Film industry players have called for stronger marketing and distribution strategies to unlock the full potential of Uganda’s film sector.

The discussion took place during iKONVERSATIONS, a platform under the iKON Awards that brings together filmmakers and industry stakeholders to address challenges affecting the sector and propose practical solutions. The latest edition, held on July 29 at Reach A Hand Africa (RAHA) headquarters in Lungujja, focused on improving film marketing and distribution.

The panel featured National Producers Guild of Uganda President Mathew Nabwiso, Kampala Film Development Foundation Film and Culture Marketing Director Godfrey Musinguzi, film distributor and Double D Films co-founder Daniel Semulima, Cinema UG founder Dr Jessica Ahimbisibwe, and other filmmakers and creatives.

Participants explored opportunities to strengthen the visibility and accessibility of Ugandan films both locally and internationally. While some acknowledged the growing number of distribution platforms, they agreed that the industry still faces significant hurdles in reaching wider audiences.

The panel noted that marketing and distribution, particularly through streaming platforms, remain underutilised due to limited infrastructure, inadequate marketing budgets, lengthy distribution processes, and insufficient support from cinema operators.

Daniel Semulima said producing a high-quality film alone is not enough without effective marketing structures and reliable distribution networks.

“The platforms to distribute films exist, but they also have capacity limitations. Even acquiring a distribution licence is a slow process, which remains a major challenge for the industry,” he said.

Godfrey Musinguzi encouraged filmmakers to invest in building loyal audiences long before a film is released, saying strong audience engagement makes distribution easier because supporters are more likely to follow a project from production through to its premiere.

Mathew Nabwiso expressed optimism about the direction of Uganda’s film industry, citing the emergence of platforms such as Kwiso TV, AfroMobile, and Carena as positive developments. He, however, urged platform owners to invest more in promoting Ugandan productions while also growing their own services.

Music and film producer Martin Musoke, popularly known as Atin Pro, said creativity should extend beyond production into marketing and distribution.

“You can have a hit song but fail in distribution, and it is the same with films. We have to be creative in every aspect,” he said.

iKON Awards founder and Chief Executive Officer Humphrey Nabimanya said limited content production and weak marketing continue to hinder effective distribution. He urged filmmakers to collaborate more in producing quality content capable of competing in regional and international markets.

Other participants identified inadequate funding, limited collaboration, poor discipline, isolation, and the need for a mindset change as additional barriers to effective film marketing and distribution.

Dr Jessica Ahimbisibwe, founder of Cinema UG and Treasurer of the Uganda Film SACCO, stressed the importance of financing filmmakers throughout the production cycle, including marketing and distribution. She challenged filmmakers to produce projects worthy of investment by prioritising quality at every stage of the filmmaking process.

The marketing and distribution edition of iKONVERSATIONS was hosted by Reach A Hand Africa in partnership with the National Producers Guild of Uganda at the RAHA headquarters in Lungujja.