In an industry where production power is traditionally concentrated in the urban hubs of Johannesburg and Cape Town, a quiet revolution is being staged in the heart of the Eastern Cape. TLR Pictures, a division and trading name of True Levels Records, is breaking the geographic mold of South African cinema by proving that world-class film production doesn't require a Gauteng address.
While many production houses gravitate toward the Western Cape for infrastructure, TLR Pictures has taken a contrarian path by setting up shop in Cofimvaba. For the studio, this move is about more than just business—it is a cultural movement aimed at showcasing the region's untapped potential.
"We're not just making films, we're building a movement," says a spokesperson for TLR Pictures. "We want to show the world that the Eastern Cape has the talent, the landscapes, and the infrastructure to support world-class film production."
The "Joe & Slovo" Phenomenon
The studio’s vision has already yielded high-octane results. Their flagship project, the award-winning film "Joe & Slovo", has been hailed as a landmark achievement for regional cinema. Recognized as the best film in Cofimvaba, it has served as a proof of concept for the studio's ability to create professional, engaging content that resonates with local audiences while maintaining high production standards.
What truly sets TLR Pictures apart is its fearless embrace of the action genre. In a local industry where many directors shy away from action due to the high costs of stunts, special effects, and logistics, TLR Pictures sees a competitive advantage.
"Many filmmakers avoid action movies because of the high costs... but we see this as an opportunity to innovate and push the boundaries of what's possible in the Eastern Cape."
The studio is currently releasing two films a year, but their roadmap is aggressive. TLR Pictures plans to scale production to at least 12 films annually within the next few years, focusing on high-energy storytelling that utilizes the Eastern Cape's unique rugged terrain.
The studio is also expanding into episodic content with two highly anticipated series currently in development, both set in their home base:
> Uxam Ukholwa Ngamantintinti
> Iimpukane: The Cofimvabians
These productions highlight the company's commitment to telling diverse stories that are deeply rooted in the Cofimvaba identity.
TLR Pictures isn't just looking to produce content; they are looking to lead the industry. A key part of their long-term strategy includes the goal of owning at least 15% of the eVOD platform. This level of equity would allow them to take a leading role in shaping the distribution of South African entertainment and ensure that Eastern Cape voices have a permanent home on major streaming platforms.
With a bold vision, a talented team of filmmakers, and a commitment to high-octane innovation, TLR Pictures is redefining what it means to be a "major studio" in the modern South African era.