Idris Elba Urges African Filmmakers to Expand Their Horizons
Actor Advocates for Local Distribution and Quality Storytelling at Africa Cinema Summit
- Elba urges filmmakers to explore various distribution channels
- Elba emphasizes the importance of building strong local audiences
- Elevating standards through education and access to quality equipment is crucial
Renowned British actor and producer Idris Elba is calling on African filmmakers to broaden their distribution strategies beyond mainstream streaming giants like Netflix and Amazon Prime Video.
While these platforms offer valuable global exposure for African content, Elba emphasizes that genuine success stems from strengthening local capacities and infrastructures.
Speaking at the Africa Cinema Summit (ACS) in Accra, which kicked off on October 7, he expressed his vision for a self-sustaining film sector with a distribution network independent of Western influences.
“The potential for African cinema is limitless. We must focus on distribution and industry growth. Ghana’s filmmaking scene is thriving, showcasing remarkable stories and talent alongside its rich tourism assets,” he stated.
Mr. Elba highlighted the importance of capturing the local market first before reaching out to international audiences, pointing out that American blockbusters typically secure their success domestically before expanding globally.
He stressed the need for improved infrastructure and connections between filmmakers and audiences both on the continent and beyond. “The future depends on us creating our own distribution networks. We must prioritize our local cinemas,” he urged, advocating for films that meet global standards.
“We have access to quality equipment, so we need to commit to excellence, sharing knowledge to elevate our craft.”
Mr. Elba’s passion for African cinema is evident in his investments through his production companies, IE7 and The Akuna Group, which aim to nurture local talent. He encouraged storytellers to blend authenticity with universal appeal, ensuring their narratives resonate with a wider audience.
“Storytelling should capture global attention, so we need to craft narratives that feel familiar to international viewers,” he advised. “By enhancing distribution and focusing on quality, we can elevate our fortunes and strengthen our presence.”
The second edition of the ACS, which wraps up today, has expanded its reach, gathering industry leaders and film enthusiasts from around the world to discuss innovative strategies for cinematic advancement in Africa.
The event also included a Legacy Awards ceremony on October 9, recognizing individuals who have significantly contributed to the continent’s film industry.
