After the completion of the Cannes Film Festival and prior to the start of the Durban International Film Festival, Screen Africa caught up with AB Moosa, the managing director of the Avalon Group, to talk about what it takes to make an impact at film festivals.
It was Moosa’s twelfth trip to Cannes, which is considered the most important film festival in the world. Each year at the festival and Marché du Film more than 30 000 professionals are accredited. This year marked its 69th anniversary, and the event continues to strengthen its role as a pioneering platform in world cinema. “This includes the unearthing and promotion of films and artists to the implementation of new activities to support film creativity and growth,” says Moosa. Cannes includes a series of cultural and artistic activities such as masterclasses, workshops, panel discussions, symposia, and a prestigious competition, the highpoint of which is the Palme d’Or Award.
According to Moosa: “It is therefore crucial for South Africa to make its presence felt at this incredible market and festival to showcase its film offerings and talent to the international film fraternity.”
Moosa observed at the festival that, despite the rapid rate at which technology continues to revolutionise and reinvigorate the film industry with streaming becoming more relevant, cinema-going and the big screen experience continues to be an integral part of filmmaking.
“For me personally Cannes is always exciting because I get to meet key international industry players in one place and the conversations we have around film are sometimes the most enriching part of the experience,” adds Moosa. He attends the festival to service relationships with studio executives and to negotiate new content for South Africa. “Attending keeps me up to date with international filmic trends.”
The thriving South African cinema industry certainly stood out at Cannes this year. Moosa says that the SA film Happiness is a Four-Letter Word was a great local film to showcase to a global audience. “Other strong films included Kalushi, Free State and Mrs. Right Guy.” Unable to view any of the films in Cannes, Moosa views any home grown offerings in SA. “From what I hear, the viewings of these films were very well received by international buyers,” he says.
Advising filmmakers, Moosa says that Cannes is a very competitive market with global industry talent convening in the French Riviera to network and showcase their films. He says: “It can be overwhelming for many first time players and my advice is to persevere even at times when it may seem impossible to break into such a competitive space and to aspire to make films that are proudly South African with a global appeal.”
Back on home ground, Avalon, South Africa’s largest and oldest independent cinema exhibition and entertainment company, were co-founders of DIFF and have been co-sponsors since its inception in 1979. The group have also supported the Durban FilmMart since it commenced seven years ago.
“DIFF has and continues to be an important and invaluable platform of both showcasing and supporting new talent,” says Moosa. “New talent gets recognition and with this comes further benefits, allowing the filmmaker to leap to the next level. Many filmmakers have also told me that both DIFF and DFM are the best platforms for film networking in Africa. It has led to many mutually beneficial relationships and other collaborative possibilities. For me one of the greatest benefits of DIFF is the educational opportunities it presents; both to filmmakers and the general audience.”
DIFF is a part of the Avalon legacy, says Moosa. “The festival started at a time in our country when we were the only cinema group willing to screen festival films, many were politically sensitive as they were critical of apartheid or had scenes of black and white interactions which were not acceptable to the apartheid government.”
Thirty-seven years later it has certainly grown in stature and is among the most significant film festivals on the continent, which Moosa says the group is humbly proud to have been a part of for all these decades.
DIFF certainly has the potential to grow and become more internationally respected and regarded, like Cannes and other international film festivals. Moosa says: “This however would require a revised and refreshed approach for it to be revitalised and developed.” He says that DIFF has the potential to show the world that there is infinite skill, ability and talent both in South Africa and Africa and it is an important platform to showcase this.
A pioneer and entrepreneur himself, Moosa says that DIFF has reached a stage where a new approach needs to be considered and adopted. “As with many things in this dynamic and fast-paced industry and world, in order to stay relevant reinventing oneself is required,” he says.
Each year Moosa attends film festivals in Berlin, Cannes, Toronto and Dubai, and others sporadically. “Each one has something unique to offer and sometimes it depends on the timing, completion and release of different films that helps make a particular festival more relevant than others in a given year.”
While the famed film festivals such as Cannes, Sundance, Berlin, Venice, Rotterdam, Toronto, all have at least some element of subjectivity, Moosa says not to forget the niche and genre festivals that may be best suited to screen your film.
Considering the possibility that it is the films that make a festival Moosa says the two co-exist and are equally important. “Festivals create opportunities for the film to be seen by a wider and international audience and promote the talent of the film to aspire to possibly better works in the future,” he adds.
Moosa says that if the film is well received by audiences then it gains a life of its own. “Plus the bonus of having the international press and respected trade mags to promote the film is invaluable.”
He says that positive word of mouth is most often what helps to create the impact.
After DIFF Moosa is off to CineEurope in Spain, which is an annual cine exhibitor’s conference and trade show. “There I will meet with studio execs and then up-to-date insights, trends and technological developments in cinema are showcased and discussed.”





















