The rise of film production and the politics of the star system in South Africa

ABSTRACT

The rise of film production and the ubiquitous presence of the ‘new wave’ of South African films on the international scene in recent years have raised expectations amongst local film stars hoping to get their biggest break by taking leading roles in major South African productions. However, most of these films – particularly co-productions – have continuously used foreign stars in leading roles. As a result, local stars have constantly voiced concerns about the proliferation of foreign artists in leading roles in South African productions. Many explanations have been offered in trying to understand why filmmakers tend to cast a foreign star when a local one could probably do a better job (in, for example, portraying a local icon like Nelson Mandela) and still command a lesser fee. However, this article puts forward that most of these arguments are based on intuition rather than on the real dynamics and externalities governing this practice. The article attempts to make sense of this issue by arguing that the rationale for this practice stems from a film being a high-risk investment that it is driven by the broader financial imperatives of film production. The article offers empirical evidence to suggest that stars do not add economic value to the film, but to themselves (see Elberse 2005), since the bulk of the money goes towards their appearance fees. It is concluded that the traditional model guiding film finance and the logic behind it need to be looked at afresh, given the fact that several films have failed at the box office, both locally and internationally, despite featuring major foreign stars, compared to the massive success of some local films (e.g., Jerusalema, Tsotsi and Yesterday) with local stars in the leading roles.