"South African cinema stands at a pivotal moment where our local industry expertise must be strengthened and celebrated," said the Durban FimMart Institute Director Magdalene Reddy. "The ‘SA in Focus’ stream recognises that sustainable growth in African filmmaking begins with a robust foundation in our home market. By bringing together our guilds and industry leaders, DFM fosters the collaborative partnerships essential for our sector's advancement. Through this programming stream, DFM 2025 demonstrates an unwavering commitment to strengthening South African cinema from within, recognising that a thriving local industry forms the foundation for successful international collaboration and growth."

The cornerstone SA in Focus: State of the South African Audio-Visual Industry session assembles key industry stakeholders including representatives from the National Film and Video Foundation, South African Broadcasting Corporation, Industrial Development Corporation and provincial film commissions to engage with industry organisations to review strategic opportunities for the future.

Guild representation takes centre stage in the programme, with the South African Guild of Actors (SAGA) leading a critical conversation about artificial intelligence's impact on creative industries. The panel, AI's Impact in Production Processes from Writing, Performance, Animation, and Editing session features Carlynn de Waal-Smit (South African Guild of Actors), Simon Makwela (SAGE/Maureen Grace Investments), Isabelle Rorke (Animation SA and  Dreamforge Creative Pty Ltd), Londiwe Shange (SAGA) and Johan Steyn (AI for Business).

The Writers Guild of South Africa (WGSA) champions authentic African storytelling through The African Aesthetic: What Makes African Stories Unique? featuring Gabe Gabriel (Write Paper Scissors), Mmabatho Kau (Raindrop Media), Busisiwe Ntintili (The Ntintili Factory) and Thuli Zuma (Stained Glass TV).

Professional development receives focused attention through the South African Guild of Editors' collaborative initiative, the African Editor's Organisations Talking Together, Towards Working Together session, presented in partnership with SAGE and TEMPO, brings together Egypt' s Heba Othman, Kenya’s Louiza Ndung'u (AFEK) as well as Melissa Parry (SAGE) and Khalid Shamis (SAGE).

The Directors Guild of South Africa (DGSA) contributes significantly through Directors as Architects of Cultural Narratives: Bridging Histories, Markets and Audiences, featuring Siyabonga Jim (DGSA), Yolisa Letshwene (DGSA), Raihaanah Sayed (Raihaanah Mateenah), Siyasaanga Sityana (DGSA) and Andile Sinqoto (DGSA).

The SA in Focus stream also addresses industry sustainability through the Independent Producers Organisation's IPO to IP – Ownership, Resistance, and Global Access: Navigating the Future of African Filmmaking in the Age of Streaming and Global Coproductions session, featuring Pepsi Pokane (Stained Glass TV), Farren van Niekerk (Irish MacLeod Inc.), Thandeka Zwana (Indigenous Film Distribution) and Ayanda Sibisi (IPO).

The DFM programme addresses practical industry needs through specialised sessions including The Disabled Actors Database: Shining the Spotlight on our Talent, featuring Carlynn de Waal-Smit (South African Guild of Actors), Richard Lothian (Richard Lothian Casting), Simon Manda (DAWN) and Zonke Nyandeni (Richard Lothian Casting).

Legal and business frameworks receive critical attention with Masterclass: Own Your Work - Mastering Contracts in the Creative Industries, presented by Refuwe Thubela (Lawyers for the Arts South Africa) and Farren van Niekerk (Irish MacLeod Inc.). Additionally, the Copyright and Your Creativity in the Age of Artificial Intelligence session features Karabo Maiyane (South Africa Culture Observory), Refuwe Thubela (Lawyers for the Arts South Africa) and Farren van Niekerk (Irish MacLeod Inc.).

The SA in Focus sessions run throughout the DFM programme from July 18-21, 2025, at the Elangeni Hotel in Durban, positioning DFM as the essential gathering point for South African film industry advancement.