Breaking Borders: Suleiman Ngumbao on How Kenyan Films Can Conquer the International Market

Kenya’s film industry is buzzing with talent, fresh ideas, and authentic stories waiting to be told. But the big question remains: how do we break into the international market and claim our share of the global film pie?

We sat down with celebrated film director Suleiman Ngumbao, who believes the answer lies in two key pillars: preparation and distribution.

1. Preparation: Building Films for the Global Stage

For Ngumbao, preparation isn’t just about shooting a film but about shaping it for the world.

“We must tell Kenyan stories with authenticity but structure them in a way the world can relate to,” he says.

That means:

• Quality is non-negotiable, from sound and editing to subtitles and grading. International buyers won’t compromise.

• Training is essential, writers, directors, and crews must rise to global standards.

• Partnerships matter, co-productions and treaties, like those leveraged by South Africa, are game-changers in building visibility and credibility.

In short, good stories aren’t enough. They must be told with precision, polish, and an eye on global audiences.

2. Distribution: Finding the Right Doors

Ngumbao stresses that even the most powerful stories mean little if they don’t travel.

“Festivals are our doorway — from Zanzibar and Durban to Berlin and Toronto, that’s where the world discovers us.”

His advice is clear:

• Work with sales agents and aggregators, they are the bridge to platforms like Netflix, Amazon, and international buyers.

• Show up at markets like Cannes, DISCOP, and Durban FilmMart, not just for the red carpet, but for the business tables where deals are signed.

• Seize digital opportunities, streaming platforms and niche distributors are actively seeking authentic African content.

Distribution isn’t just about getting a film seen; it’s about getting it sold.

3. Kenya’s Unique Position

Why Kenya, and why now? Ngumbao sees the answer in our identity:

“Kenya sits at the crossroads of Swahili culture and global modernity. That’s our unique cinematic signature.”

By building strong local structures, investing in quality, and connecting with global markets, Kenya can carve out a distinctive space in the global film economy.

Final Takeaway

Breaking into the international market won’t happen overnight. But with authentic storytelling, uncompromising quality, and smart distribution, Kenya can do more than just tell stories, it can claim a lasting share of the global film business.

As Suleiman Ngumbao puts it:

“If we build strong local structures, invest in quality, and connect with global markets, we won’t just tell stories — we’ll own our share of the cake in the film business.”