Local filmmakers tipped
Local filmmakers have been advised to design their movies to entertain the orientation of consumers and to adopt aggressive marketing strategies to increase their visibility on the local front.
Filmmakers Association of Malawi (Fama) president Ezauis Mkandawire said there is need for the country’s filmmakers to adopt new models of marketing and distributing their work to suit the dynamics on the market which are different from festival settings.
Mkandawire said: “While the festivals may consider films based on various issues, including human rights and other such details, the market may be oriented towards entertainment. If the need is there, it is best for them to react accordingly.”
Despite the continued lack of prominence on the local platform, Malawian films continue to make great strides on the international stage. A few days ago, three local movies were announced as part of those nominated for the 2018 African Movie Academy Awards (Amaa).
During the announcement made on August 3 in Lagos, Nigeria by the chairperson of the selection committee Shaibu Hesseini, the biggest windfall on the local front was on Shemu Joyah whose movie The Road To Sunrise has received seven nominations.
The movie has received nominations in the categories of award for achievement in make-up, award for achievement in cinematography, award for best actress in leading role, award for best actor and award for best film.
Joyah has been joined on the list of nominees from Malawi by Flora Suya who has been nominated for the best feature film for her movie My Mother’s Story and Joyce Mhango-Chavula who has received a nomination for the award for the best film in an African language for Nyasaland.
He said the other contributing factors are down to the lack of supporting infrastructure since the country does not have functional cinemas and lack of proper distribution mechanisms.
During a recent screening of her movie Dear Penpal in Blantyre, Suya complained about the low turnout which even prompted the filmmaker-cum-actress to issue threats that she would stop having her events in the city.
Reacting to the sentiments Joyah concurred with Mkandawire, saying the only way to strengthen and promote the local film industry is by creating spaces whereby people can go and watch the films at cinemas which are vibrant.
“Even in advanced movie industries like Hollywood, a movie is not just confined to the shooting of the films but also the distribution of the same. The distribution is key because it is what brings back your monetary investment,” he said.
Joyah revealed plans to embark on roadshows in the next few months whereby people will watch the movie at a fee.
Joyah said: “It will be much easier because they will be paying us to watch than to be selling DVDs which are prone to illegal reproduction. Football clubs are able to sustain themselves that way and we want to try that as well.”
Suya has welcomed her nomination, describing her recognition as a big encouragement for the effort they invest in producing the films.
