Data Appendix to Presentation on cinemas, theatrical distribution and the economics of film in Africa. Summary: Cinemas are a critical element in the emergence of a successful and commercially viable film industry in Africa. Delivered at the 66th Cannes Film Festival, 2013

1. Back to the Future:!
Why Cinema in Africa Will Live or Die in Movie
Theaters!
Data Appendix
Dayo Ogunyemi!
May 19th, 2013!
66th Cannes Film Festival!
Cannes, France!

2. WHY CINEMAS?
 We believe movie theaters are the most effective, piracy resistant channel for
getting filmmakers paid to make films
 At this stage of Africa’s development, it’s right because:
 Economics – returns to filmmakers, marketing budgets, returns to investors
 Online platforms will have huge impact – but for mass market/wananchi, think of the
cost of and access to three things - bandwidth, access devices (tablets, smartphones)
and electricity
 Community based
 Necessary for the evolution of industry – you need some marketing heft which is
equivalent to release on 40 or more screens to make a film commercially
successful. The South African experience proves this.
 Challenges – raising capital, obtaining land
 Opportunities – using cinemas for ancillary purposes raising social awareness,
civic engagement, teaching, community-building. Delivering social and
commercial services – basic health, pharmacies, financial inclusion through retail
associated with the real estate platform.
CINEMART: THE PIER PLATFORM
1

3. APPENDIX - INCOME DISTRIBUTION IN KENYA
 Kenya’s base of the pyramid (BOP) consumer demographics constitute 75% of the
population, including lower middle- to working class people living in urban, peri-urban
and rural areas, and covering Socio-Economic Classifications (SEC) C2 to E, with
annual household incomes under $10,000.
% of Population
A&B
SEC CLASSES – A & B
5%
9%
19%
32%
35%
CINEMART: THE PIER PLATFORM
SEC CLASS – C-1
SEC CLASS – C-2
SEC CLASS - D
SEC CLASS - E
Source: Synovate/KARF Data
2

4. APPENDIX - INCOME DISTRIBUTION IN NIGERIA
Annual Income
>N5m ($33,000)
% of Population
A
&
B
SEC CLASSES – A & B
1%
N2m-N5m ($13-33k)
C1
SEC CLASS – C-1
4%
N600k-N2m ($4-13k)
C2
SEC CLASS – C-2
9%
Steady Income
<600k ($4k)
SEC CLASS - D
60%
Irregular Income
SEC CLASS - E
25%
CINEMART: THE PIER PLATFORM
3

5. APPENDIX - INCOME DISTRIBUTION IN SA
CINEMART: THE PIER PLATFORM
4

6. KENYA vs NICE - POPULATION
Source: McKinsey Global Institute

7. KENYA vs NICE - GDP
Source: McKinsey Global Institute

8. KENYA vs NICE – HOUSEHOLDS OVER $70k
Source: McKinsey Global Institute

9. KENYA vs NICE – HOUSEHOLDS BTW $7.5k & $20k
Source: McKinsey Global Institute

10. SOUTH AFRICA vs PARIS - POPULATION
Source: McKinsey Global Institute

11. SOUTH AFRICA vs PARIS - GDP
Source: McKinsey Global Institute

12. NIGERIA vs LILLE - POPULATION
Source: McKinsey Global Institute

13. NIGERIA vs LILLE - GDP
Source: McKinsey Global Institute

14. Thank You!
Dayo Ogunyemi!
dayo.ogunyemi@234medialtd.com!
+33.76.365518 (Fr)!
+254.73.603.4645 (Ke)!