History of the Festival
The Heartlands Film Festival Africa – HFFA (Pelong Afrika) was founded by film critic Tshi Malatji along with Zanda Nosenga and Thabiso Olifant. It merges two previous festivals: the Cineba Film Festival (focused on local and South African films) and the Adisi Film Festival (focused on experimental and arthouse cinema). Only Cineba was incubated at the Encounters Training Institute’s Doc Activate Season. Both festivals initially took place at the 56 Tambo Centre in Bloemfontein. From 2023 to 2025, the two festivals combined averaged over 200 unique attendees annually across four to five screening days.
In 2026, the festivals officially merged under the name Pelong Afrika (Heartlands Film Festival Africa – HFFA). The venue moved to The Yard Bloemfontein, while retaining its core ethos: celebrating experimental, arthouse, and non‑commercial cinema. The festival now takes place over two weekends around South Africa’s Freedom Day (late April) and May Day weekend – bringing Adisi’s traditional year‑end slot forward to create a concentrated cinematic season. Two major changes distinguish the 2026 edition: a deliberate focus on non‑South African African films (pan‑African programming) and a commitment to unearthing obscure or under‑distributed works that have rarely, if ever, screened in South Africa.
2023 – Incubation and First Steps
Tshi, Zanda and Thabiso were incubated in 2023 by the Encounters Training Institute's Doc Activate Season. They held the first Cineba Film Festival on 27 & 28 April 2023, focused on documentaries that had recently screened at the Encounters South African International Documentary Festival. Four films were screened: two feature documentaries (Murder in Paris and A New Country) and two documentary shorts (Manche: The African Martyr and The Bhisho Massacre: Who Pulled The Trigger).
Later that year (27 & 28 October 2023), the first Adisi Film Festival was held, screening a mix of fiction and documentary, again focusing on experimental and arthouse works. It included one feature documentary (This is National Wake), two feature fiction films (Sew the Winter to My Skin and High Fantasy), and a short film (Passion Gap). In total, eight films were screened over four days while the festival was still in its incubation phase.
2024 – Standing Alone, Adding a Local Focus
In 2024, the festival operated independently, expanding to an additional day. The Cineba Film Festival was held from 26 to 28 April 2024, launching a new component: Local Focus – films made in the festival’s home city, Bloemfontein. The programme mixed short and feature, documentary and fiction. Local films included Glow in the Dark (documentary short), Mbali: Blossom (fiction short), Qwakanda: Changemakers (documentary feature) and Molamu: The Fighting Stick (fiction feature). Two additional national films were screened: Call Me Miles (documentary feature) and You're My Favourite Place (fiction feature).
The Adisi Film Festival took place over one day (15 November 2024) with three short films: Lakutshon’ Ilanga: When the Sun Sets (fiction), We the Voters (documentary) and The Bones of Memory (documentary). Thus, 2024 again featured four days of screenings but with nine films, all maintaining the experimental and arthouse ethos.
2025 – Pivot Toward Obscure Cinema and Merger
In 2025, no Adisi Film Festival was held as the organisers began planning a merger of Cineba and Adisi. Realising that most films screened in previous years had already been widely shown in South Africa, the festival decided to stand out by pursuing newer, more obscure films that had not yet reached local audiences. The Cineba Film Festival took place from 25 to 28 April 2025 (4 days) with seven films: Stillborn (narrative short), Siyavuta (documentary feature), Dijana Marao (narrative feature), Whispering Truth to Power (documentary), Behind the Mic (documentary short), Amanzi (narrative short) and Why Democracy? (documentary feature). The festival again mixed narrative and documentary, short and feature, with a strong local representation alongside national productions.
After three years of organising two separate festivals, the team decided to merge Cineba and Adisi into a single, more powerful entity. The new concept would focus on non‑South African African films while retaining a local focus on works related to Bloemfontein. It would also double down on the search for significant, experimental, and art films that were not screening elsewhere in South Africa. The result is the 2026 edition: five days over two weekends, two competitive awards (Pelo ya Rona and Khutla), and a curated programme of ten films – shorts and features, narrative and documentary – that embody the spirit of a truly independent, pan‑African cinema. Future editions aim to expand further in duration and reach, creating a unique home for experimental and arthouse African film in South Africa.