Interest in the video industry in West Africa, particularly with the boom of Nollywood and Ghana’s movie industry has surged, with researchers paying attention to this new ‘Cinema’ of West Africa. Nollywood is currently the third largest film industry in the world, coming after Hollywood and Bollywood, grossing over US$ 200,000,000 annually. In Ghana, there are two main streams of the video industry- the English (Glamour) and the Akan (Kumawood). The Kumawood films have a devoted following, which more or less places it as pop culture, extending beyond the Akan speaking of Ghana, though it remains unpopular among the middleclass and elite in Ghana. In this vein, this paper explores the Kumawood as an industry. A situation analysis through documentary research and interviews was done on the state of the industry, placing emphasis on the strategies that propel the industry to hold the fourth of the Ghanaian cinema culture, in the wake of the decline of movies in English. Findings of the research situate the success of the Kumawood model to their cultural appeal, their timeliness to national situations, and the mass media.