Malawian audiences are proving their appetite for local films as Chitomero raced past 184,000 YouTube views just a day after its online release.
The film premiered on the video-sharing platform on Friday and crossed the 184,000-view mark by Sunday, extending its reach to audiences beyond those who attended screenings in Lilongwe and Blantyre.
Directed by Romeo Trywell Mdachi and produced by Cine Films, Chitomero was first screened at the Bingu International Convention Centre in Lilongwe before a second premiere at the Apollo Auditorium in Blantyre ahead of its digital release.
Mdachi said the producers deliberately opted for a phased release, starting with cinema screenings before making the film available online to a wider audience.
“The premiere gave us an opportunity to celebrate the hard work of the cast and crew, interact with our audience, and receive valuable feedback. It also helped us recover part of the production costs, which is important for sustaining independent filmmaking in Malawi,” he said.
He said YouTube offers an opportunity to showcase Malawian films to international audiences, although filmmakers continue to face challenges such as piracy and limited digital advertising revenue.
Chitomero explores the traditional practice of child betrothal, using the story to highlight the social consequences of the custom and encourage public discussion.
The film premiered on the video-sharing platform on Friday and crossed the 184,000-view mark by Sunday, extending its reach to audiences beyond those who attended screenings in Lilongwe and Blantyre.
Directed by Romeo Trywell Mdachi and produced by Cine Films, Chitomero was first screened at the Bingu International Convention Centre in Lilongwe before a second premiere at the Apollo Auditorium in Blantyre ahead of its digital release.
Mdachi said the producers deliberately opted for a phased release, starting with cinema screenings before making the film available online to a wider audience.
“The premiere gave us an opportunity to celebrate the hard work of the cast and crew, interact with our audience, and receive valuable feedback. It also helped us recover part of the production costs, which is important for sustaining independent filmmaking in Malawi,” he said.
He said YouTube offers an opportunity to showcase Malawian films to international audiences, although filmmakers continue to face challenges such as piracy and limited digital advertising revenue.
Chitomero explores the traditional practice of child betrothal, using the story to highlight the social consequences of the custom and encourage public discussion.
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