Hundreds of film makers have descended on Johannesburg for the inaugural Jo'burg Film Festival. The festival is running alongside Discop, Africa's largest film and TV market. The market has become an important platform for emerging film makers, giving them an opportunity to secure funding and gain exposure with international buyers and broadcasters.

Over 60 Films, most of them from the African continent are being screened at different venues across Joburg. 

"There's a lot of good films around the world that people do not necessarily have access to through the commercial circuits and we believe that there is potential in a place like Johanesburg to develop an audience with interest in these kinds of movies," said Pedro Pimenta, program director.

"I think that the Johannesburg Film Festival, you know in terms of a local sense is very good for promoting the culture of going to film festivals and watching films, independent films , South African films, African films. So, I think that from an audience development point of view, it's a very important thing for the local market," said Delon Bakker, Mannequin Pictures.

Audience levels have been disappointing thus far. However weekend screenings are receiving great support.

"One of the biggest problems is how do you get local audiences to go to cinemas to watch local films if there are no local films. South Africa in the past five years on average produced 22 films a year and that's not a lot when you comparing to what's produced in the United States or even a country like France," Delon Bakker said.

Efforts to develop the film industry in South Africa is starting to pay off. There's been an increase in the number of films being produced locally due to increased funding incentives, marketing initiatives and overall support for developed and emerging film makers.

"It doesn't happen overnight. One needs to have a long term vision , so that audiences become more and more sophisticated, and more and more demanding about quality of the content they're watching," Pedro Pimenta said.

While International blockbusters are still a favourite, locally made films are starting to gain traction. More African film makers are producing sterling quality that can easily compete.

"I'm very happy and I'm really proud to be here in Johannesburg to show the Africa I want to show, especially your country because I think that because of your history maybe you don't know the other parts of Africa," said Rahmatou Keita, director of the Wedding Ring.

"The most important is the screening, many screenings. And if the Joburg Film Festival makes three screenings and after that, the universities make another screening, I am happy," said Ousmane Mbaye, director of Kemityu Cheik Anta.