SIRA – The African Hub will debut at TIFF50, promoting African cinema with curated screenings, networking opportunities, and market access for filmmakers across the continent, as the Toronto International Film Festival (TIFF) marks its 50th anniversary
This initiative is led by Joy Odiete, CEO of Blue Pictures Entertainment and President of the Film Distributors Association of Nigeria. With more than two decades in film distribution and exhibition, Odiete has long advocated for African films to transition from “festival showcases” to tangible opportunities in sales, co-production, and international distribution.
SIRA, she says, is designed to bridge that gap.
“For too long, we’ve gone to festivals, spent heavily, and returned without real value. SIRA is a new driver for access. African filmmakers deserve to sit across from buyers like MGM, Netflix, Apple, and Amazon, and that’s what we’re building,” Odiete told Nollywire.
TIFF is preparing to launch a full film market in 2026. Ahead of that transition, SIRA’s presence at TIFF50 positions African creators at the centre of these global trade conversations. Odiete notes that this partnership with TIFF was born from strategic dialogues earlier this year, when TIFF leadership visited Lagos to engage African distributors and filmmakers about the new market structure.
SIRA – The African Hub Full Program at TIFF50
Running September 4–8, 2025, SIRA’s programme will combine screenings, networking, and thought leadership. Highlights include:
- SIRA Micro Session: An intimate, solutions-driven panel with filmmakers from Nigeria, South Africa, Ghana, and Uganda, focused on co-production and global sales opportunities.
- Cocktail & B2B Networking Reception: An invite-only mixer bringing African producers together with international distributors, financiers, and studio executives.
- Market Screenings: Six curated African films selected for buyers and programmers:
- Mama Nike – Queen of Adire
- Safari
- 3 Cold Dishes
- Black Pepper
- Made By Design
- The Serpent’s Gift
- SIRA Booth: A dedicated space at TIFF for branding, networking, and showcasing African creative talent.
Odiete describes the screenings as “unprecedented; the first time six African films are being formally positioned to buyers at TIFF.”
Beyond TIFF50, SIRA Is A Pan-African Platform
While TIFF50 is the launchpad, Odiete says SIRA is conceived as a long-term vehicle for African cinema’s integration into global markets. Registered in Nigeria but pan-African in its vision, the hub’s mission is to provide visibility, funding access, and distribution pipelines for African storytellers at top-tier festivals and markets worldwide.
Its services include festival representation, industry programming, talent development, and co-production facilitation.
For enquiries about SIRA – The African Hub, contact Roheemah Adesiyan at ea@bluepicturesng.com.
