The South African film industry is standing at a fascinating intersection, overflowing with both difficulties and previously unheard-of possibilities. A recent discussion between The Callsheet, Joburg Film Festival Founder and Executive Director Tim Mangwedi and Festival Manager Taryn Joffe shed light on the key shifts shaping the industry and the road ahead for South African filmmakers.

Tech as an Enabler, Not a Threat

One of the most significant changes is the integration of technology, particularly Artificial Intelligence and Visual Effects, into filmmaking. Although initial anxieties existed, the general feeling is changing towards seeing technology as a tool to improve, not replace, human imagination. Mangwedi notes that young people “are not scared of technology”. The availability of these tools allows them to be more independent, reducing reliance on massive budgets to bring their visions to life. This new era encourages a faster, more agile approach.

The Rise of Authentic Local Content

Another major development is the increasing demand for local content on streaming platforms. According to Mangwedi, a large percentage of what is watched is local content. This desire for real South African and African stories presents a fantastic opportunity for local filmmakers to connect with audiences both at home and abroad. Taryn Joffe emphasises that “the rest of the world wants to see more authentic storytelling… people abroad want to see filmmakers telling stories in their own language and that are true to them as opposed to just appealing to a foreign audience. So that’s really promising.”

This shift marks a move away from the past, where filmmakers often felt forced to suit foreign tastes. Now, there is a growing understanding that the unique voices and experiences of South African storytellers are valuable and sought after.

Co-Production: A Strategic Imperative & The Joburg Xchange (JBX)

To fully benefit from these possibilities, Joffe highlights the importance of co-productions, with JBX playing a crucial role in facilitating these partnerships. The Joburg Xchange, she explains, is “the meeting point for dialogue and conversations and networking”. South Africa has numerous agreements with other countries, and JBX aims to investigate the “gaps and opportunities” in making use of these agreements. The event will feature co-production panels and case studies, which aim to identify “what kind of funding and technical support do filmmakers need?” and “How accessible are these co-productions?” By encouraging collaborations and sharing knowledge, South African filmmakers can access funding, experience, and wider distribution networks. As Joffe states, “We need to be capitalising on that.”

The insights shared by Mangwedi and Joffe paint a picture of an industry going through a dynamic change. To do well in this new environment, South African filmmakers must:

• Embrace technology: Try out Artificial Intelligence and Visual Effects to improve their storytelling and make production processes more efficient.
• Tell authentic stories: Focus on stories that show the unique experiences and views of South African and African communities.
• Look for co-production opportunities: Take an active part in events like JBX to create partnerships and get access to resources.
• Support film culture: Go to festivals, conferences, and workshops to learn, connect with people, and stay up to date with industry trends.

The Joburg Xchange 2025 positioning, “Made in Joburg for Africa and the World,” is a vital platform for launching local talent and connecting them with international audiences.

By accepting change, encouraging teamwork, and celebrating real storytelling, South Africa can strengthen its position as an active and important power in the global film industry.