NFVF releases research on audience landscape and attitudes to local film

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The research will help the NFVF sharpen its strategic focus to support South African filmmakers, as well as develop the audiences. Devnomics Research and Surveys conducted the research over a 15-week period.

According to Peter Kwele, NFVF Head of Marketing and Communications, the project was aimed at identifying audience trends with regard to the consumption of film and videos in Africa with a specific focus on local content.

Main objectives

The five main objectives of the research were:

1. To generate a demographic profile of SA audience

2. To identify audience content preferences (language, platform of consumption, and so on)
3. To evaluate spending patterns pertaining to film and video consumption
4. To gain insight into the general perception and attitude toward SA film and videos

5. To assess the audience's accessibility to cinema

Commenting on the aim of the research, Zama Mkosi, NFVF CEO said the research would help the NFVF chart a strategy course to support local filmmakers. "The NFVF has consistently recognised that audience development is a continuous process which requires attention through support programmes. The research has reiterated our commitment to ensure that we retain and grow audience by being responsive to their needs."

"The findings were broad. At the outset, there is a demand for South African film but there was also a real sense that there was a lack of attention to audience preferences. The research indicated that South African film did not always consider what the audience wanted," said Kwele.

"We found, for example, that local audiences had a real desire for cultural references. The feedback indicated that South African film does not always represent a true reflection of South African life, and so many people watch more international content than local. The research strongly shows that audiences want local films to tell the world about South African stories, cultures and heritage. There are many stories to tell."

For those who say South Africa does not have true celebrities, the research does reflect that some actors have their own followings.

Costs an issue

"We did not only review film content. We found that the platforms where consumers can view the film are as critical as the film itself. The preferred platforms for film and video consumption include film festivals, DVD, TV, cinema, video on demand, Netflix, YouTube and so on. If local films are not on some preferred platforms, then they will not be consumed," noted Kwele.

Not only is disposable income an issue in whether or not audiences consume films but the research also highlighted a real perception that "local films should be cheaper."

"There is therefore a reluctance to spend disposable income in consuming local films especially if it is not decidedly and significantly cheaper," said Kwele. "We now know that more must be done to promote local content in terms of availability and price."

Other issues that hamper the local market include the price differences between renting, purchasing, cinema and home viewing; cheaper pirated copies; lack of access to cinema and new platforms for viewing films.

"Building new cinemas alone with not increase local viewings. The research shows that local audiences prefer foreign film content above local content. This is largely because South African audiences can watch local content for free; South African audiences perceive South African films as being of a poorer quality than foreign films and foreign films have a perceived star quality," concludes Kwele.