Contrary to what was reported in the May issue of the Screen Africa print magazine, the Cape Film Commission will not send a delegation to the Cannes Lions International Advertising Festival.
According to a press release issued by the CFC on 21 May, the decision was prompted by the withdrawal from the Cannes Lions expedition by the Gauteng Film Commission and Durban Film Office. The CFC, which is re-looking at its various strategies including international marketing campaigns as part of the current review of all provincial public entities, cannot carry the cost of the Cannes Lions project alone.
At a recent Industry Breakfast, Cape Provincial Minister of Finance, Economic Development and Tourism said: “We need to ask ourselves is whether our current international marketing campaigns give us adequate value for money in terms of investment, or if this money would get better leverage for our film industry if used elsewhere.’
Vuyokazi Matu, CFC Board Chairperson, added: “The CFC is the lead agency in the South African expedition to Cannes, giving support to the GFC, the DFO and the National Film and Video Foundation. Together, we created a South Africa House which served as a base for our producers to interact with one another and host international clients.
After the withdrawal of the GFC and DFO, it became apparent that we were not going to be able to carry the cost of the expedition on our own. Over the past few weeks, the CFC board has engaged with several producers and industry stakeholders. During these discussions it was highlighted that due to the 2010 FIFA World Cup and financial considerations, many of them will not be at Cannes Lions this year, having chosen to consolidate resources this year to mount a supreme campaign in 2011′.
The CFC plans to return to Cannes Lions next year.