Indie Welsh sci-fi film Expiry, which has found favor with post-pandemic audiences with its relatable story of a married couple prevented from touching by a ruling authority, has secured distribution across the African continent via the new and innovative WaChing platform, based in South Africa.
The film, shot in and around Cardiff and Newport in South Wales, has been selected for multiple film festivals worldwide and celebrated a Global Music Awards win for its score by creative Tom Gatley of TG Films at Carmarthenshire. Expiry has already been distributed in the US and Canada and recently launched in the UK on Prime Video; now the movie
will be available in South Africa through WaChing, expanding to all 52 African territories as the WaChing platform rolls out across the continent in the coming years.
Launched in December 2022, WaChing allows content creators to monetize their work by distributing content offline through a free app. The WaChing app allows users to earn money by sharing content offline without the need for subscription fees or expensive mobile data plans. WaChing is an ideal platform for the African continent, where 70% of the consumer market exists offline without the means to pay for data, banking costs or monthly streaming subscriptions.
The deal was brokered between Seraphim Pictures in South Wales and WaChing in South Africa via Singapore-based online content marketplace Vuulr.com. Director of the company Seraphim Pictures
Daniel Lyddon said of the deal:
“Seraphim Pictures partnered with Vuulr in 2021 to launch a brand sales platform through the company’s website. The WaChing deal is the first to close through this partnership, with more to be announced before the end of the year. What’s interesting about this particular deal is that one of Expiry’s themes is how wearable technology can restrict our lives, while WaChing is a real-life example of how mobile technology can improve film distribution in a way that has not been available. us before.”
Tom Gatley, the film’s writer-director-composer, said of the deal:
“Me and everyone involved with Expiry are very excited to do this deal with WaChing, which will see Expiry roll out across the entire African continent. This not only brings our feature film to new audiences, but also provides easier access to anyone who can’t make it to a theater or stream directly. Therefore, I am proud that we are partnering with a company that clearly has a good vision for cinema and its future.”
Sean Else, creative director of WaChing, added:
“We are very excited to share this great sci-fi film with our African audiences who can now download this film on WaChing without having to use expensive data and at the same time financially empower themselves and filmmakers by using the app for more than just watching. and downloading the movie offline, but also becoming distributors of the movie within their own communities. With 70% of the African population being disconnected and most people living on less than a dollar a day, we are very grateful and excited to partner with Seraphim Pictures and the very talented creative team behind EXPIRY to bring such great entertainment to a hungry and untapped audience. audience.”
