagnation.
The actor also highlighted a significant challenge faced by Ghana’s film industry in the digital age. While international film industries were swiftly migrating to digital platforms and marketing strategies, Ghanaian movie experts were lagging behind. Mr. Beautiful pointed out that by the time the industry recognized the need for digital adaptation, it had already fallen behind global standards. “When the whites were migrating to digital marketing, we were still at parts 1 and 2. When we realized it, we were already archaic. That has also affected us big time,” he remarked.
The struggles faced by Kumawood are indicative of broader challenges within Ghana’s film industry, which is grappling with issues of modernization and international competitiveness. Mr. Beautiful’s observations reflect a need for the industry to address these internal and external challenges to remain relevant and successful.
The conversation around Kumawood’s difficulties highlights the broader discourse on cultural representation and the adaptation of local industries in a rapidly evolving global market. For Ghanaian cinema to thrive, it must navigate these complex issues while embracing modern practices and avoiding practices that could undermine its cultural integrity.
As the industry continues to face these hurdles, stakeholders within Kumawood and the broader Ghanaian film community will need to consider Mr. Beautiful’s insights seriously. Addressing these issues may involve reevaluating scriptwriting practices, embracing technological advancements, and finding ways to appeal to both local and international audiences without compromising cultural values.
