Back to the Future:!
Why Cinema in Africa Will Live or Die in Movie
Theaters!
Data Appendix
Dayo Ogunyemi!

May 19th, 2013...
WHY CINEMAS?
  We believe movie theaters are the most effective, piracy resistant channel for
getting filmmakers paid to ...
APPENDIX - INCOME DISTRIBUTION IN KENYA
  Kenya’s base of the pyramid (BOP) consumer demographics constitute 75% of the
p...
APPENDIX - INCOME DISTRIBUTION IN NIGERIA

Annual Income

>N5m ($33,000)

% of Population
A
&
B

SEC CLASSES – A & B

1%

...
APPENDIX - INCOME DISTRIBUTION IN SA

CINEMART: THE PIER PLATFORM

4
KENYA vs NICE - POPULATION

Source: McKinsey Global Institute
KENYA vs NICE - GDP

Source: McKinsey Global Institute
KENYA vs NICE – HOUSEHOLDS OVER $70k

Source: McKinsey Global Institute
KENYA vs NICE – HOUSEHOLDS BTW $7.5k & $20k

Source: McKinsey Global Institute
SOUTH AFRICA vs PARIS - POPULATION

Source: McKinsey Global Institute
SOUTH AFRICA vs PARIS - GDP

Source: McKinsey Global Institute
NIGERIA vs LILLE - POPULATION

Source: McKinsey Global Institute
NIGERIA vs LILLE - GDP

Source: McKinsey Global Institute
Thank You!

Dayo Ogunyemi!
dayo.ogunyemi@234medialtd.com!
+33.76.365518 (Fr)!
+254.73.603.4645 (Ke)!
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Data Appendix - Back to the Future: Why Cinema in Africa Will Live or Die in Movie Theaters

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Data Appendix to Presentation on cinemas, theatrical distribution and the economics of film in Africa.
Summary: Cinemas are a critical element in the emergence of a successful and commercially viable film industry in Africa. Delivered at the 66th Cannes Film Festival, 2013

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Data Appendix - Back to the Future: Why Cinema in Africa Will Live or Die in Movie Theaters

  1. 1. Back to the Future:! Why Cinema in Africa Will Live or Die in Movie Theaters! Data Appendix Dayo Ogunyemi! May 19th, 2013! 66th Cannes Film Festival! Cannes, France!
  2. 2. WHY CINEMAS?   We believe movie theaters are the most effective, piracy resistant channel for getting filmmakers paid to make films   At this stage of Africa’s development, it’s right because:   Economics – returns to filmmakers, marketing budgets, returns to investors   Online platforms will have huge impact – but for mass market/wananchi, think of the cost of and access to three things - bandwidth, access devices (tablets, smartphones) and electricity   Community based   Necessary for the evolution of industry – you need some marketing heft which is equivalent to release on 40 or more screens to make a film commercially successful. The South African experience proves this.   Challenges – raising capital, obtaining land   Opportunities – using cinemas for ancillary purposes raising social awareness, civic engagement, teaching, community-building. Delivering social and commercial services – basic health, pharmacies, financial inclusion through retail associated with the real estate platform. CINEMART: THE PIER PLATFORM 1
  3. 3. APPENDIX - INCOME DISTRIBUTION IN KENYA   Kenya’s base of the pyramid (BOP) consumer demographics constitute 75% of the population, including lower middle- to working class people living in urban, peri-urban and rural areas, and covering Socio-Economic Classifications (SEC) C2 to E, with annual household incomes under $10,000. % of Population A&B SEC CLASSES – A & B 5% 9% 19% 32% 35% CINEMART: THE PIER PLATFORM SEC CLASS – C-1 SEC CLASS – C-2 SEC CLASS - D SEC CLASS - E Source: Synovate/KARF Data 2
  4. 4. APPENDIX - INCOME DISTRIBUTION IN NIGERIA Annual Income >N5m ($33,000) % of Population A & B SEC CLASSES – A & B 1% N2m-N5m ($13-33k) C1 SEC CLASS – C-1 4% N600k-N2m ($4-13k) C2 SEC CLASS – C-2 9% Steady Income <600k ($4k) SEC CLASS - D 60% Irregular Income SEC CLASS - E 25% CINEMART: THE PIER PLATFORM 3
  5. 5. APPENDIX - INCOME DISTRIBUTION IN SA CINEMART: THE PIER PLATFORM 4
  6. 6. KENYA vs NICE - POPULATION Source: McKinsey Global Institute
  7. 7. KENYA vs NICE - GDP Source: McKinsey Global Institute
  8. 8. KENYA vs NICE – HOUSEHOLDS OVER $70k Source: McKinsey Global Institute
  9. 9. KENYA vs NICE – HOUSEHOLDS BTW $7.5k & $20k Source: McKinsey Global Institute
  10. 10. SOUTH AFRICA vs PARIS - POPULATION Source: McKinsey Global Institute
  11. 11. SOUTH AFRICA vs PARIS - GDP Source: McKinsey Global Institute
  12. 12. NIGERIA vs LILLE - POPULATION Source: McKinsey Global Institute
  13. 13. NIGERIA vs LILLE - GDP Source: McKinsey Global Institute
  14. 14. Thank You! Dayo Ogunyemi! dayo.ogunyemi@234medialtd.com! +33.76.365518 (Fr)! +254.73.603.4645 (Ke)!

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