African film company Deepixels is set to introduce WiC (Watch in Community) at Durban FilmMart 2026, as it looks to tackle one of the continent’s biggest challenges: connecting African films with sustainable paying audiences.
WiC is an audience-development initiative designed to connect film discovery, ticketing and physical exhibition through a network of community-based cinema venues.
The platform brings together content discovery, programming, ticket sales, venue operations and audience data, allowing filmmakers and content owners to better understand their audiences and build longer-term relationships with them.
Deepixels co-founder Toni Monty said the African film industry has invested heavily in production and creative development, but sustained audience development has received less attention.
WiC will be presented during the “BUILD THE AUDIENCE” session at Durban FilmMart on Friday, 9 October, from 11:15 to 12:00 at the Elangeni Hotel in Durban.
The session will feature Deepixels co-founders Ross Joughin, Toni Monty and Molise Ramaili, alongside content partners Helen Kuun of Indigenous Film Distribution and Paul Robinson of NEFTI Films.
Delegates will also be able to experience a pop-up WiC Cinema, showcasing selected African films and short films from participating content partners.
Deepixels says WiC is not intended to replace traditional cinemas, streaming platforms, broadcasters or distributors. Instead, it aims to create additional routes for African films to reach audiences.
Following Durban FilmMart, the company plans to continue testing the platform through a South African pilot rollout, working with filmmakers, audiences and venue operators.
The long-term goal is to build an audience and exhibition network that can expand across African markets and help more African stories find sustainable audiences.
Main Image: Supplied
