Acclaimed British actor and producer Idris Elba has urged African filmmakers to focus on winning over the continent’s developing market, emphasizing the importance of cultivating local talent and enhancing distribution channels to capture a wider audience.
The star of Beast of No Nation recognized that although these platforms are valuable for promoting African content worldwide, genuine success depends on developing local capacity and infrastructure.
During his address at the Africa Cinema Summit (ACS), which kicked off in Accra on Monday, October 7, Idris Elba, a strong advocate for strengthening Africa’s film industry, expressed his desire for a thriving sector that can sustain itself with a distribution network independent of Western influences.
“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.
He believes the focus should be on enhancing visibility by improving infrastructure, establishing effective distribution channels, and connecting filmmakers with audiences both on the continent and worldwide.
“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 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 dedication to African cinema extends well beyond mere rhetoric. Through his production companies, IE7 and The Akuna Group, he is actively investing in the continent’s creative capabilities while nurturing local talent.
He emphasized that African storytellers need to find a balance between staying true to their roots and appealing to international audiences, ensuring that their narratives resonate and captivate a global viewership.
“Remember that when we tell a story, we want everyone to pay attention to them, 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) commenced on Monday, October 7, and will conclude today, October 10, 2024.
Building on the success of its inaugural edition last year, the 2024 summit has broadened its focus, bringing together industry leaders and film enthusiasts from across the globe to discuss innovative strategies for the cinematic advancement of the continent.
Additionally, a Legacy Awards ceremony took place at the Movenpick Ambassador Hotel in Accra on Wednesday, October 9, recognizing individuals who have made significant contributions to the growth and development of Africa’s film industry.
The summit officially wrapped up yesterday with the filming of selected movies.