The distribution and marketing conundrum for filmmakers in Kenya
Gloria Nkatha
Social media strategist ||Film critic at Talk Film To Me || Impact Producer|| Films Marketing Strategist
Today, I want to delve into a topic that's close to my heart as both a social media strategist and a film critic: the challenges filmmakers face in terms of distribution and marketing in Kenya. While the Kenyan film industry continues to flourish with an abundance of talent and creativity, navigating the complex ground of distribution and marketing poses significant hurdles for filmmakers seeking to share their stories with a wider audience.
Limited Distribution Channels
One of the foremost challenges facing filmmakers in Kenya is the limited availability of distribution channels. Unlike established film industries in countries like the United States or India, where a multitude of distribution platforms exist, Kenyan filmmakers often find themselves grappling with a scarcity of avenues to showcase their work. This scarcity not only restricts the reach of their films but also hampers their ability to generate revenue and sustain their craft. Yakwetu Online Limited is doing an outstanding job offering a distribution platform to Kenyan Filmmakers. Act of love short film which is on their platform, a film which absolutely has my heart, directed by Eric Mwangi and produced by Shirleen Wangari has gotten 10 nominations at the Kalasha International film and TV awards 2024.Yes, please vote them in??.
Fragmented Market Landscape
Additionally, the fragmented nature of the Kenyan market presents a dreaded obstacle for filmmakers attempting to navigate distribution and marketing strategies. With diverse linguistic, cultural, and socioeconomic demographics spread across the country, tailoring a one-size-fits-all approach becomes increasingly challenging. From urban centers to rural communities, each segment of the audience demands a customized outreach strategy, making it essential for filmmakers to adopt a nuanced and localized approach to distribution and marketing. Imagine selling one product to different people at the same time! You have to learn them all to know how to sell to them.
Resource Constraints
Resource constraints pose yet another and one of the biggest hurdle for filmmakers in Kenya. From limited budgets for production to insufficient funds for marketing and distribution, financial constraints often impede filmmakers from fully realizing the potential of their projects. Most filmmakers only have budgets for production and none at all for marketing and distribution. Without adequate resources to invest in promotional activities or secure distribution deals, even the most compelling films risk fading into anonymity, unable to reach their intended audience. This is how we end up with the infamous "made for family, hard drive projects".
Lack of Industry Infrastructure
Furthermore, the lack of a robust industry infrastructure aggravates the challenges faced by filmmakers in Kenya. Unlike established film industries where production studios, distribution networks, and marketing agencies form an interconnected ecosystem, Kenya's film industry still grapples with a scarcity of institutional support and industry infrastructure. We are yet to get a fully functional structure. The absence of dedicated platforms for film promotion and distribution further complicates matters, leaving filmmakers to navigate the terrain independently and often without guidance. I applaud Sinema Focus for shining light on new films for the Kenyan audience.
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The Role of Social Media Strategy
In the face of these challenges, social media emerges as a powerful tool for filmmakers to overcome barriers to distribution and marketing. By leveraging platforms like Facebook, Twitter, Instagram, and YouTube, filmmakers can bypass traditional gatekeepers and directly engage with their target audience. From sharing behind-the-scenes glimpses to organizing virtual screenings and crowdfunding campaigns, social media empowers filmmakers to build a loyal fan base, generate buzz around their projects, and attract potential investors and distributors. In this day and age, numbers count. While your film might be great, make sure you have the numbers too. You know, just in case.
Collaborative Solutions
Despite the dreading challenges posed by distribution and marketing in Kenya, there is reason for optimism. By fostering collaboration between filmmakers, industry stakeholders, government agencies, and private investors, we can work towards building a more vibrant and sustainable ecosystem for the Kenyan film industry. Initiatives such as film festivals, co-production agreements, and talent incubation programs can play a pivotal role in nurturing local talent, fostering innovation, and expanding the reach of Kenyan cinema on the global stage. There are a lot of avenues here!
Looking Ahead
As we confront the challenges of distribution and marketing in Kenya, I am inspired by the resilience and creativity of filmmakers who continue to push boundaries and defy odds. Every time I think of a film with a successful marketing campaign, the film Softie by Lightbox comes to mind. Lucky Mwachi (MPRSK, ACCPA) you are a beacon of light I am following behind and fast! By harnessing the power of social media, forging strategic partnerships, and advocating for greater support from industry stakeholders, we can pave the way for a brighter future for the Kenyan film industry—one where every filmmaker has the opportunity to share their stories with the world.
Signing out,
Gloria,
Social Media Strategist & Film Critic.
Cinematographer | Editor | Producer | Thought leader Technical and Internal Productions Manager @
8 个月This is a very interesting read, and I agree with the shared sentiments I would like to also emphasize on the importance of filmmakers understanding what distribution is and the possible avenues of the aforementioned. For the few years I have been in the industry, I have witnessed some filmmakers only bring up the topic of distribution after the film has been produced as opposed to during the developmental stages, Such are the approaches I believe are important to be considered prior to the production stage in the filmmaking journey. Distribution is truly a very important topic, Thanks Gloria Nkatha for sharing
Actress, Filmmaker
8 个月Thank you Gloria for the kind words
Flextronics | Overseas Talent Guidance | Venture Capital | Project Analysis |
8 个月true. you make it look like a small challenge but it is even bigger
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8 个月We will crack it, just one day at a time.
Brand Executive Showmax
8 个月This is a well done piece. Film makers and creatives need to understand that they cannot progress as lone rangers. Those who have gotten it right have done so through collaboration and working together as lean units. Being on the look out for opportunities is the other thing they need to do and do well, one can only crack this if they have a robust network which then marries into the first point. The Film Industry stakeholders also need to maximize on social media and the power of personal commercial websites where they can publish, control and monetize their content. And last as a country we need to do better when it comes to film reporting and coverage.