African film industry expands through local storytelling and distribution deals

The African film and content market is seeing increased growth through localized production strategies and new distribution pathways. The AFRIFF Film and Content Market (AFCM) has facilitated significant outcomes for filmmakers, including distribution deals and opportunities to pitch at the Cannes market. For example, the film ‘To Adaego With Love’ secured a theatrical distribution agreement in Nigeria through Trino Motion Pictures following connections made at the AFCM.

In parallel, major media entities like the CANAL+ group are restructuring to support pan-African storytelling. The group has divided its operations into five territories—Nigeria, Portuguese-speaking, French-speaking, South Africa, and English-speaking Africa—to better unearth regional talent. Industry experts suggest that the most successful international exports are those that remain hyper-local and authentic rather than attempting to mimic generic global formats.