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SA makes strides at AFCI
Mon, 08 Jun 2009
Despite the depressed global economy, the recent Association of Film Commissions International (AFCI) Locations Trade Show in Los Angeles proved to be a useful marketing exercise for South Africa’s film commissions and office.
The Gauteng Film Commission (GFC), Durban Film Office (DFO) and Cape Film Commission (CFC), together with the National Film and Video Foundation (NFVF) and the Department of Trade & Industry (DTI), employed a joint international marketing strategy to present a collective South African Film industry brand. South Africa’s film infrastructure, crew and talent, as well as the DTI’s film and television incentive scheme, were the main focus.
GFC marketing manager Puisano Phatoli notes that while the show was well attended, it seemed as if most film commissions took the approach of attending as countries, states, etc. in a bid to share resources and minimise costs. “I noticed that there was an absence of some Caribbean Islands, film commissions like Jamaica and Trinidad & Tobago. It seemed that Jordan had a particularly busy stand, with most of the projects requiring Middle East locations going there. We had a satisfactory number of visitors to our stand; most of our visitors were relevant people like producers or location managers.”
Laurence Mitchell, CFC CEO, points out that the positioning of the South African stand was different this year. “It was right at the back of the hall next to the food and beverage section, which ensured a good flow of people throughout. I think the show was definitely smaller this year due to the recession. There were certainly fewer casual visitors, but I can say our hit rate was much better than previous years and the level of engagement much more focused and meaningful. South Africa and Cape Town in particular generated interest as a location.”
Read more in the June 2009 issue of Screen Africa
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