In an age where digital screens proliferate and content is consumed predominantly on the go, the communal magic of the cinema experience might seem like a relic of a bygone era. Yet, for global luminary Idris Elba, the future of storytelling, particularly across Africa, lies not solely in the palm of a hand but in the shared darkness of a movie theatre. Speaking at a captivating session titled "Creativity as Capital for Change" at SXSW London, Elba unveiled an ambitious and deeply personal vision: to create an "African Odeon" – a pervasive chain of cinemas designed to ignite the cinematic experience for a new generation across the continent.
Elba’s aspiration is rooted in a startling reality. As he revealed during his discussion with host Clara Amfo, the entire African continent, despite its vastness and burgeoning population, boasts "less than about 3,000 cinemas, actual cinemas that you and I have grown up with." This stark figure highlights a significant infrastructural gap, one that Elba believes is critical to address. His conviction is clear: "I believe that the cinema experience that we all have gone through should be experienced by a new generation. I don’t think it should all be on a phone." This isn't a dismissal of digital consumption, but a powerful argument for the unique, immersive, and collective power of the big screen – a power that fosters community, amplifies storytelling, and shapes cultural narratives in a way that individual mobile viewing cannot fully replicate.
The ambition to build an "African Odeon" is monumental, but Elba approaches it with strategic pragmatism. He acknowledges the scale of the challenge, stating, "I’m not going to try and boil the ocean, but it’s going to happen one bit at a time." His strategy hinges on demonstrating latent demand: "Building a model of data that shows that actually people do want to watch films, that they will enjoy the experience of theatre." This data-driven approach is crucial for attracting investment and ensuring the sustainability of such a colossal undertaking. It speaks to a clear understanding that passion, while vital, must be underpinned by economic viability.
Elba's deep-rooted commitment to Africa is no secret; it's a narrative woven into his own heritage. Born in London to a Sierra Leonean father and a Ghanaian mother, his connection to the continent runs deep. He has consistently used his platform to advocate for the growth and ownership of African stories. As early as October, he emphasized the critical importance of Africans "own[ing] those stories of our tradition, of our culture, of our languages, of the differences between one language and another." This resonates with a broader pan-African cultural movement to reclaim narratives and assert artistic sovereignty. His involvement in the development of an "eco-city" on Sherbro Island in Sierra Leone further illustrates his holistic commitment to fostering sustainable development and opportunity on the continent.
Past these grand cinematic visions, Elba is also actively engaged in developing practical tools designed to empower individual creators within the digital age. At the SXSW London event, he highlighted two such innovations: "Talking Scripts," an AI-powered application designed to convert written material into audio, aiming to assist individuals with reading difficulties like dyslexia; and "Akuna Wallet," a digital wallet he co-founded, meticulously designed to facilitate easier cross-border money transfers for creatives. These initiatives tackle tangible barriers faced by artists in Africa – accessibility to scripts and the often-complex challenge of monetizing and moving funds across disparate financial systems.
Elba's insight into the modern creative landscape is particularly compelling when he observes the transformative power of accessible technology. He noted, "Any film or piece of music that was made in the 80s was made on equipment less superior than your phone is now. These kids know that. They are making films, they are making songs on these devices." This democratic access to creation tools has unleashed an explosion of talent across Africa. However, as Elba keenly identifies, "Ultimately, there is a wall when it comes to getting it out there and monetising it." It is here that his dual approach – building infrastructure (cinemas) and providing digital tools (Akuna Wallet, Talking Scripts) – becomes truly impactful.
The confidence that industries like Afrobeats and Nollywood have instilled in young African creators is, according to Elba, "huge." These powerful cultural phenomena have not only broken through global barriers but have also proven the immense commercial viability and creative depth of African content. They serve as compelling case studies that underscore the demand for African narratives, validating the investment in infrastructure and support systems that Elba envisions.
In essence, Idris Elba's ambition for an "African Odeon" and his broader initiatives represent a holistic strategy for harnessing "Creativity as Capital for Change." It's a vision that extends beyond mere entertainment, aiming to cultivate a self-sustaining, profitable, and culturally impactful creative economy across the continent. By addressing both the physical infrastructure for content consumption and the digital tools for content creation and monetization, Elba seeks to empower African artists to fully own their stories, monetize their talents, and contribute to the global cultural dialogue on their own terms.
