Neo Moretlwe’s Brain Engine empowers youth to take films further
The course teaches rising talent how to market and distribute their films with strategy and purpose.
As Youth Month was celebrated, young creatives across the region stepped into the spotlight during the launch of the Brain Engine programme by filmmaker and industry expert Neo Moretlwe.
Brain Engine is an initiative aimed at helping emerging filmmakers navigate the business side of the film industry. Moretlwe, who has spent years working across funding, development, production, marketing and distribution, saw a recurring problem.
“I began to notice a common thread: great stories, but limited access to knowledge on how to sell, market and position those stories,” she explained. “The idea for this programme came from wanting to bridge that gap.”
To do so, Moretlwe launched Brain Engine – a five-week strategic film marketing and distribution course, funded by the Presidential Employment Stimulus Programme (PESP) and the National Film and Video Foundation (NFVF).
The course helps young filmmakers understand the full journey – not just how to make a film, but how to ensure it is seen, shared and remembered.
“Making the film is only half the job,” shared Moretlwe. “Marketing and distribution are what make the difference between a beautiful film no one sees and a strategic release that changes culture and creates value.”
More than just marketing
While many think of marketing as something that happens after the film is complete, Brain Engine teaches that it should be part of the process from the outset.
“We’re giving young filmmakers the tools to treat their films like businesses,” said Moretlwe. “It’s not just about creativity. It’s about understanding your audience, knowing when and where to release, using platforms like TikTok and YouTube, and being smart with data.”
The course promotes mentorship, collaboration and long-term learning. It encourages young people to understand the full film value chain and to build careers that are both creative and economically sustainable.
“We weren’t looking for experience; we were looking for fire,” said Moretlwe about selecting participants. “This is about building people, not just skills.”
Focus on the south
Out of the 47 youth participants in the first cohort, several come from Johannesburg South.
“The south of Johannesburg has been incredibly active,” said Moretlwe. “Intentional participation from this region matters. Too often, the spotlight remains on the same creative hubs, while brilliant young voices from areas like the south remain hidden.”
The inclusion of Johannesburg South participants reflects Brain Engine’s broader goal of levelling the playing field. The programme seeks to localise the industry and make knowledge accessible – especially for those who have not traditionally had access to these tools and insights.
A vision for the future
Moretlwe is clear about her long-term vision. She wants local filmmakers to think globally – and have the tools to succeed.
“I’d like to see marketing budgets included from day one, not as an afterthought. I want to see local stories travel, earn, and make an impact worldwide.”
She also offered advice to aspiring filmmakers, especially those from underrepresented areas like Johannesburg South.
“Understand the full game. Learn the creative side, but also learn the business. Be bold in your storytelling, but sharper in your strategy. Where you come from gives you perspective – use that. And always remember, it’s not just about making a film. It’s about making your film move, move people, move markets, and build momentum.”
With Brain Engine, Moretlwe is not just teaching young filmmakers how to make films – she is showing them how to build sustainable careers and take their stories to the world.
