SA celebs have no star power

This is according to findings of research carried out by Devnomics Research and Surveys and the National Film and Video Foundation (NFVF) on South African film viewers, aimed at creating an understanding of South Africa’s audience landscape and attitudes towards local films.

The researchers used in-depth personal and telephonic interviews, a focus group discussion, and questionnaires – of which 2 911 were completed countrywide.

Adults were categorised as being between the ages of 17 and 65, while the youth was seen as being between five and 16.

NFVF Audience Research Project. Graphic: Marcio Quintal.

Half of the participants were between the ages of 16 and 29, and said they believed because a film was produced locally, it should be cheaper or even free.

The research also showed most people prefer to watch movies when they are screened on TV, with 19% preferring to watch on free-to-air TV channels like SABC and e.tv, while 24% said they watch on pay TV via, for example, subscription to DStv.

Although the research showed many South Africans followed their favourite actors and actresses, they tended not to follow new international celebrities or South African celebrities in general.

According to the report, respondents felt the most likable elements of South African films were social commentary, followed by cultural content, characters they can relate to, images and landscapes, content, general production and then actors or actresses.

Devnomics engagement director for the research project Kola Jolaolu said the South African audience was out there and was not willing to be taken for granted.