Potential of local films enormous, says minister
Their content has far-reaching impact on cohesion and nation-building
AFRIKAANS language movies perform better in theatres and generate more revenue than any other genre in the South African film industry.
This was revealed yesterday during a meeting in Rosebank of various role-players in the local film industry, including Arts and Culture Minister Nathi Mthethwa.
Officials from the National Film and Video Foundation (NFVF), cinema company SterKinekor, producers and local film-makers also participated in the discussion about the current state of the industry and what needs to be done to improve it.
The department’s acting director-general, Vuyo Jack, said the 2014 map study found the success of the genre is attributed to the fact that the Afrikaans audience has the most resources and opportunities to view films in theatres.
The study shows that Afrikaans movies contributed 66 percent of the overall local film revenue. It also indicates that Mooirivier performed better than other local movies for the year, while Ballade vir ’n Enkeling came third.
Despite the fact that the local film industry contributed R90.4 billion towards the country’s gross domestic product (GDP) for the past year and created 562 726 permanent and temporary jobs in the same period, it’s still not in a position to adequately compete in the international market.
Content from abroad was still the prime choice for moviegoers, with the US blockbuster Fast and Furious 7 generating the most revenue for a film so far this year.
The lack of competitiveness from the local market is due to several factors, including the lack of transformation in the industry and the fact that it doesn’t reach the required audience. This is due to the lack of resources.
Mthethwa said that although the film industry was “vibrant, growing and competitive”, it still had a lot of work to do to compete adequately on the world stage.
He stressed the importance of local content, saying it added significantly to nation-building and social unity.
“Local content promotes social cohesion, strengthens democracy and is key to economic growth,” the minister said.
“Every film tells a story and has the ability to change lives,” he added.
Films hold a lot of potential as they have a multiplier effect in the sense that they contribute to investment and expand other markets such as the tourism industry, he added.
In a bid to improve the local film market, the department was offering financial support and incentives through grants and tax allowances. But more needed to be done to achieve that, especially providing more screens and sites so local films could reach a wider audience.
Plans and discussions were in place to make it possible to screen films at various locations where a large number of people are located. This includes community art centres, libraries and various government departments where people are standing in queues, such as the departments of education, health and home affairs.
There is talk of setting up a film fund, where the proceeds of local content can go towards funding other productions.