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The success and popularity of skits prove that there is a market for short-form content, perhaps not in the cinema or as part of anthologies on streamers alone, but on the digital screen. What can African filmmakers with short film projects learn from skit makers to potentially build a short film industry?
According to Gbenga Adeoti, founder of The FilmJoint, “When you dedicate time and money to making a proper short film, you should generate some revenue; but there is no real platform for that. YouTube is there, but where else?” On Friday, March 28th, he launched the African International Short Film Market (AISFM) with Kagabo Nkubiri (co-founder of Zimbabwe’s Edixmedia) and Theodore Ishimwe (CEO of Rwanda’s Cinetie) to connect short film creators with key global distributors.
At the virtual event, the co-founders revealed plans for a premier platform that will create essential value in short films and change how most filmmakers treat them as mere calling cards to investors for longer-length projects. “Things are already changing,” remarked filmmaker Ike Nnaebue (No U-Turn). “Thanks to technology, people have a shorter attention span and are consuming more bit-sized content on TikTok and Instagram. The future of cinema might just be in short-form content.”
Other panelists, Samuel Tebandeke (Ziwa, Ten O’Clock) and Tolulope Ajayi (Princess on a Hill), brought insight to AISFM’s strategy, focusing on building structure and how advertisements can help drive income and engagement. The message was clear: “Skit makers are onto something, and the short film industry needs to learn from them.”
The program, themed “The Future of Short Film Distribution in Africa,” concluded with a pitching and feedback session for emerging filmmakers Ayeka Wilunda (Kenya), Ella Bakare (Nigeria), Mbasa Tsetsana (South Africa), and Emmanuel Amimo (Kenya), the first batch of beneficiaries of the hybrid marketplace funded by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ), Some Fine Day Pix, and Moving Pictures, with The FilmJoint as a curation partner. Other industry stakeholders like Kenya’s Media Pros CEO Wangeci Murage and Blue Pictures Founder Joy Odiete were also involved in the event moderated by Chidinma Onyebuchi (Magic Pen) and media specialist Lucy Muthui.
AISFM’s digital platform is currently in development, but they are planning to host a physical marketplace for short film creators and key distributors later in the year. More details about the event will are expected to be announced soon.
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