On Tuesday, the Film Association of Malawi (Fama) and the Malawi Tourism Council (MTC) signed a partnership agreement aimed at promoting Malawi’s tourism through film. The partnership is the first of its kind and will see the two institutions collaborate in areas such as access to filming locations, cultural storytelling, destination branding, training and resource mobilisation. The three-year agreement is expected to be a symbiotic relationship between the country’s creative and tourism sectors. Our Staff Reporter WANTWA MWAMLIMA caught up with Fama president Dorothy Kingston to expound more about the partnership. Excerpts:
Q: As Fama how do you feel about this new partnership with MTC?
A: As the president, I’m so happy. This is one of the dreams and objectives that Fama has and it is also in our manifesto to create partnerships that can help promote the industry. The coming of MTC has made that easy for us. So, instead of us going to them with proposals and asking for partnerships of this kind, they have made this process easy and we are positive that the partnership will contribute to our goals, mission and vision as an association.
Q:What does this partnership mean for the future of film production in Malawi and in what ways will it promote growth of the industry?
A: As an association, we are pleased with this partnership and we believe that the movies we will be making going forward will be catchy, as they will be shot in places and venues that are well suitable. We also won’t have issues in terms of accessibility to some locations we may need to use for our productions since these are resources that fall under MTC’s watch. This will boost the industry in terms of visibility, considering that we will be shooting our movies in beautiful places which is a game-changer for the quality of film production. Through these films, we as filmmakers also have an opportunity to showcase the side of our country that is still hidden to people out there. We will show our culture and the beautiful attraction sites in Malawi on an international level. We have seen Indian and Nigerian cultures through movies, it’s time for people to know Malawian culture and the country through the same medium.
Q: What are some of the challenges that this partnership will solve for filmmakers?
A: For a while, filmmakers have faced challenges such as limited access to scenic and secure locations, lack of proper branding at tourist sites, and minimal support in terms of approach to local authorities or those stakeholders who can provide help in this area. This partnership will solve those issues by opening doors to well-branded, accessible locations providing permission and support systems that improve both the production quality and storytelling potential of our films.
Q: How long is the partnership expected to run?
A:The partnership is expected to run for a duration of three years but is renewable if both parties deliver and perform well.
Q: How will you ensure that the content being produced aligns with the goals of this partnership?
A:Before any movie is produced, especially those related to this partnership we as an association will provide advice on how it should be done. After production and before the public sees it, we will review it to ensure it aligns with the objectives of our partnership. In collaboration with MTC, we will make sure that the branding is on point and that the movies reflect the context of our collaboration.
Q:In summary, what are the roles of both Fama and MTC in this partnership?
A: MTC will support film production by improving access to tourism sites, promoting featured destinations, integrating storytelling into tourism marketing, aiding community involvement, offering training in tourism-related areas, and helping secure funding from development partners.
