Valentine’s Day in Ghana is undergoing a captivating transformation. Once synonymous with chocolates and roses, the celebration is now embracing cinema, intertwining love stories with the country’s vibrant creative industry. As the tradition evolves, Ghanaian filmmakers are seizing the moment, crafting narratives that resonate both locally and beyond. To understand this shift, I spoke with actor Peter Koshie Adzogble Richie, a seasoned industry veteran, and young cinema-goers to gauge whether Ghana’s love affair with the big screen is here to stay.

Peter Koshie Adzogble Richie, an award-winning actor

For decades, Valentine’s Day in Ghana has revolved around locally produced chocolate—an endearing tradition deeply rooted in the country’s cocoa heritage. The holiday was a celebration of the heart, symbolized by the rich, sweet flavor of Ghanaian cocoa. However, with the influx of foreign new chocolate brands, a parallel trend is emerging—an increasing demand for Ghanaian romantic films, especially during the season of love.

“There has been a significant rise in the demand for Ghanaian movies on Valentine’s Day. It’s not just about chocolate anymore; our films are now the medium through which we express love and culture,” says actor Peter Koshie Adzogble Richie.

Richie, a stalwart in Ghana’s burgeoning film industry, goes on to discuss the changing tides of Ghana’s cultural and commercial landscape. He explains how this shift represents both opportunity and challenge. While local filmmakers are beginning to rise, they are also met with a serious roadblock.

“It all boils down to investment. Without financial backing, we cannot produce films that do justice to our stories. Revenue-sharing models in cinemas tend to favor foreign productions, leaving Ghanaian creators struggling to monetize their narratives.”

In a landscape dominated by imported films and corporate-driven content, this is a crucial issue. To compete on a global scale, Ghanaian filmmakers need access to a larger pool of resources and a more equitable platform in cinemas.

Peter Koshie Adzogble Richie on set shooting a movie

As the winds of change blow through the heart of Ghana’s cultural identity, love stories—once relegated to the realm of imported blockbusters—are now finding their place on local screens. Films like Love Shenanigans, Casual Affair, The Case Study, and No More Love are captivating audiences, reshaping perceptions of romance, and, most importantly, defining the country’s cinematic landscape.

Richie, whose career spans Ghanaian and Nigerian cinema, reflects on the fragmented nature of the industry, where directors, producers, and other creatives often work in isolation. “The issue is a lack of collaboration. We need a unified approach that harnesses the collective potential of the industry—from production to distribution—to fully capitalize on the Valentine’s Day market.”

At the same time, the financial constraints facing filmmakers continue to stifle the industry’s potential. Richie offers a vivid example: “For instance, a film might premiere in a cinema where the space owner demands a 50/50 revenue split, even though the production budget was already high. This disincentivizes filmmakers and stifles innovation.”

The fragmented industry, with its economic constraints, highlights a persistent challenge: finding ways to ensure that the quality of storytelling on the screen matches the richness of Ghanaian cultural narratives.

Peter Koshie Adzogble Richie on set with other actors

Despite the hurdles, the potential for growth within the Ghanaian film industry remains vast. With the rise of digital streaming platforms, as well as strategic social media marketing, filmmakers are tapping into new revenue streams that extend beyond traditional cinema.

“If we harness the power of social media where content creators, directors, and actors all share their work, we can build a stronger and more cohesive market,” Richie suggests. He envisions a future where film distributors, cinema operators, and digital platforms work in sync to cultivate a robust industry.

“Rather than competing with foreign romantic films, we should collaborate to create exclusive Ghanaian content that resonates both locally and internationally.”

He also proposes that the government take a more proactive role in bolstering the sector. “Imagine a scenario where government-owned properties or local cinemas are used for premieres, reducing costs for filmmakers. This, combined with competitive revenue models and targeted social media campaigns, could revolutionize how we celebrate love on screen.”

Nana Kwame Deon, a runway model

To gauge whether this trend is truly taking hold, I took to the streets to speak with young Ghanaians about their Valentine’s Day plans and their connection to the cinema experience. Their responses offered a powerful glimpse into how the new generation is embracing a modern, cinematic expression of love.

Nana Kwame Deon, a runway model, shared his perspective: “For me, Valentine’s Day is not just about grand gestures but about meaningful moments spent together—one he believes the cinema offers.” He explains that a well-crafted movie can provide both entertainment and a space for connection.

“It depends on the type of movie. If it promotes love and has a meaningful storyline, why not? I’ll take my loved one out for a movie date and maybe dinner after. It’s a great way to meet people, connect, and share ideas.”

His sentiments mirror the increasing appeal of cinema as a social activity in Ghana. Pearl Boateng, a university student, eagerly shared her excitement. “Absolutely! I love movies. If my boyfriend wants to take me out, I will prefer a movie date over dinner. There’s something special about sharing that experience, especially if it is a romantic film that stirs deep emotions. The way a good love story plays out on screen makes the moment even more memorable.”

Beyond personal preferences, their responses highlight the growing importance of cinema as a cultural touchpoint, demonstrating its potential to shape not just individual experiences but broader social trends. As the local film industry continues to evolve, the question remains: Can Ghanaian filmmakers and distributors harness this enthusiasm to create a sustainable, profitable industry that meets audience demand?

Peter Koshie Adzogble Richie offers an insightful perspective on the transformative changes unfolding in Ghanaian cinema. With the rising popularity of romantic films, he believes that the industry is on the brink of an exciting new chapter. He sees Valentine’s Day as an opportunity to elevate the local film industry and celebrate Ghanaian culture.

“Our stories are already unique, but we need to make them appealing both to our own people and to international audiences. The magic lies in our language, our heritage, and our creative spirit,” Richie asserts.

For the industry to truly thrive, it requires more than just investment—it demands a collaborative ecosystem where filmmakers, distributors, and marketing strategists work in harmony to bring their stories to life. “We can’t do it alone. We need a system where every artist, producer, and distributor plays their part. That’s the only way to ensure our films and Ghanaian love stories receive the recognition and financial backing they deserve,” Richie concludes.

Actors on set shooting

This Valentine’s Day marks a new era for Ghana’s creative industry. As cinema begins to take its place alongside chocolate in the country’s celebrations, the opportunity for Ghanaian storytellers to shine on the global stage has never been greater. With strategic investment, industry collaboration, and digital innovation, Ghana can transform its film sector into a cultural and economic powerhouse.

As Ghana celebrates both the richness of its cocoa and the depth of its creative talent, the fusion of tradition and innovation sets the stage for a new era of love, cinema, and cultural pride. Whether you’re sitting in a cinema seat or indulging in a locally made chocolate, this Valentine’s Day promises to be one for the books—a celebration of not just romance, but of Ghana’s emerging cultural renaissance.