Abstract
The impact of digital technologies is one of the current key topics of discussion in the film industry especially considering the impact of the COVID-19 pandemic. Extant literature on digital technology in the film industry reveals that most nations have embraced the concept, and this has improved the fortunes of the film industry’s value chain. With the use of virtual servers, digital communication technology allows the film industry in South Africa to distribute movies on digital streaming platforms for larger audience while saving money on transportation and storage of footage. Completed films are distributed as massive files rather than massive spools; digital has replaced analogue. Notwithstanding issues with internet connectivity in South Africa, it is widely acknowledged that digital communication technologies have had a significant impact on the country’s film industry in a variety of ways.
The purpose of this study was to examine the impact of digital communication technologies on the South African film industry. This study followed a qualitative research approach to collect data. Empirical data was obtained through face-to-face interviews with the South African film industry experts. The one-on-one interviews were conducted with ten participants who had been identified as film experts due to their involvement and knowledge in the South African film industry. The qualitative data was analysed utilising the thematic method of data analysis in the study.
The study uncovered that the film industry in South Africa has significantly embraced digital technology as the industry has migrated from analogue to digital filmmaking. The impact of digital communication technology was further highlighted in how the South African film industry has been enabled to compete at an international level through streaming services like Showmax and Netflix. The study thus highlighted intriguing insights about how digital communication technologies have benefited the South African film industry in displaying their work to a larger geographic audience. The study further highlighted that one of the most active instruments in a film marketing strategy is the film’s social media presence.
In light of these conclusions, the study suggests that if one wants to improve the South African film industry, digital technology is the way to go. The study made clear how important it is for the South African film industry to integrate into the global community. During the course of the study, it became clear that there was a serious need for industry employees, particularly of older age, to strengthen their digital technology abilities.