Author:
Eastern Cape, Alice
The Amathole District Film Festival (ADFF), held from 8 to 12 July at the University of Fort Hare in Alice, officially drew to a close, capping five days of cinematic celebration, cultural exchange, and industry insight. Organised by EMBO OTT in strategic partnership with the Amathole Economic Development Agency (ASPIRE), this flagship event became a vibrant platform for regional storytelling and international collaboration.
The festival was officially opened on 8th July by ASPIRE CEO Mr. Avuyile Xabadiya, who also served as Programme Director for the evening. In his remarks, Mr. Xabadiya reaffirmed ASPIRE’s mission as a catalyst for sustainable socio-economic development in Amathole and emphasized the importance of investing in creative industries to unlock the region's revenue potential. He spotlighted film as a tool for preserving Amathole’s rich history and culture—told authentically by its own people.
The Honourable Mayor of Raymond Mhlaba Municipality, Cllr. Nomhle Sango, extended a heartfelt welcome, expressing pride in the region's youth and underscoring how the festival showcases local talent while reinforcing Alice’s historic identity as a beacon of learning and liberation. Her message resonated with participants and community leaders alike, highlighting the shared vision to position Amathole as a cultural and economic powerhouse.
Attended by distinguished guests from South Africa, the African continent, Russia, and beyond, ADFF featured a dynamic mix of masterclasses, panel discussions, live performances, and curated film screenings. These sessions empowered emerging filmmakers with technical insights, artistic mentorship, and access to global networks. Traditional leaders, including His Majesty King Sigcawu of the Xhosa nation, added a powerful layer of heritage recognition, illustrating the festival’s commitment to intergenerational dialogue and respectful storytelling.
The festival was further enriched by the presence and active involvement of key institutions such as the University of Fort Hare, the Eastern Cape Development Corporation (ECDC), ECPACC, and SABC. Their collective efforts helped create a multidisciplinary experience that bridged creativity, academia, community development, and broadcast media.
The closing ceremony on 12 July included a symbolic visit to the Krwakrwa Great Place, honouring the traditional seat of the Xhosa kingdom and reinforcing the unbreakable connection between place, narrative, and identity. This gesture echoed the festival’s overarching theme: “IMVELAPHI.”
ADFF 2025 has not only opened doors for local creatives—it has positioned Amathole as a continental stage for cultural exchange, innovation, and socio-economic growth. EMBO OTT, ASPIRE, and all participating stakeholders commend the creative community and invite continued collaboration to elevate the region’s voice through film.
