Unlocking Jamaica's Film Potential: Key Policy Recommendations

"Wi likkle but wi tallawah"

Jamaicans regularly use this phrase and we all understand what it means. Despite our small size, we are strong and mighty. I always saw it as a reference to our huge cultural footprint. Across the world, people cheer for our athletes, dance to our music and integrate our language into their slang. So, despite the issues (that I have identified in previous articles), Jamaica has a huge opportunity to make a mark on the film industry, as it has done for many other creative industries.

So, what will it take to have Jamaican film as recognisable as Hollywood, or Nollywood? Below, I will outline some policy recommendations based on my master's thesis research. While the film industry is an amalgamation of public and private, my research underlines the importance of positive government policy to create an environment that supports their creative pursuits.

To recap, Jamaica has unique attributes that if nurtured can lead to a successful film industry. Firstly, I investigated what filmmaking is like in Jamaica. I would argue that key players, due to its small size and population dictate the collaborative spirit, gatekeeping and informal labour practices seen on the island. As the industry continues to formalise the hope would be that some of these influences are lessened. In short, to grow, the film industry needs more structure, inclusivity, and pathways for new talent. Jamaica has the passion—now it’s about building the framework for a thriving, sustainable film scene.

Next, I tackled the BIG question in all filmmaking projects - where’s the money? Jamaica’s film industry is at an exciting crossroads with the launch of the $1-billion Jamaica Screen Development Initiative (JSDI) fund, sparking hope for local creatives. It’s a game-changer, but challenges like limited resources, workforce dynamics, and inconsistent policies remain. International productions bring visibility and skills training, yet they often leave local talent underutilised once the big projects wrap.

But as we all know, money can’t buy talent…. my article on skills and resources in the Jamaican film industry highlights while there’s no shortage of skilled individuals; the gaps in training, equipment access, and a lack of institutional support continue to hold back the industry. Local filmmakers show incredible entrepreneurial spirit and resilience, finding creative ways to fill these gaps through grassroots initiatives and strategic partnerships. However, systemic barriers remain, often excluding underprivileged groups from fully participating.

Finally, I tackled the concept of film (and) culture. Does Jamaica have a creative film style? and if not, is it likely to create one? Jamaica’s film industry holds untapped potential to shape national identity, drive economic growth, and elevate “Brand Jamaica” on the global stage. However, the industry currently struggles with a lack of a distinctive creative style and the infrastructure needed to foster its development. Strategic initiatives like the Jamaica Screen Development Initiative (JSDI) highlight the optimism and ambition of local filmmakers. So by leveraging Jamaica’s cultural cachet, natural beauty, and status as a global trendsetter, the country has an opportunity to define a unique film aesthetic. This in turn, could boost “film tourism” and create new pathways for nation-building - it all sounds so easy when you put it like that! 🙃

So there are lots of potentials and equally a few challenges. While research is all well and good, I wanted to ensure I highlighted some areas for positive change. Where can government policy step in and give the Jamaican film industry a helping hand? Below you’ll find my recommendations based on my research, including 19+ interviews with filmmakers, executives, workers and creatives.

The following recommendations are based on the key findings from this research and intentionally builds on the recommendations put forward by Hendrickson & Niaah, (2018, p. 8):

• Strengthen existing collaborative networks. While formal networks amongst film workers exist, these can be further strengthened via funding, organisational support and community outreach programmes.

• Implement local content quotas. Jamaica needs to ensure a market for locally produced films by requiring local broadcasters and cinemas to show homegrown content. This policy has been successful in other countries and will help nurture the Jamaican ‘film culture’ in both audience and style.

• Advance educational and skills training programs. Gaps in creative and technical skills should be filled with a comprehensive approach that incorporates both formal and informal offerings. Production companies should seek to partner with educational institutions to ensure a steady stream of trained professionals.

• Incentivise private sector investment. The government should develop policies that include tax incentives to encourage businesses to invest in film production projects and related infrastructure, including state-of-the-art production facilities that will contribute to the industry's overall development.

• Support further film industry research. Informed research can guide policymakers in creating effective strategies and policies that support the growth of the local film industry. This includes continually addressing issues like funding, training, infrastructure, and regulatory frameworks.

By putting these ideas into action, Jamaica can tap into its unique geography and rich culture to create a thriving film industry. Focusing on collaboration, education, smart investments, and supportive initiatives will not just grow the local film scene but also boost the economy and showcase Jamaica’s culture to the world. Let’s make it happen! 🎥🇯🇲

You can read this entire series on my LinkedIn.

Sources:

Hendrickson, M., & Niaah, S. S. (2018). A study on the creative industry as a pillar of sustained growth and diversification: The film and music sectors in Jamaica: lessons from case studies of successful firms and ventures.