In this chapter we discuss a contemporary private initiative, so as to illustrate industry-oriented and audience-oriented film education. The South African School of Motion Picture Medium and Live Performance, trading as AFDA, was established in 1994, the first year of democracy in South Africa. We focus on how AFDA places entertainment value at the center of its curriculum, and how this value is theorized, applied, and achieved, within the context of South Africa's film industry and history.