(Artist's rendition of
a WiC Cinema, Deepixels' community-scale exhibition environment designed to
connect African screen content with audiences through technology-enabled
physical cinema infrastructure. WiC Cinema will be launched this Friday (October
9) at the Durban FilmMart)
WiC aims at African cinema’s missing link, audiences.
Deepixels launches WiC, a new audience infrastructure
initiative for African screen content, at Durban FilmMart 2026
African cinema has spent decades building filmmakers, films,
festivals, markets and production capacity. Yet one fundamental challenge
remains: how do African films consistently find, grow and sustain paying
African audiences?
At Durban FilmMart 2026 (October 9-12), Deepixels will
introduce WiC, Watch in Community, an audience infrastructure initiative
designed to help build new audience markets for African screen content.
The launch forms part of a broader proposition Deepixels is
bringing to the industry, that every film is made for someone, and the
challenge is to find them.
WiC is being developed in response to the persistent gap
between the creation of African screen content and the systems required to
connect that content with audiences over time.
(Right: Toni Monty)
Toni Monty, Co-Founder of Deepixels says: “Across African
film, we have invested substantially in creative development, production
capacity and market access. The missing discipline has been sustained audience
development. WiC is designed to help address that gap by building practical
routes between content, audiences, transactions and exhibition, so that more
African stories can find viable markets over time.”
WiC connects digital discovery and ticket acquisition with
physical exhibition, enabling screen content to reach audiences through a
network of programmable venues and community-based cinema environments. The
model brings together content discovery, programming, ticketing, exhibition and
audience intelligence, creating a system through which audience relationships
can be developed over time rather than ending with an individual screening or
release.
Ross Joughin, Co-Founder of Deepixels, says: “WiC is not
simply a screening initiative or a streaming product. It is a connected
technology system that brings content discovery, ticket acquisition,
programming, venue operations, payments and audience intelligence into one
operating environment. That integration is what enables the model to be tested,
measured and refined as it grows.”
WiC does not position itself as a replacement for existing
cinemas, festivals, broadcasters, streaming platforms or distributors. It is
intended to create additional audience pathways and exhibition opportunities
within the wider screen ecosystem.
WiC will be introduced to the film industry during a session
at the 2026 Durban FilmMart titled: Build
The Audience: WiC takes aim at African cinema’s missing link: audiences, on
Friday, October 9, 2026, from 11h15 to 12h00 at the Elangeni Hotel, Durban.
The session will explore the gap between content creation
and sustained audience access, and introduce Deepixels’ approach to connecting
content, communities, exhibition spaces, transactions and audience data within
a new distribution and exhibition ecosystem.
The presentation will be led by Ross Joughin, with fellow
Deepixels co-founders Toni Monty and Molise Ramaili and Content Partners Helen
Kuun, Indigenous Film Distribution and Paul Robinson, NEFTI Films, joining the
session for discussion and audience Q&A.
Delegates will also be able to experience WiC through a
pop-up WiC Cinema, a dedicated screening venue presenting a curated programme
of African screen content, and at the Deepixels / WiC exhibition stand, where
they can engage with the platform and the wider audience-infrastructure model.
The WiC Cinema programme will bring together selected films
submitted directly to WiC with titles presented in collaboration with WiC
content partners Indigenous Film Distribution and NEFTI Films. NEFTI will
contribute a curated short-film showcase, while Indigenous Film Distribution
will bring selected titles from its catalogue into the programme, alongside a
broader selection of African screen content. The full WiC Cinema programme,
including screening times and participating titles, will be announced
separately.
Building beyond
Durban FilmMart
Durban FilmMart marks WiC’s public introduction and an
important stage in its pilot development.
Molise Ramaili, Co-Founder of Deepixels, says: “WiC is also
an industrial-development proposition. It creates a framework through which
local venues, operators, content owners and partners can participate in a new
entertainment economy. The opportunity is to develop commercially viable
community exhibition infrastructure, mobilise investment around it and build an
enterprise model capable of expanding across markets.”
Following DFM, Deepixels plans to continue testing the model
through a South African pilot rollout, working with content partners,
audiences, venue operators and other industry stakeholders to refine its
commercial, operational and technical model. The longer-term ambition is to build
scalable audience infrastructure capable of connecting more African stories
with audiences across multiple markets.
“Deepixels is therefore using the DFM launch not simply to
introduce a product, but to invite the industry into a larger conversation: if
we want sustainable African cinema, we have to build sustainable African
audiences,” concludes Ramaili.
For more information about WiC go to www.wicstream.com
For more information about the Durban FilmMart go to:
https://durbanfilmmart.co.za/