The actor from Beast of No Nation recognised that although platforms for global exposure of African content are valuable, genuine success depends on enhancing local capabilities and infrastructure.
During the Africa Cinema Summit (ACS) that commenced in Accra on Monday, October 7, Idris Elba expressed his commitment to strengthening Africa’s film industry.
He emphasised the need for a resilient sector capable of self-sustainability, complete with a distribution network that operates independently from Western platforms.
“The lifespan of African cinema is endless. We need to talk about distribution, we need to talk about how to grow the industry. For instance, filmmaking in Ghana is growing and we have seen fantastic stories and creative talents, not to mention the fantastic wealth of tourism.
“We have to win our developing market in Africa. Inasmuch as we want to appeal to the international market, we have to win our own first. When you watch American box-hit movies, usually, they make box offices in America before other countries,” he stated.
For him, the key is raising the profile through better infrastructure, distribution channels, and connecting filmmakers with audiences on the continent and globally.
“The future relies on us, our own distribution. We must fill the cinemas with our people first.
“So it’s important not to always focus internationally but to focus on home.
Also, we need to build films that get to the standard of the rest of the world. There’s no excuse because we all need to adhere to the democratisation of equipment, which means that we can all shoot with good cameras and microphones.
“We have to be committed to quality, which means that we need education or to educate one another and make sure that the standard raises,” he added.
Idris Elba’s commitment to African cinema goes beyond words. Through his production companies, IE7 and The Akuna Group, Elba is investing in the continent’s creative potential, cultivating homegrown talent.
He noted that African storytellers must balance authenticity with international appeal, making their stories familiar and engaging for a global audience.
“Remember that when we tell a story, we want everyone to pay attention to it, so we have to tell stories that are familiar to the international market.
“And with the combination of all that, with distribution and other relevant elements, we can bolster our fortunes and set our foot further,” he said.
The second Africa Cinema Summit (ACS) kicked off on Monday, October 7, and concluded today, October 10, 2024.
Building on the success of last year’s inaugural event, the 2024 summit broadened its focus, bringing together industry leaders and film enthusiasts from across the globe to discuss innovative approaches for advancing cinema in Africa.
A Legacy Awards ceremony took place on Wednesday, October 9, at the Movenpick Ambassador Hotel in Accra, recognising notable individuals who have made impactful contributions to the development of the continent’s film industry.
The summit wrapped up yesterday, culminating in the filming of several selected movies.