In the opinion of all, the 41st edition of the Cairo International Film Festival (CIFF) which took place from November 20 to 29, 2019 was a real success, especially by the presence of a larger number of spectators, mainly among young people (15,000 tickets sold in 2017, 30,000 in 2018 and 40,000 in 2019).
This increase in the number of spectators already initiated last year under the new presidency of Mohamed Hefzy screenwriter and producer It was confirmed this year thanks to a very large promotional campaign on newspapers, social networks and televisions, and especially to several new measures taken to attract a new and numerous audience.
One of the first measures taken in 2018 was to organize a gala or red carpet evening every night. Seven films had been chosen. For these films, the projection was made in the presence of the members of their teams when they were in Cairo, but also of several prestigious guests, essentially the great Egyptian actors and actresses.
For this 2019 edition, it had been decided to bring the number of these Gala projections to Treize. After the great success of this experience this year too, the number of these projections will be brought to sixteen in 2020, two per evening for the duration of the festival.
Before these two editions of 2018 and 2019, apart from a few rare exceptions such as actress Salwa Mohamed Aly or the director Mahmoud Kamel who went from one projection to another, it was really very rare to see the stars and various professionals of Egyptian cinema outside the two opening and fence ceremonies or special evenings. From these red carpets, every evening they are there by tens. They adorn themselves with their beautiful costumes and come to take pictures and see the gala screening films.
In fact excellent initiative of the organizers. Contrary to what some might believe, this decision was not taken neither for dresses, nor for glitter, or for glamor, nor of course to copy the Cannes festival, but well to promote cinema and create an event each time around a film that is put under the spotlight. In this way, each evening, dozens of journalists come to cover these galas projections, take photos, interview not only the teams of the films, but also the various guests who come to attend these projections.
According to Ahmed Shawky, artistic director of the CIFF, ” It is normal that like all major festivals, we have galas projections, and therefore encourage the presence of professionals and that each evening we were presenting a new film in the presence of his team and stars. On the other hand, it was not normal for such a red carpet decor as designed by the great artist Mohamed Attia was only used at the opening and the fence, it was not normal either that for a whole week the lights remain extinct. In fact, the error is that it has not been made so far. In 2018, we had a try to see and we saw that the spectators had many to come, despite a price for tickets a little more expensive than for the other projections. This success decided to renew the experience and expand it. This year, it has become clear that galas projections are those that attract the most spectators and the most stars. Each Gala projection has seen the presence not just a director, but much more people, which can even reach 4/5 people who worked on the film. This gives even more shine at the festival and puts the spotlight even more on the programmed films. For next year, we think we are organizing two gala projections each evening, and therefore going from thirteen to sixteen galas projections by edition ».
CIFF 41 – Red carpet decor
CIFF 41 – Red carpet decor
CIF 41 – Red carpet decor
CIFF 41 – Decor of the red carpet.
A second measure also contributed to attracting spectators: in addition to the application on a mobile phone which gives the projections and various activities schedules, this year the Festival has decided to publish and distribute to the public a mini catalog including all the synopsis of all the programmed films.
During previous editions, like all other festivals, the CIFF published a big catalog including synopsis and the details of the films, but which was only distributed to the guests of the Festival when the public had only a small program of projections, without any other information. This gap has been filled this year by this mini catalog which allows you to have an overview of all films and therefore choose more easily.
The large catalog distributed to guests and the mini detailed catalog made available to the public
To attract a maximum of young people, a third measure, apparently very effective was also taken: an agreement was signed with the University of Cairo, allowing students to benefit from a preferential rate, and even to buy their tickets on site, within the university. After the success of this initiative, it is planned to extend it to other universities in 2020.
A fourth measure taken this year was a huge success, much more than you would expect: the Food Court (catering area).
Indeed, in the grounds of the opera cultural complex where the projections take place, the CIFF has built a whole set of stands that sell food and drinks in light structures. What is more, in addition to the pizzas and various sandwiches, there were Egyptian dishes, such as Kochari, Taamia … and the delicious dessert Zalabya (which is completely different from our Tunisian Zlabya).
In this Food Court, in addition to the few small “individual” tables, there were very large collective tables around which we sat together, without even knowing each other. People therefore came to see a film, went to buy food and drink and sat down with other spectators. The discussions were committed …
This Food Court contributed largely to the success of this 41th Edition of the CIFF. Indeed, he created a friendly atmosphere, allowed the various foreign guests, both the film teams and the criticisms and journalists from around the world to cover the festival, to meet Egyptian professionals and spectators, to build knowledge and discover cultures from each other. All these people have thus had the opportunity to discuss, debate, exchange ideas and encourage each other to see other films over and over. In fact, this Food Court especially took the function of a sort of film club where some came just out of curiosity to see a single film and go home, and found themselves to see a second, a third and to return the next day and on the next day….
CIFF 41 – Le Food Court
In fact, all these measures that seem harmless, have had a very important impact on frequentation of the festival, not only on the number of tickets sold, but also on the general atmosphere. Watching a film is very good, but being able to discuss it and sharing your ideas and emotions is even better. Mohamed Hefzy, said that he hoped to backtrack the retrograde ideas and extremists, he will perhaps win this challenge!
Although Carthage’s cinematographic days (JCC) are already able to attract a huge audience, and often the projections are full, they could still take example on the CIFF for at least three of these initiatives: publish the program and the synopsis of films on mobile application and on a small catalog, organize a friendly place in the great city of culture, allowing to eat, but above all to exchange and program As a red carpet every night, especially for the films whose teams have made the trip to Tunisia. It is true that each year, during the JCC, a controversy takes place concerning the red carpet, some seeing only the glamorous side, yet it is also a way to promote the festival and the films. Just organize it. In Cairo, for example, access to the red carpet is only allowed by people with a specific invitation card and only journalists accredited for this purpose.
Neïla Driss
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