Unifrance published a report today on the year 2023 in French cinema, including a brief on the international market for French films.
It prompted me to consider what international markets are most receptive to African films broadly, especially as a new year begins, with expectations that global appetite for African cinemas will grow substantially in the coming years.
So let’s dive in for a broad overview, with an eye on the future.
Global Markets for African Cinemas
– Europe: It shouldn’t be a surprise that European countries have been, and continue to be significant markets for African cinemas, if not the main market. Major film festivals like the Cannes Film Festival in France, the Berlin International Film Festival in Germany, the IFFR in Rotterdam, and smaller festivals exclusively dedicated to African cinemas play a crucial role in showcasing African films. Additionally, European broadcasters and distributors often acquire African films, and there are various funding and support programs in Europe for African filmmakers.
– North America: The United States and Canada have become increasingly important markets, especially for African films that cross over into broader themes or have received critical acclaim in the festival circuit. Distribution deals typically with indie distributors, streaming platforms, and of course major film festivals like the Toronto International Film Festival notably, and the Sundance Film Festival provide exposure to the North American audience.
– Asia: There’s a growing interest in African films in Asian markets, particularly in countries like China and Japan. This interest is driven in part by an increasingly globalized, interconnected world, and a desire for diverse storytelling and cross-cultural exchanges from younger generations. Also, the deepening of connections between Africa and Asia plays a role.
– Middle East: The Middle East has emerged as a key market, partly influenced by geographical proximity and cultural ties, especially with Northern African nations. Film organizations in Saudi Arabia like Red Sea (RSFF), Dubai, and Abu Dhabi, for example, have provided various funding and support platforms for African filmmakers to showcase their work and connect with international distributors and investors.
– Latin America: While still developing, markets in Latin America have shown interest in African cinema, with film festivals and cultural exchanges serving as entry points for African films, especially in countries like Brazil with a significant population of African descendants.
– Within Africa: Of course, pan-African distribution is also significant, with various regional film festivals, TV networks, and streaming services across the continent showcasing African films. This intra-continental market is crucial for the growth of the African film industry. (More on this later)
Future Outlook for African Cinemas (2024-2034)
Looking at the next 5 to 10 years, considering current trends and advances, the marketplace for African cinemas will need to first transform locally, in order to meet expectations of significant growth in appreciation globally, which may resemble something like this…
– As global audiences continue to seek diverse and authentic stories, African cinemas will likely gain more visibility. Streaming platforms especially, which have been expanding their international content, are expected to play a key role in this. And platforms like Netflix, Amazon Prime, and regional services like Multichoice’s various offerings are likely to invest more in African Originals that travel.
– African films are likely to have a stronger presence in major international film festivals, not just as entries but also as strong contenders for top awards. This increased festival presence will further enhance the profile of African cinema on the global stage.
– There will likely be an increase in international co-productions involving African filmmakers and studios. This could lead to higher production values and more globally recognizable narratives, further boosting the market presence of African films.
– The intra-African market is expected to strengthen, with more films being distributed across the continent. This could be supported by the development of regional distribution networks and the arrival of new streaming platforms dedicated to African programming targeting African audiences.
– Growing interest in African cinema may also lead to more cultural exchange programs, workshops, and educational initiatives, further enhancing the skills of African filmmakers and promoting cross-cultural collaborations.
Challenges and Opportunities within Africa
Still, the intra-African market is crucial. How well do African films travel from one country to another, relative to how well they travel outside of Africa?
African films generally face more challenges traveling within the continent compared to their international reach. A broad overview…
– Intra-African distribution networks are less developed than those in Europe or North America. Limited infrastructure and funding can hinder the wide circulation of films within Africa.
– Africa’s linguistic and cultural diversity, while a strength, can also pose challenges for films traveling across the continent. A film popular in one region may not resonate as well in another due to specific language and cultural differences.
– The varying economic conditions across African countries impact the availability and affordability of cinema attendance and streaming services, influencing film distribution and access.
– African films often gain better exposure and distribution outside the continent through international film festivals, markets, and streaming platforms interested in diverse global content.
Conclusion
It’s important to note that efforts are being made to strengthen the intra-African film market, including regional film festivals, collaborations, and streaming platforms focusing on African content targetting African audiences.
However, compared to their international reach, facilitated by well-established channels and a growing interest in diverse narratives, African films still face notable challenges in achieving widespread circulation within the continent.
In time…