Karishma Dipa
JOHANNESBURG: Afrikaans-language movies perform better in theatres and generate more revenue than any other genre in the South African film industry.
This was revealed this week during a meeting in Rosebank by 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 Ster- Kinekor, 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 that the success of the genre was 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 in third position.
Despite the fact that the local film industry contributed R90.4 billion towards the GDP for last year and created 562 726 permanent and non-permanent jobs in the same period, it is still not in a position to adequately compete on the international market.
Content from abroad is still the prime choice for moviegoers as the US blockbuster Furious 7 generated the most revenue than any other film for the year so far.
The lack of competitiveness from the local market was 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 has a lot of work to do to compete adequately on the world stage.
He stressed the importance of local content, saying it significantly adds to nation-building and social cohesion.
“It strengthens democracy and is key to economic growth,” said Mthethwa.
In a bid to improve the local film market, the department offers financial support and incentives through grants and tax allowances.
Plans and discussions are 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 governmental departments where people are standing in long queues, such as the departments of education, health and home affairs.
There is also talk of setting up a film fund, where the proceeds of local content can go towards funding other productions.
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