The Durban FilmMart 2026, which began on October 9 and runs until October 12, has seen the launch of WiC (Watch in Community), an initiative by Deepixels aimed at building new audience markets for African screen content. This launch addresses the persistent gap between the creation of African screen content and the systems required to connect that content with audiences over time. WiC is designed to help build practical routes between content, audiences, transactions, and exhibition.
WiC connects digital discovery and ticket acquisition with physical exhibition, enabling screen content to reach audiences through a network of programmable venues and community-based cinema environments. The model brings together content discovery, programming, ticketing, exhibition, and audience intelligence, creating a system through which audience relationships can be developed over time. This approach allows for sustained audience development, a missing discipline in African film, according to Toni Monty, Co-Founder of Deepixels.
The launch session at Durban FilmMart explored the gap between content creation and sustained audience access and introduced Deepixels' approach to connecting content, communities, exhibition spaces, transactions, and audience data within a new distribution and exhibition ecosystem. The presentation was led by Ross Joughin, Co-Founder of Deepixels, with discussions and audience Q&A from content partners. Delegates experienced WiC through a pop-up WiC Cinema and at the Deepixels/WiC exhibition stand.
WiC does not position itself as a replacement for existing cinemas, festivals, broadcasters, streaming platforms, or distributors. Instead, it aims to create additional audience pathways and exhibition opportunities within the wider screen ecosystem. The WiC Cinema programme featured selected films submitted directly to WiC, presented in collaboration with content partners Indigenous Film Distribution and NEFTI Films.
The launch of WiC marks an important stage in its pilot development, with plans for a South African pilot rollout following Durban FilmMart. Deepixels aims to work with content partners, audiences, venue operators, and industry stakeholders to refine its commercial, operational, and technical model. The longer-term ambition is to build scalable audience infrastructure capable of connecting more African stories with audiences across multiple markets.
Molise Ramaili, Co-Founder of Deepixels, emphasizes that WiC is also an industrial-development proposition, creating a framework for local venues, operators, content owners, and partners to participate in a new entertainment economy. The goal is to develop commercially viable community exhibition infrastructure, mobilize investment, and build an enterprise model capable of expanding across markets.
Deepixels invites the industry into a larger conversation about building sustainable African audiences for sustainable African cinema. With the launch of WiC, the company aims to address the fundamental challenge of connecting African films with paying African audiences. The initiative has the potential to transform the African film industry by creating new opportunities for audience engagement and revenue growth.
Key points
- The launch of WiC aims to address the gap between African screen content creation and audience access.
- WiC connects digital discovery, ticket acquisition, and physical exhibition to reach audiences through programmable venues.
- The initiative plans to build scalable audience infrastructure across multiple markets in Africa.
