Kedibone Modise
Local feature film ‘Happiness is a Four-Letter Word’, adapted from the novel by award-winning author Cynthia Jele, is doing amazing things for South African film.
The film debuted on February 19 and made just over R2 million in the opening weekend only.
A screening hosted by Proudly South African and the National Film and Video Foundation (NFVF) at The Zone in Rosebank celebrated the overwhelming success of the film .
“The film is the best performing of all new releases of the past weekend, having done better than the international releases too,” said Happy Ngidi Chief Marketing Officer of Proudly South African.
‘Happiness is a Four-Letter Word’ is director Thabang Moleya’s first feature.
“The movie had an amazing weekend, making R2.3 million. That is absolutely phenomenal considering that we were up against international movies. It’s really great and this shows that there is support for local content and that there is a culture of people going to the cinema in support of their own stories and people,” he said.
Moleya said the movie would not have been successful without the support of all involved.
The film, which can be described as a romantic chick flick with all the right ingredients, shows the life of three beautiful, ambitious and talented women facing every day challenges: marriage problems, infidelity, career issues, money and the power that comes with it. Despite the pressures, there is no (PHD) pull-her down syndrome amongst these friends; they are honest, loyal and supportive to one another, an element which audiences resonate with.
Ngidi emphasised the importance of buying and consuming Proudly South African products, especially locally brewed content.
She encouraged South Africans to acknowledge, support and celebrate Proudly African, world class talent and give them the recognition they deserve.
Happy spoke fervently about combating piracy in the creative industry and how negatively this crime is impacting the economy of South Africa.
“It is robbing honest, hard working and talented artists of their hard earned money”.
National Film and Video Foundation stakeholder manager Lala Tuku explained that NFVF’s mandate is to support all South African films and also develop and promote the industry to ensure our films reach international standards.