Renowned British actor and producer Idris Elba has urged African filmmakers to diversify their distribution channels and look beyond popular streaming platforms such as Netflix or Amazon Prime Video.
The Beast of No Nation actor acknowledged that while such platforms are great for showcasing African content globally, true success lies in building local capacity and infrastructure.
Speaking at this year’s Africa Cinema Summit (ACS) which opened in Accra on Monday, October 7, Idris Elba, who is passionate about empowering Africa’s film industry, said he wanted a robust sector that can sustain itself, with a distribution network independent 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.
“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.
For him, the key is raising the profile through better infrastructure, distribution channels and connecting filmmakers with audiences on the continent and globally.
“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 commitment to African cinema goes beyond words. Through his production companies, IE7 and The Akuna Group, Elba is investing in the continent’s creative potential, cultivating homegrown talent.
He noted that African storytellers must balance authenticity with international appeal, making their stories familiar 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 said.
The second ACS officially opened on Monday, October 7 and ends today, October 10, 2024.
Building on the success of its inaugural edition last year, the 2024 ACS has expanded its scope, convening industry leaders and film enthusiasts from around the world to explore innovative strategies for the continent’s cinematic growth.
There was also a Legacy Awards ceremony at the Movenpick Ambassador Hotel in Accra on Wednesday, October 9, to honour distinguished personalities who have made significant contributions to the growth and development of Africa’s film industry.
