Renowned British actor and producer Idris Elba has called on African filmmakers to diversify their distribution channels and explore options beyond popular streaming platforms like Netflix and Amazon Prime Video. While acknowledging that these platforms are valuable for showcasing African content on a global scale, Elba emphasized the importance of building local capacity and infrastructure for sustained success.
Speaking at the Africa Cinema Summit (ACS), which commenced in Accra on Monday, October 7, Elba expressed his passion for empowering Africa’s film industry. He advocated for a robust sector that can operate independently of 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,” he said.
Elba pointed out the necessity of winning the developing market in Africa while still appealing to international audiences. He noted, “Inasmuch as we want to appeal to the international market, we have to win our own first. When you watch American box office hit movies, usually, they make box offices in America before other countries.”
He underscored that raising the profile of African cinema hinges on improving infrastructure, establishing distribution channels, and connecting filmmakers with audiences both locally and globally. “The future relies on us, our own distribution. We must fill the cinemas with our people first,” he added.
Elba also stressed the importance of not solely focusing on international markets. “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 democratization 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 stated.
His commitment to African cinema extends beyond mere words. Through his production companies, IE7 and The Akuna Group, Elba is actively investing in the continent’s creative potential and cultivating homegrown talent. He pointed out the need for African storytellers to balance authenticity with international appeal, making their narratives relatable and engaging for a global audience.
“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 added.
The second Africa Cinema Summit officially opened on October 7 and concluded on October 10, 2024. Building on the success of its inaugural edition last year, the 2024 ACS expanded its scope, gathering industry leaders and film enthusiasts from around the world to explore innovative strategies for the continent’s cinematic growth.
Additionally, a Legacy Awards ceremony was held at the Movenpick Ambassador Hotel in Accra on October 9 to honor distinguished personalities who have made significant contributions to the development of Africa’s film industry. The summit wrapped up with the filming of selected movies.
