Marketing SA as a major player in world filmmaking

Edward Tsumele

Edward Tsumele

The campaign to market South Africa as a major film destination will gain momentum at an international film expo in the US from today.

The South African delegation attending the Association of Film Commissions International will comprise the National Film and Video Foundation, Department of Trade and Industry, Gauteng Film Commission, Durban Film Office and the Cape Film Commission.

The expo takes place in Los Angeles, California, until April 18.

The involvement of all partners in the delegation was cemented at a two-day joint marketing strategy meeting held in Cape Town in February.

A decision was taken that the partners "need to develop a joint international marketing strategy" to present a collective South African film industry brand.

In working toward this common objective at this year's expo, the partners will focus on film locations, infrastructure, crew and cast (marketing SA talent to the global world) and the film and television incentive scheme, which has been welcomed globally since its launch early last year.

As part of the plans in LA, South Africa will hold meetings with international participants, filmmakers and studios.

The delegation will also host a networking session for strategic guests which promises to also attract high-ranking independent filmmakers and those in the business of film based in Los Angeles.

The South African consulate in Los Angeles has, as with previous years, committed their support to the efforts made by the film partners.

"One of our objectives is the promotion of South Africa's global image, not only as a leader in trade and technology but also as a prime destination for investment, tourism and most recently filming - having gained international recognition through the many awards bestowed upon our South African filmmakers all over the world," said Jeanette Ndhlovu, South Africa's consul-general in Los Angeles.

The country continues to grow from strength to strength and through successful marketing efforts, films such as Ali, Blood Diamond and 10 000 BC were shot in South Africa.