Durban FilmMart Head Magdalene Reddy on Africa’s Financing Boom, Transformative Power of Cinema and How to ‘Create a New Vision’ for the Continent

variety.com:

Christopher Vourlias The Durban FilmMart returns to South Africa’s sun-splashed coast this week for its 15th edition, with the thematic banner “African Visions Unleashed” underscoring the event’s focus on the power of the continent’s creative industries and how they can be harnessed to address the day’s pressing issues while also playing a more socially responsible role.

Magdalene Reddy, director of the Durban FilmMart Institute, says this year’s edition is organized around the overarching question: “How do we create a new vision for Africa?” “There’s a very transformative power in film.

This year, having looked at what’s happening in our world, we thought, ‘Let’s ensure that filmmakers are creating stories or producing films in a more responsible way,’” Reddy tells Variety. “And by being responsible, we mean responsible to our society and responsible to our environment.” A dynamic, wide-ranging program at this year’s DFM, which runs July 19 – 22, brings together industry professionals to engage with hot-button issues including the potential disruption of artificial intelligence, IP protection, fair labor practices, gender equality, industry codes of conduct and the impact of climate change on film and TV production.

The goal, Reddy says, is to move beyond traditional narratives to emphasize the potential of cinema as a tool for transformation while also showcasing both new and established filmmakers from across the continent. “Durban FilmMart is a space where we create visibility for projects,” says Reddy, “so that international financiers, programmers, broadcasters, local broadcasters can all connect with what’s new on the continent, who are the new talents, what are the new stories being told, and how can we invest.