Award-winning filmmaker Leila Djansi is challenging African creatives to rethink their approach to distribution and success. In a recent social media post, she stated that too many filmmakers have made Netflix their ultimate benchmark instead of exploring the wide range of opportunities available elsewhere.
“You can land Hulu, Prime Video, or Apple TV deals, but if it’s not Netflix, you ‘haven’t made it,’” Djansi said, highlighting a mindset she believes limits growth. She recalled being dismissed at one point because someone claimed her films were not on Netflix, a comment she laughed off. Her films, she explained, have already streamed on Netflix and continue to reach audiences on U.S. platforms including Starz, BET, Apple TV, YouTube Movies (U.S. only), and AMC’s AllBlk, which currently holds the rights. Industry insiders refer to this distribution method as a “waterfall.”
Djansi stressed that using Netflix as a measure of validation is a trap that can stunt creativity. She urged filmmakers to explore other platforms and innovate rather than fixate on a single service. “Netflix is NOT validation. It’s not the win. It doesn’t mean you’ve ‘arrived,’” she wrote, noting that Prime Video is signing multimillion-dollar deals, and that Hulu, Max, and other services offer world-class content as well.
She also criticized audiences, particularly in Ghana, for perpetuating the obsession. With what she called “paltry” Netflix subscriptions in the country, she questioned why viewers insist that films be on the platform before engaging with them. “If a filmmaker posts a link to their film, don’t go asking ‘Is it on Netflix.’ Is watching on Netflix going to change the storyline or something? Do better! Support!” she urged.
Reflecting on her own journey “from Ho to Hollywood,” Djansi emphasized that success comes from preparation and seizing opportunity. “Do you know how I broke in? I took a VP to lunch. That was it. Food. But I also had a movie that was internationally appealing. I was prepared to meet opportunity,” she said.
Citing examples like Zambia’s On Becoming a Guinea Fowl, which is being distributed by A24, Djansi encouraged filmmakers to persist and dream bigger. “Everything is possible if you put in the effort,” she said, humorously suggesting that resistance to possibility sometimes comes from “village people” rather than logic.
Check out her post below.
