Bringing film to rural areas
Launching in January 2007, the 'Rural Film' project aims to give a platform to organisations and companies through the medium of community cinema for informing rural communities about their products or programmes. At the same time, it will provide entertainment for the community at large, as well as an opportunity for data collection for research purposes.
The fortnightly 'Mobile Movie Experiences' have been designed to include a topical news round-up; an insert on life-skills, social problems and the like; and the main feature film, interspersed by advertising slots. Sponsors who wish target this particular market will be able to become involved by becoming gold or premium sponsors, depending on their financial contribution.
Specialist experience
The initiative is by a group of individuals involved in the film and retail industries who have combined their creative and research talents. The concept came about as a result of the specialist experience gained by projects founders Justin Bend, Travis Bailey and Verena Illingworth in designing and co-ordinating social mobilisation and development initiatives.
"We felt that between us we had a unique blend of knowledge and experience that we could use in a positive and uplifting way, while at the same time being financially viable," explains Bailey.
"From our years of experience working within these areas, we believe that the creation of a regular space for this kind of activity can support and strengthen existing community networks, as well as providing access to the corporate sector for first-hand research into the lifestyles, aspirations and behaviour of rural consumers."
Movie club card
A 'movie club card', requiring a small financial investment from each member, will be implemented once the project is up and running. It is hoped that this facet of the project will encourage commitment and consistency in attendance.
The project will be launched initially in the Eastern Cape and then rolled out in KwaZulu-Natal (KZN) and Gauteng over the next three years. In order to cover the geographic area, regional circuits of five circuits each have been set up, each circuit comprising six identified communities.
The 'Mobile Movie Experience' will take place every two weeks within each of these circuits, creating 60 slots per month, with an average of 150 people attending each daily viewing every week. It is estimated that approximately 4500 people will be involved in the first phase of start-up in the Eastern Cape; this number is expected to double in Phase 2 when the project moves to KZN.
