The Callsheet June 2012

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R22.80 June 2012 www.thecallsheet.co.za

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AUDIENCE DEVELOPMENT STILL A CHALLENGE GENERAL INDUSTRY

soweto Theatre © Tony de Oliveira

This month has seen two international publications (Variety in the Us and The Guardian in the UK) bemoaning the dearth of black audiences in south Africa. in the same week a group of passionate filmmakers launched a mobile cinema solution in one of sA’s largest townships - soweto.

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he article in The Guardian was concerned with the fact that local cinema content follows the West, and therefore does not appeal to black audiences. The article in Variety is concerned with getting more screens into the previously disadvantaged communities. The team behind Kasi Movie Nights (KMN) has stopped talking and started taking cinema trucks into townships. Co-founder Jamie Ramsay says: “Ultimately, the aim of Kasi Movie Nights is to re-ignite the culture of cinema to the masses by, quite literally, bringing our cinema trucks to their doorsteps. Our mobile theatres will move from township to township, from rural area to rural area, until the thirst for media is quenched.” Jamie added: ”Our audiences, averaging 1000 per screening, get to see a double bill of two quality South African feature films, as well as commentary and Question and Answer sessions with the stars of the screened movies.” The first Kasi Movie Night will take place on 22 June 2012 at the Jabulani Amphitheatre in Soweto. The features are Skyf and Jozi

Kings, afterwards viewers will be offered the opportunity to meet the cast and crew of the featured films. The project appears to offer a viable solution to concerns, from at home and abroad, about the local industry and the development of larger South African film audiences. The National Film and Video Foundation (NFVF) has been vocal about their ambitions for ‘audience development’. In their 10 Year Review Document, released in March this year, the NFVF noted: “Film exhibition and audience development have not received adequate attention over the years. Audiences’ attendance has been falling consistently over the past 10 years and this could partly be due to the closing down of township and some suburban cinema sites.” The document also mentions a

Department of Communications grant from 2009, it says: “The NFVF was granted R10 million by the DAC in 2009. The aim of the grant is for the development of digital screens in townships and rural areas. This initiative is meant to address the lack of screening/exhibition facilities in underserviced areas.” The Guardian article asserts that South Africa needs to have more cinemas for black audiences, and points an accusatory finger at NuMetro and SterKinekor for failing to develop this. The piece stated: “Further off the hollywooddrawn roadmap, there are conspicuous blank tracts in South African mainstream cinema: like the fact there’s little provision for the black population, which counts for about 80%.” The Variety piece indicates that this is a missed business op-

portunity, stating: “As the rapidly growing black middle-class continues to flex its commercial muscle, it’s become an especially attractive demographic for local businesses. But while both SterKinekor and Nu Metro have looked at ways to increase their presence in black townships, concrete plans have failed to get off the ground.” The Kasi Movie Nights project was founded by three young filmmakers - Jamie, Thapelo Mokoena and Matshepo Maja. The three are all former AFDA students who are working in the industry. They knew of each other and came together over their shared vision to build a local industry. Jamie has worked on several high-profile local movies including Triomf, Shirley Adams, District 9 and the award-winning Skoonheid. he was the producer

behind Jozi Kings. Thapelo is a well known actor, having starred in Skyf and DRUM, as well as several local television series. he is currently shooting the Nelson Mandela biopic Long Walk to Freedom. Matshepo has worked as production manager on travel documentary Rough or Smooth/Rof of Spog and currently works as a director at Cape Townbased commercial company Silver Lining Pictures. Jamie says Kasi Distribution was started after observing the Nigerian film industry and concluding that South Africa needed a similar model of informal distribution. Kasi Distribution will see to it that in addition to movies being screened in townships, spaza shops and informal entrepreneurs will also be supplying DVDs to the audiences. Jamie revealed that the Kasi Movie Night Project is an independent initiative, but hopes for support in rolling it out to the rest of the country. he said: “We are interested in taking it nationwide. We have invited all the interested parties i.e.: the NFVF, the financiers, the DTI and we want to show them our abilities and the fact that this is going to work. hopefully from there they’re going to be interested in financing and letting us roll it out properly. If they don’t we do have private financiers who are interested in helping us roll it out, as well advertisers. So yes, nothing is going to stop us from rolling this out countrywide.” Kate Hodges


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