South African actor, producer and media entrepreneur Thapelo Mokoena has called on Ugandan filmmakers to rethink their approach to cinema, urging them to treat film not just as art but as a long-term business and a vehicle for continental collaboration.
Mokoena delivered the message during a masterclass held on February 13, 2026, in Kampala under the Africa Film Forum — an initiative of the iKON Awards.
The session took place at the Reach A Hand Uganda offices in Lungujja and was attended by leading Ugandan actors, actresses and producers, including Mathew Nabwiso, Nana Kagga and Saha Vibes.
The engagement formed part of Mokoena’s official visit ahead of the iKON Awards “Beyond Borders” engagements for the 2026 edition.
His visit followed an invitation by iKON Awards Founder and Chief Executive Officer Humphrey Nabimanya, as part of efforts to strengthen continental film collaborations.
Film as Business, Not Just Art
In an address that combined personal career reflections with practical industry guidance, Mokoena emphasized that sustainability in film begins with a shift in mindset.
“Film must be approached as a business,” he said, urging producers and directors to normalize conversations around return on investment, intellectual property protection, structured ownership and long-term monetisation.
He observed that while many African filmmakers invest heavily in production quality, less attention is often paid to distribution pipelines, cataloguing content and protecting rights.
“You must create something that can still earn for you ten years from now,” Mokoena noted, arguing that a well-structured film should continue generating revenue long after its premiere.
According to him, filmmakers must think beyond box office returns and explore television rights, streaming deals, licensing opportunities and international partnerships. Sustainability, he stressed, lies in treating film as an investable asset capable of being syndicated, resold and adapted across markets.
His remarks reflect a broader continental conversation about building a creative economy that moves beyond one-off releases toward long-term value creation.
Collaboration as Strategy
Another key theme of the masterclass was cross-border collaboration. Describing African cinema as “a family coming together,” Mokoena underscored the importance of partnerships between Uganda, Nigeria and South Africa.
He referenced projects emerging from relationships built through the iKON platform, including a forthcoming production commissioned by Netflix.
“South Africa is a journey we are embarking on together,” he said, adding that strategic partnerships unlock co-productions, shared distribution networks, funding opportunities and technical exchange.
However, he acknowledged a persistent challenge within the industry — reluctance among smaller production houses to share resources or collaborate.
President of the Producers Guild of Uganda, Mathew Nabwiso, reinforced the call for unity.
“We need to work together a lot more,” Nabwiso said. “Growth will not happen in isolation.”
He also encouraged creatives to develop stories with impact, noting that institutions such as the Uganda Tourism Board are seeking content that meaningfully showcases Uganda’s identity and potential.
“We need to write movies that have impact,” Nabwiso added.
He stressed the importance of guild membership and industry organization, arguing that structured participation allows for proper data collection — critical in demonstrating the sector’s contribution to the national economy.
“Without data, we cannot demonstrate our value,” he said.
Telling African Stories Authentically
In his opening remarks, Humphrey Nabimanya said the Africa Film Forum was created to ensure African stories are told authentically by Africans.
“The reason we created the Africa Film Forum was simple: collaboration,” Nabimanya said. “We wanted to build a space where African creatives can come together to tell our stories — not have our stories told for us.”
Under the iKON Awards umbrella, several initiatives have been established to strengthen the ecosystem, including Ikon Activate, the Ikon Young Filmmakers Fellowship, the Ikon Fund and the Africa Film Forum.
Nabimanya revealed that this year’s iKON Awards attracted more than 200 submissions, with 40 percent coming from other African countries — signaling the initiative’s growing continental footprint. The awards ceremony is scheduled for August 2026.
Film as a Driver of National Development
Also present at the masterclass was Uganda’s Special Presidential Envoy on Tourism and Trade, Rosa Malango, whose attendance underscored the increasing recognition of film as a driver of tourism, trade and national branding.
Discussions reflected an industry increasingly aware that storytelling shapes identity, markets destinations and drives economic opportunity.
As Uganda deepens collaboration with South Africa and other African markets through the iKON Awards platform, the focus appears to be shifting from survival to sustainability — and from isolated productions to a continental movement.
With new productions already emerging from these partnerships and collaboration talks ongoing, the Africa Film Forum masterclass signaled a strategic step toward positioning Ugandan cinema within Africa’s expanding creative economy.
For Mokoena, the message was clear: building a thriving industry requires structure, unity and long-term vision.
“This is about building something that lasts,” he implied — not just for today’s filmmakers, but for generations to come.