With the global film industry projected to […]

With the global film industry projected to generate US$32.8 billion in box office revenue in 2025, Zambia’s filmmakers are urging the government and private sector to strengthen distribution channels and provide greater financial support, positioning the country to claim a share of this lucrative international market.

Abel Silungwe, General Secretary of the National Association of Media Arts (NAMA), emphasized that Zambia’s film sector could only begin to rival regional powerhouses like South Africa if persistent challenges around distribution and funding are urgently addressed.

Speaking to the Zambian Business Times – ZBT, Silungwe acknowledged the quality and creativity already present in Zambian productions. However, he highlighted a critical barrier: limited access to audiences beyond initial cinema screenings.

 “Our biggest challenge as a film industry right now is distribution,” Silungwe said. “Most of the time when a film is premiered at the cinema, it just ends there. People don’t have access to our films.”

 He argued that expanding access to Zambian films through diverse and modern distribution platforms would significantly boost the sector, increasing both local and international viewership. Silungwe pointed to the cross-border appeal of South African films as a model for Zambia, noting, “You don’t need to be Zambian to consume Zambian films, just like we consume South African films. Effective distribution is key to industry growth.”

In addition to distribution, Silungwe identified inadequate funding as a major obstacle. Many filmmakers, he said, are forced to self-finance their projects, which limits production quality and scale, and constrains the industry’s ability to compete on the global stage.

Silungwe advocated for the creation of a dedicated Film Commission, which would provide much-needed financial support and help raise production standards. “If government can quickly move in and help us establish the Film Commission, that will help us fund films. It will also improve the quality of the productions we are making,” he explained.

Currently, most local films are produced with limited resources, impacting technical quality and reducing the sector’s ability to attract international attention. Silungwe concluded that a well-funded industry would empower filmmakers to prioritize storytelling and production value, rather than struggling to secure basic resources. As global opportunities expand, Zambia’s film industry stands ready for growth, but only if it receives the strategic support needed to compete on the world stage.

Article by Karen Ngulube