President Cyril Ramaphosa’s State of the Nation Address (SONA) promised movement towards a brighter dawn. Yet for many in the Save SA Film Jobs movement, the speech left South Africa’s struggling film and television industry in the shadows.
The address came just days after creative sector practitioners gathered outside Parliament in solidarity with the Save SA Film Jobs campaign, which has gained momentum since 28 January. Protesters called on the Department of Trade, Industry and Competition (DTIC) to urgently fix what they describe as a defective film and television incentive scheme.
R663 Million in Unpaid Film Incentives
According to the National Film and Video Foundation’s 2020/2021 Economic Impact Report, the film industry contributes R7.18 billion to South Africa’s economy. However, industry leaders say the DTIC still owes an estimated R663 million in unpaid film incentive rebates.
This funding gap has placed immense pressure on production houses, freelancers and crew members who depend on timely rebates to sustain operations.
Beyond economics, South African storytelling plays a vital role in shaping national identity. It attracts tourism, encourages investment and preserves cultural heritage. When incentives stall, the damage reaches far beyond production budgets.
The industry has repeatedly proven its global potential. Bomb Productions’ Shaka iLembe positioned South Africa as a serious cinematic contender on the international stage.
MultiChoice confirmed that more than 16,000 jobs were created during the production of the series. These roles ranged from cast and crew to set builders, costume designers, historians and artisans. For many households, productions like Shaka iLembe put food on the table.
In a 2025 interview with FORBES AFRICA, Netflix Africa’s then Director of Scripted Content highlighted the growing global appetite for African storytelling.
“We are kind of in this, dare I use the word, renaissance of African culture and how it’s gripping the world,” he said.
These examples underline the promise of South Africa’s film and television industry as both an economic engine and a cultural ambassador.
SONA Promises, But Few Details for Film Incentives
In his SONA address, President Ramaphosa spoke about promoting tourism and investing in digital infrastructure and data centres. These sectors naturally support streaming, gaming and digital content production.
“We must now promote unique cultural, historical, and natural attractions of our country to reflect our country’s identity,” he said.
While the address acknowledged the creative economy broadly, it offered little clarity on resolving the film incentive crisis that sparked the Save SA Film Jobs protests.
Industry practitioners argue that broad policy ambitions mean little without operational reform.
The crisis extends beyond balance sheets. It affects careers, livelihoods and long-term creative sustainability.
