The 17th edition of the influential market showcased the spirit, energy and optimism of Africa's screen industries The Durban FilmMart wrapped its 17th edition on Oct. 12 with a boisterous awards ceremony that offered a fitting exclamation point to a four-day event whose rousing turn-out — with more than 1,100 industry delegates in attendance from 56 countries — cemented its position as the leading lynchpin of the African screen industries. The mood throughout the week was spirited, hopeful and determined — the biggest takeaway being, perhaps, that for all the disruption roiling the global film and TV business, African creatives see this as a moment of opportunity to unlock the continent’s largely untapped potential. What to do about AI, how to elevate women’s voices and when the African market will find a way to monetize the current content boom were among the hot-button topics on the agenda.
New funding models were mooted. Festival triumphs were celebrated. And the DFM’s influential co-production forum showcased what happens when a continent of 1.2 billion stands up to be heard.
The range of stories and voices was staggering — and a heartening sign for anyone who believes that the future of African cinema is now. Of course, challenges abound — even for the DFM itself, whose shift from its traditional July dates reflected the crisis in funding for cultural events in South Africa and across the continent. The sigh of relief from Durban FilmMart Institute director Magdalene Reddy was almost audible at the start of Monday night’s proceedings, when she told the assembled guests: “We made it.
We’re here.” This year’s event was as much about celebration as collaboration, defined by a spirit of togetherness for an industry that braces for the uncertain road ahead. We will let you know.” Here are 10 takeaways from this year’s DFM: South Africa’s cash rebate “back in business” After more than two years of almost complete paralysis to its film incentive scheme, South Africa’s 25% cash rebate is back on track, with Nelly Molokoane, of the Dept. of Trade, Industry and Competition — the government body tasked with administering the cashback program — telling industry reps in Durban: “The department is back in business.” Spurred on by political pressure from industry bodies rallying under the banner of the Save SA Film and TV Jobs Coalition, the DTIC has paid off most of the nearly 2 billion rand ($121 million) in unpaid claims dating back to 2024 and shored up roughly 1.5 billion rand ($91 million) in funding through 2029. But questions remain over what the incentive program will look like moving forward.
After months of often contentious debate, industry and government appear to be engaged in fruitful dialogue — for now. Still, there’s work to be done to shore up confidence and reassure foreign producers that the rebate is back on solid footing. One year after the Canal+ Group completed its purchase of South African pay-TV giant MultiChoice, African producers remain in a holding pattern about what that acquisition will mean for the continent’s screen industries.
As part of its takeover bid, the French conglomerate agreed to a three-year moratorium on retrenchments, meaning it could be some time before the picture gets any clearer. But anxiety across the continent has been sky-high since Canal+ axed MultiChoice’s loss-making streaming platform Showmax earlier this year. MultiChoice execs tried to offer some reassurances to local industry professionals in Durban, with content strategy head Renee Jacobs insisting “we are very committed to local” and head of scripted content Tebogo Matlawa adding that “in terms of local spend, we are exactly where we were” before the takeover.
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