By REDSON KANDOZI & CLARA WADI
Malawi's movie industry has demonstrated significant growth in recent years, with a notable rise in both quality and the representation of Malawian stories. Films like Fatsani, Misnomer, and Highbrow, along with the recent TV series Mushroom Shade, highlight the sector's success.
The last episode of the first season of Mushroom Shade alone grossed over 4 million Kwacha on Ulinzinga, a local distribution platform, underscoring the industry's positive direction.
Despite this progress, there are still gaps to address and opportunities to explore to maintain and accelerate the industry's growth.
Beatus Msamange, a film actor and producer, believes there are still professionalism gaps to be addressed among actors. In an interview, he says:
“Most of us just do this out of passion, often diving in without proper research on addressing work ethic issues such as punctuality, contract negotiations, as well as role preparation.”
He adds that most actors rely on YouTube for training and suggests the need for having local training facilities that can train actors even in the local language so that everyone has access to the resources.
Msamange also emphasizes opportunities television stations can open to foster industry growth, citing the success of TV series in countries like South Africa.
“We need individuals in TV stations to champion the development of TV series. For instance, South Africa's filmmaking opportunities largely come from TV soapies. If we can adopt the same culture where we have multiple TV series aired on local TV stations, then we can all benefit.”
He adds that filmmakers often handle their own marketing when dealing with TV stations, which is not ideal. TV stations should provide the platform and commission the work, ensuring that actors and talents stay employed, while they earn revenue from ad breaks during the shows.
Nyokase Madise, Creative Director of Good Talent, a local creative hub focusing on elevating young artists and creatives, emphasizes the need for authenticity in storytelling to create compelling movies that appeal to global audiences.
“We can go a step further in uplifting our film industry by reimagining our local stories, like the upcoming film “Kamdothi”. Global movie franchises like Marvel are filled with references to cultures all over the world, including Africa.”
As long as we remain true to our voices, we can make compelling movies. Legend has it, that parts of the famous Lord of The Rings were inspired by the legends of Malawi's very own southern highlands,” she says.
With the potential unfamiliarity with paid viewing, especially on local digital platforms like Ulinzinga, Madise suggests that filmmakers should still use traditional approaches as they are still relevant.
“I think filmmakers should go more old-school and tour with their movies in local cinemas and video shows. The experience of gathering as a community and paying to watch movies is still very much alive in Malawi, and we should capitalize on that,” she says.
Essim Mbwana, a Malawian filmmaker who is also part of the production team for the popular TV series Mushroom Shade, highlights that although the industry is moving in the right direction, it’s not accelerating at the optimal pace.
Mbwana points out that beyond financial challenges, there are other gaps in the local movie industry that hamper the development of high-quality productions.
“There is a lack of knowledge among the filmmakers and everyone involved; many individuals in the industry are less knowledgeable about filmmaking,” he says.
With the current volume of content being produced, Mbwana acknowledges the profitability of the movie industry adding that movie producers are now making profits compared to past years, but it's still unpredictable and very risky.
He adds that inadequate distribution channels are leaving a gap between local content and its potential local audience that is willing to support it.
Joel Fickson, founder and Lead Developer of Vwaza Multimedia, another local distribution platform focusing on bridging the gap between talented creators and their audience in Malawi and across Africa, adds the digital divide as a key issue in the distribution of content. He says:
“I think there is also a lack of understanding of platform utilization for revenue generation. It is a significant issue in Malawi and many developing countries. Many content creators are skilled at producing engaging content but lack the business knowledge to monetize it effectively.”
To bridge this divide, Fickson suggests several strategies so that local content creators can make more profits from their art. He says:
“We need to develop targeted education programs for content creators focusing on both creative and business skills. I also recommend the development of more local digital platforms that understand the Malawian market.”
Fickson also advocates for improved digital infrastructure and internet access as proposed solutions to both promotional and distribution challenges.
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