"All the films in the catalog are made by African filmmakers: documentaries, fiction, short films, animations. So the local ambassadors select which films they screen, and then they co-host discussions that contextualize those stories for a local audience. Because sometimes the film will be from a different part of Africa or in different languages. We always prioritize local content. And we partner with film festivals, local film festivals in South Africa. As well as we have done in the past with video-on-demand platforms who we collaborate with on screening campaigns. So it's not for us about, like, massive reach in terms of audience numbers. It's more about reaching as diverse an audience as possible to promote audience development of local content; the more people watch," Willow Smith noted.