Movie Mtaani: A Platform for Kenyan Film

Movie Mtaani is an online platform dedicated to promoting Kenyan films and making them easily accessible to a wider audience. Founded by Edwin Mbugua, the platform aims to bridge the gap between Kenyan film producers and viewers, providing a central hub for discovering and enjoying Kenyan cinematic creations.

• The platform was launched in mid-2017 and has been operating for the past nine months.
• Movie Mtaani aggregates a diverse collection of Kenyan movies, encompassing various genres, including action, drama, comedies, and TV series.
• The films are available in multiple languages, including English, Swahili, Kikuyu, Luo, Kisii, and others, catering to a wide range of viewers.

The Motivation Behind Movie Mtaani

The inspiration for Movie Mtaani stemmed from a desire to make Kenyan films easily accessible and address the challenges faced by film producers in finding effective distribution channels.

• Edwin Mbugua, the founder, noticed a lack of a centralized platform for showcasing Kenyan movies.
• He observed that films were scattered across various platforms, making it difficult for viewers to discover and enjoy them.
• Movie Mtaani was conceived as a solution to bring Kenyan films together in one place, promoting their visibility and reach.

Funding and Sustainability

Movie Mtaani was initially funded through personal savings from the founders. To ensure long-term sustainability, the platform plans to utilize various revenue streams:

• Running advertisements on the platform to attract brand partnerships and generate revenue.
• Offering premium content, providing exclusive access to select films for a subscription fee.
• Organizing movie nights in collaboration with film producers to showcase films at selected locations and generate revenue from ticket sales.

Challenges and Strategies

One of the biggest challenges Movie Mtaani faces is the cost of acquiring exclusive content from film producers. To address this challenge, the platform utilizes a combination of strategies:

• Negotiating content licensing agreements with film producers to obtain rights for a specific duration.
• Promoting and showcasing upcoming films to increase visibility and generate interest among viewers.
• Creating a level playing field for both experienced and upcoming film producers, providing opportunities for exposure and recognition.

Marketing and Reach

Movie Mtaani employs a multi-pronged marketing approach to reach potential viewers and promote Kenyan films:

• Leveraging social media platforms, primarily Facebook and Twitter, to engage with audiences and promote new releases.
• Maintaining a subscriber mailing list to directly communicate with interested viewers and announce new content.

Selection Process and Quality Control

Movie Mtaani adheres to a rigorous selection process to ensure the quality of the films featured on its platform:

• A dedicated film producer reviews submitted movies for quality standards, ensuring they meet the platform's criteria.
• The platform boasts a diverse library of old and new releases, covering various genres and catering to different tastes.

Benefits for the Kenyan Film Industry

Movie Mtaani plays a significant role in supporting and promoting the Kenyan film industry by providing various benefits for film producers:

• Film producers receive a fee for leasing their content to the platform for a designated period.
• Movie Mtaani helps increase the visibility and reach of Kenyan films, expanding their audience and generating potential revenue.
• The platform provides a level playing field for both established and upcoming film producers, fostering growth and development within the industry.

The Future of Movie Mtaani and the Kenyan Film Industry

Movie Mtaani has ambitious plans for the future, aiming to become a leading platform for showcasing Kenyan talent not only in Kenya but also across Africa and globally.

• The platform is developing a feature that allows subscribers to purchase films directly, providing additional revenue streams for film producers.
• Movie Mtaani plans to introduce a premium platform offering exclusive Kenyan content, catering to viewers seeking a premium experience.
• The platform aims to continue expanding its content library, featuring a wider range of Kenyan films and captivating a broader audience.

Advice for Entrepreneurs in Movie Streaming

Edwin Mbugua offers valuable advice for entrepreneurs entering the movie streaming space:

• Understanding your target audience and their preferences is crucial for success in the movie streaming industry.
• Providing high-quality content that meets audience demands is essential for attracting viewers and retaining their interest.
• Focusing on building a strong brand identity and establishing a clear value proposition for your platform is critical for differentiation in a competitive market.