The South African Feature Film Industry: A Comparative Analysis

Abstract

Although the South African film industry has the required competency to become a significant player in the international film market, few South African films enjoy commercial success. This paper examines why South African films are not more successful and assesses what government and other stakeholders can do to promote a sustainable and successful film industry. The paper draws on the experiences of the United States, the United Kingdom and other countries to argue that the South African government should not focus solely on the cultural aspects of the film product but should attach more importance to distribution, promotion and audience development.