Renowned British actor and producer Idris Elba has called on African filmmakers to explore diverse distribution avenues beyond popular streaming services like Netflix and Amazon Prime Video.
The “Beast of No Nation” star recognized that while these platforms provide valuable exposure for African content on a global scale, true success hinges on the development of local capacity and infrastructure.
During the Africa Cinema Summit (ACS), which began in Accra on Monday, October 7, Elba, who is dedicated to empowering Africa’s film industry, expressed his desire for a sustainable sector with a distribution network independent of Western influences.
“The lifespan of African cinema is endless. We need to discuss distribution and how to grow the industry. Filmmaking in Ghana is flourishing, showcasing fantastic stories and creative talent, alongside its rich tourism potential.
“We need to capture our developing market in Africa. While it’s essential to appeal to the international audience, we must first succeed at home. American blockbuster films typically perform well in the U.S. before making an impact in other countries,” he stated.
Elba emphasized that enhancing local infrastructure, improving distribution channels, and connecting filmmakers with audiences both on the continent and worldwide are vital.
“The future relies on our own distribution. We must fill our cinemas with local audiences first.
“It’s crucial to prioritize our home market, and we need to produce films that meet global standards. There’s no reason we can’t achieve this since we all have access to quality equipment, allowing us to shoot with good cameras and microphones.
“We must commit to quality, which entails educating each other to raise our industry standards,” he added.
Elba’s dedication to African cinema extends beyond mere words. Through his production companies, IE7 and The Akuna Group, he is investing in the continent’s creative potential and nurturing homegrown talent.
He pointed out that African storytellers should strike a balance between authenticity and international appeal, crafting narratives that resonate with a global audience.
“When we tell stories, we want to capture everyone’s attention, so we need to create narratives that are relatable to the international market.
“With this combination of effective distribution and other essential elements, we can enhance our opportunities and expand our reach,” he remarked.
The second Africa Cinema Summit officially commenced on October 7 and concluded on October 10, 2024.
Building on the success of its inaugural edition last year, the 2024 ACS broadened its scope, bringing together industry leaders and film enthusiasts from around the world to explore innovative strategies for the growth of the continent’s cinema.
Additionally, a Legacy Awards ceremony took place at the Movenpick Ambassador Hotel in Accra on October 9, honoring individuals who have significantly contributed to the advancement of Africa’s film industry.
The summit concluded with the filming of selected movies.
