LEVERAGING ON ENTERTAIMENT TO PROJECT
AFRICA’S IMAGE: THE CASE OF FILM
Theme: Smart Investments > Good Returns >
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KENYA FILM COMMISSION
Theme: Smart Investments > Good Returns >
WHO ARE WE AND WHAT IS OUR OBJECTIVE?
“KFC is a state corporation whose overriding objective
is to enhance economic and social well-being of
Kenya and its people through building of a selfsustaining and vibrant local film industry in Kenya.”
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A BILLBOARD IN AN AFRICAN AIRPORT
Theme: Smart Investments > Good Returns >
HOLLYWOOD HAS MADE BILLIONS OUT OF
AFRICA’S WILDLIFE!!!
Big
? What has Africa made out of it?
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WHY FILMS
Theme: Smart Investments > Good Returns >
Why Invest in Films
an award-winning filmmaker -James Jaeger in his article
“A Radical, Up-side View”
•“A movie is the best investment one can make for
the up-side potential vs. the risk.
•They're better than real estate, blue chip stocks,
gold, silver, precious stones, income-producing
rental properties, treasuries, international
currencies . . .
•better than anything, with the possible exception of
investing in your own education and spiritual
enlightenment.
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IMAGES OF AFRICA
Theme: Smart Investments > Good Returns >
1.
POVERTY
2.
UNEMPLOYMENT
3.
ETC
Investing in film industry will generate millions of dollars
and create millions of jobs…and change these images that
in many cases result from realities in Africa.
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FILM EARNINGS
Theme: Smart Investments > Good Returns >
Global Trends in Film Earnings
• Films generate income from several revenue streams including
public exhibition in theatres, home video, television broadcast
rights and merchandising.
• Theatrical box office earnings are the primary metric for trade
publications in assessing the success of a film, mostly due to the
availability of the data compared to sales figures for home video
and broadcast rights.
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FILM EARNINGS
Theme: Smart Investments > Good Returns >
Global Trends in Film Earnings
Worldwide gross
Year
$2,782,275,172
2009
$2,185,372,302
3 Marvel's The Avengers
$1,457,760,486
4 Harry Potter & Deathly Hallows-2 $1,328,111,219
5 Transformers: Dark of the Moon $1,123,746,996
1997
2012
2011
2011
1
Avatar
2 Titanic
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FILM EARNINGS
Theme: Smart Investments > Good Returns >
Global Trends in Film Earnings
6
7
8
9
10
The Lord of the Rings: The Return of the King $1,119,929,521 2003
Pirates of the Caribbean: Dead Man's Chest $1,066,179,725 2006
Toy Story 3
$1,063,171,911 2010
Pirates of the Caribbean: On Stranger Tides $1,043,871,802 2011
Star Wars Episode I: The Phantom Menace $1,027,044,67 1999
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PRODUCTION BUDGETS FOR FILMS
Theme: Smart Investments > Good Returns >
Top 5 High Budget Films
1. Pirates of Caribbean
2. Tangled (Disney)
3. Spider Man 3
4. Harry Porter
5. Avatar
USD 300 million
USD 260 million
USD 258 million
USD 250 million
USD 237 million
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Return on Investment Performance on a Few selected films in the recent
years
Feature Film
Investment
Returns on
Investment
HALLOWEEN
$320,000
$75,000,000
% of returns
on
Investment
23437.5
RETURN OF THE
SECACUS 7
$60,000
$2,500,000.
4167
BENJI
$550,000
$45,000,000
8182
NIGHT OF THE LIVING
DEAD
$114,000
$40,000,000
35088
GRIZZLY
$700,000
$31,000,000
4428
DAWN OF THE DEAD
$700,000
$55,000,000
7857
BLAIR WITCH PROJECT
$5,000
$150,000,000
3,000,000
MY BIG FAT GREEK
WEDDING
$1,500,000
$200,000,000
13333.3
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FILM IN NEGERIA
Theme: Smart Investments > Good Returns >
Where are we in Africa? Nigeria 2010/2011
• Annual revenue for Nollywood is estimated to be around $590m. (Kshs 47.2
billion)
• On average, nearly 600 films are produced annually, each selling nearly 50,000
copies.
• In 2011, around 2000 movies were produced in Nigeria, averaging roughly 40
Films a week.
• Average shooting time is10 days and costing between $10,000 and $15,000.
• The film sector in Nigeria is the country’s second-largest employer after
agriculture, providing jobs for nearly 1million Nigerians.
WWW.KENYAFILMCOMMISSION.COM
FILM IN SOUTH AFRICA
Theme: Smart Investments > Good Returns >
Where are we in Africa? South Africa
According to the 2009 economic impact assessment study
commissioned by the Cape Film Commission
• The South African film industry had a direct annual turnover
of more than R2.65-billion
• The industry contributed an indirect annual turnover of more
thanR3.5-billion to the country's gross domestic product (GDP).
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KENYA
• The total value- added (GDP at basic prices) of the film industry in
2009/2010 amounted to Kshs.71,806.3million, equivalent to
3.6% of the total GDP of Kshs.2,080,003 million.
• Among the film industry, the direct contribution to the Kenyan
economy amounted to Kshs.1,925.3million (0.093%), while the
indirect contribution was Kshs.53,143.6 million (2.56%).
“Economic contribution of film and motion picture industry in Kenya, KFC, 2011”
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KENYA
• The industry also employed 4,103 people on permanent basis in
2009.
• The total wage earnings in the industry was 2,955.6 million in
2009/2010.
• The total number of establishments in the industry were 411 in
2009.
• The international impact of the industry in Western countries
especially, can be assessed by the increase in the issuance of
special permits for film and documentary producers, which was
3180 in 2011.
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FILM GENRES
Theme: Smart Investments > Good Returns >
INVESTMENT OPPORTUNITIES
. Film Production ranging from....
•
•
•
•
•
•
Full length feature films
Short feature films
Animated films and television drama
Documentary films
TV drama
Reality shows
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Film and Country Branding
• Films convert audiences into brand
ambassadors/tourists
• Destination images greatly influence perceptions &
choices
• Films provide knowledge of key aspects of country
• Country promotion is very well done through film – the
case of US.
• Films play a key role in promoting investment.
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Film and Country Branding
The following films have presented huge exposure
for Kenya
• Out of Africa
• First Grader
• Nairobi Half life (recently screened in 48 theatres
across the US)
…And many others
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Film and Country Branding: Selected cases
• The New Zealand tourism board looked at the
lords of the rings film in terms of promotional
price and worked out what the exposure would
have cost in commercial equivalent.
• Estimated the exposure at US$ 41Million
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Film and Country Branding: Selected cases
Film
Location
Brave heart
Wallace, Scotland
Dances with Wolves Kansas
The Lord of the rings New Zealand
Mission Impossible 2 Sydney
Little Woman
Orchard
Saving private Ryan
France
Pride and Prejudice
Cheshire, UK
Miami Vice
Miami
Captain Corelli's
Greece
Troy
Turkey
Impact
300% Increase visitors after release
25% increase compared 7% previous year
10% increase per year 1998 - 2003
200% increase in 2000
65% increase after release
40% increase in American tourists
150% increase in visitors
150% increase in German tourists
50% increase over 3 years
73% increase in tourism
PASSING MESSAGES THROUGH FILM
Theme: Smart Investments > Good Returns >
•
•
•
•
•
Film images last long in people’s mind.
Film characters become “real” to viewers.
Images in films are powerful (people shed tears)
Films also pick real images (Hollywood signage)
AFRICA can tell her story through FILM.
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