South Africa’s film and television sector faces a significant blow if the US president’s proposed 100% tariff on foreign-made films entering America comes into effect. Such a move would sever a crucial distribution channel, threatening a vital source of income for African content creators.
On Sunday, the president announced that he had directed his officials to begin implementing tariffs on “all movies” produced abroad. Although details remain vague, South African distributors and producers warn that the effects could be devastating.
Ben Cowley of Gravel Road Distribution stated, “If I sell a film to Netflix for a million dollars, will the US government apply a 100% tariff? If that’s the case, it’s the end of exporting African films to the US.”
Beyond distributors, the damage would ripple throughout the industry, impacting thousands of local jobs — actors, crew, wardrobe teams, drivers, caterers, and accommodation providers. A production facilitator cautioned that regions like the Western Cape, a favourite for foreign productions, could face severe economic losses: “Revenue losses of this magnitude can collapse the entire value chain.”
Hollywood may also face repercussions. Cowley argued that taxing offshore work, as seen in Mission: Impossible – Dead Reckoning, would increase costs and harm US studios. Talent agent Victoria Molitsi emphasised the importance of international markets, which provide nearly half of global box office returns. Many view Trump’s threat as a reaction to China’s restrictions on US films, although he frames it as a national security measure. After his re-election campaign, Trump named Jon Voight, Mel Gibson, and Sylvester Stallone as Hollywood envoys, vowing to strengthen the industry.
However, for African filmmakers, the future appears bleak. “The US was our last valuable window,” Cowley remarked. “Less content means fewer jobs, both globally and at home. This uncertainty is killing us.”
