Rwandan filmmakers are being encouraged to aim beyond YouTube and target larger markets to expand their audience, with collaboration seen as a key strategy for achieving this broader reach.

This call to action was made on Thursday, October 17, during a discussion between the Mashariki African Film Festival and local filmmakers. The session, held ahead of the festival’s 10th edition starting on November 2, emphasized the importance of collaboration to elevate Rwandan cinema globally

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According to Tressor Nsenga, executive director of the Mashariki African Film Festival, the Rwandan film industry is progressing, but there is still room for growth. He highlighted that short films could be the key to accelerating this development.

"YouTube has certainly played a role in pushing our cinema forward," Nsenga acknowledged, "but it&039;s crucial for filmmakers to explore other avenues that could bring locally produced films to major platforms like Netflix."

He explained that short films, which the Academy of Motion Picture Arts and Sciences defines as any film under 40 minutes, offer an ideal pathway to these larger platforms. "It’s time to look beyond our local market and start producing works that can take us to global markets. Short films can undoubtedly lead the way," Nsenga stated during a discussion that brought together some of Rwanda’s top cinema figures.

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Nsenga shared his personal experience from the early 2010s, when his short film "Cora Cora” gained international recognition, winning several awards and screening in major cities like Toronto, London, and Los Angeles. "That film opened doors for me and played a significant role in my success in the industry," he said.

With the creation of the Mashariki Film Festival, Nsenga aimed to address the challenges filmmakers face in marketing their projects. The festival was designed to provide much-needed visibility for films, helping them reach their target audiences.

Mashariki also launched &039;Marshaket,' Rwanda's first film market, to further support the industry. This initiative connects local writers, filmmakers, and other stakeholders with investors, allowing them to showcase their work on platforms like Netflix and Amazon.

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Nsenga expressed optimism about the future of Rwandan cinema, stating, "With platforms like Marshaket and collaboration between us, there is hope that the future of the film industry is bright."

Gratien Niyitegeka, a local actor and producer behind the viral YouTube comedy series "Papa Sava,” pointed out a major challenge facing the industry— the lack of tangible support from authorities and other key players. "Some media houses and major platforms still haven't recognized the need to pay filmmakers for airing their films," Niyitegeka said, noting that despite the effort and resources filmmakers invest, they're often expected to provide content for free.

He emphasized that resolving these issues is crucial before Rwandan cinema can thrive internationally.

Niyitegeka also stressed the importance of unity in the industry. "We need to come together and strengthen each other through collaboration or offering support where needed. This will surely take us somewhere, but it has to start with us."

Renowned actor and producer Willy Ndahiro echoed similar sentiments, suggesting that Rwandan filmmakers should look to the music industry as an example of how collaboration can bring about transformation. "Years ago, foreign artists dominated local shows until our musicians united and refused to be seen as underdogs. That shift opened up opportunities for them and elevated the music industry. The same approach can be applied to film," Ndahiro explained, urging filmmakers to voice their concerns and work together to foster change.

Ndahiro added that such collaboration could secure valuable partnerships and funding, ultimately turning Rwanda’s film industry into a profitable and sustainable sector.

Despite the challenges highlighted by filmmakers, Rwanda’s film industry is experiencing growth similar to what the music sector has enjoyed in recent years. With an influx of refined talent, diverse genres, and a growing fan base, local drama series—especially comedies—are carving out a prominent space in Rwanda’s creative scene.