Motion pictures are truly special and one of the strongest tools for storytelling. Africans have significantly pushed the boundaries in this arena. The African film industry stands out uniquely because of its diversity, despite the numerous challenges that still need addressing.

The world is well aware of the West African film industry. Even before the advent of streaming platforms, Nigeria and Ghana were producing African films in the hundreds of thousands annually. Today, other parts of Africa are catching up, churning out movies at a remarkable pace. These films often have a profound influence on popular culture.

African cinema has embraced a wide array of themes and sub-themes, ranging from family dynamics, such as in-law dramas and extended family complexities, to addressing civic issues. Films have been at the forefront of the fight against HIV/AIDS, with African governments supporting productions that raise awareness about various social issues.

For many, the closest glimpse into the African way of life comes through film. However, African governments have not yet capitalized on film for soft power, unlike Latin America with telenovelas, South Korea with K-dramas, or Turkey with its recent surge in television dramas. Agencies like the CIA and Mossad have long understood the power of film in shaping narratives and spend billions on their film industries.

Consider the example of HIV/AIDS awareness films funded by African governments, which made significant headway. Governments could similarly fund films addressing climate change or use film to advocate for a place on the UN Security Council, or to challenge imperialism as other nations do.

When an African film receives an Oscar nomination, we celebrate. When African productions make it to Cannes, or land screenings at the Berlin or Vancouver International Film Festivals, we pay attention. This is positive, as these festivals set important standards. However, Africa needs its own massive film festivals, potentially coordinated by the African Union.

African governments must implement policies that encourage film from the academic level across the continent’s universities. They should lower taxes on the importation of equipment, encourage peer-to-peer collaboration across the continent and globally to facilitate knowledge exchange, and fully realize the African Continental Free Trade Area (AfCFTA) to allow free movement of directors, actors, scriptwriters, cinematographers, and producers without visa requirements across the continent.

The African film industry has the potential to expand, generate significant tax revenue, employ millions, entertain, and, importantly, reclaim and shape the African narrative.