British actor and producer Idris Elba recently shared insights on enhancing the African film industry at the Africa Cinema Summit (ACS) held in Accra from October 7 to 10, 2024. Elba emphasized the need for African filmmakers to diversify their distribution channels and not solely rely on popular streaming platforms like Netflix and Amazon Prime Video. While acknowledging these platforms’ role in showcasing African content to a global audience, he stressed that the true path to success involves developing local capacities and infrastructure. His vision encompasses a sustainable film sector that can thrive independently of Western markets.
At the summit, Elba pointed out the immense potential of African cinema, highlighting that the continent has a wealth of stories and tourism opportunities that remain underexplored. He argued for the importance of winning over the local audience in Africa first before making efforts to appeal internationally, drawing parallels with how American films often need to succeed domestically before expanding abroad. According to Elba, creating a robust distribution network is vital for filling cinemas in Africa with local audiences, which in turn would establish a strong foundation for the industry.
Elba underscored the significance of upgrading infrastructure and educational opportunities in the filmmaking sector, insisting that filmmakers in Africa should strive for higher production quality. With technology becoming more accessible, he urged aspiring filmmakers to embrace modern tools and techniques to enhance their work. Quality storytelling paired with technical excellence is crucial for increasing the competitiveness of African cinema on the global stage, and Elba expressed his belief that there should be a concerted effort to raise the bar in terms of standards.
Investing in the African film industry is not just a theoretical pursuit for Elba; it aligns with his practical endeavors through his production firms IE7 and The Akuna Group. These initiatives aim to cultivate local talent and empower African storytellers. However, Elba also emphasized balancing authentic narratives with international appeal, suggesting that filmmakers need to craft stories that resonate both locally and globally to maximize their reach and impact. This dual focus can enhance exposure and profitability for African cinema.
The ACS 2024 event not only showcased Elba’s vision but also served as a platform to connect industry leaders and film enthusiasts to discuss innovative growth strategies for the African film sector. Building on the inaugural summit’s success, the 2024 edition expanded its scope to encompass a broader spectrum of ideas and collaborations within the industry. Participants gathered to explore various facets of cinematic growth and share best practices that could propel the continent’s film landscape into new heights.
In addition to discussions and workshops, the ACS 2024 featured a Legacy Awards ceremony to honor individuals who have made significant contributions to the advancement of African cinema. The recognition of these influencers underlines the importance of collaboration and shared vision in propelling the industry forward. Ultimately, Elba’s insights and the summit’s initiatives reflect a growing consensus about the need for African filmmakers to carve out their own space while ensuring their stories and artistry are recognized and appreciated around the world.
