Mabona: the birth of a movie industry

Mabona (aka kwaito in pictures) this is the only way that a movie industry can be established in South Africa. If you look at the SA music industry as a case study or Bollywood or Nollywood, this is the only way you can make an artistic product that resonates with and that the local market will appreciate. Most local stories cannot be told within the Hollywood context for many reasons. Furthermore you cannot expect to have a Hollywood budget for your movie script. Hollywood budgets demand Hollywood marketing and distribution. Before you can get a Hollywood budget you will need a Hollywood cast and your script must be Hollywood and it must also have a Hollywood director behind it. So in this case there are too many ifs and buts that are not in your locus of control. The only way to approach the movie industry locally is to follow the Nollywood or Bollywood or Kwaito route within the context of movies of course.

1. Brand the offering - call it Mabona, after the phrase ''mabona kude''.
2. Use unknown/new local actors, create new stars.
3. Use spaza shops or taxis or road vendors or other means as your distribution channel.
4. Use proper cameras and proper sound and proper lighting at an affordable budget.
5. Use local and powerful stories e.g. Salon settings, Makhwapheni, Charismatic churches, Model C schools, shisa nyama etc.
6. Control and limit your budget to shoe-string guerilla tactics.
7. Use guerilla means to market the new releases.
8. Keep on creating - find the right mix between quantity and quality - the more titles out there the better chances of creating the Mabona industry.
9. Source government funding if you can but do not rely on it.
10. Look for new talent in all areas.