For the very first time experts in the creative film industry from across the Middle East are teaming up to produce and broadcast an international cross media format from The Netherlands: the Emmy Award winning Entertainment Experience, which will result in the release of the first movie that is created by “the crowd”.
Following the successes in the Netherlands, China and Turkey, FCCE and Arab Format Lab-Ritix partnered together to launch the Arab Entertainment Experience in The Middle East. This was announced jointly by Justus Verkerk, CEO of FCCE and Khulud Abu Homos, CEO of the Arab Format Lab-Ritx during the 14th Dubai International Film Festival.
The Arab Entertainment Experience is a talent development project, that will create a user-generated movie made by "the crowd”, with the guidance of a team of industry professionals and the Arab world’s most talented film makers, led by the highly acclaimed and award winning Arab director — Yousry Nasrallah.
Open to all, the concept of the project relies on the public to complete a movie script initiated by the director, by simply registering on a specially developed user-generated content handling digital platform, powered by media used socially.
All participants will get a chance to have their version of the script evaluated. The winning scripts will make it into a professional film-version that will be simultaneously made by the director for theatrical release. The process of making the film and the development of the community talents will be shown on a star-studded entertaining TV show of 13 episodes, that culminates in the red-carpet movie theatrical release.
In parallel, there will be on the ground master classes and workshops that will be open to all contestants to attend.
Khulud Abo Homos, CEO of the Arab Format Lab, said, “We are proud to lead this award winning project that has talent development and audience engagement as its core value. It is an opportunity not only for Arab Talents but also for advertisers and Arab Cinema as a whole. Together with our partners we are looking forward to the crowd sourced production of the first user generated movie in Egypt, the Emirates and Saudi Arabia. And we have a great director on board Yousry Nasrallah leading the project as Paul Verhoeven did in The Netherlands and John Woo in China.”
Justus Verkerk, CEO of FCCE, stated, “After The Netherlands and China this will be again a big adventure. It will facilitate and engage young and talented people for almost 9 months! And for many of them it could be a life-changing event because suddenly they can show and share their talent. This project is about the journey of making a movie; the crowd will write, act, direct and compose their own story. This will definitely be a next step of the industry in the MENA region!”
The film's director, Yousry Nasrallah said, "This project is a pioneering step in talent development for the creative film industry, and we hope it will open new horizons in the cinema industry.”
The Arab Entertainment Experience project and the relevant digital platforms will be launched in Egypt, KSA and UAE. Date of launch is to be defined soon.
Arab Format Lab specializes in Content Development, Production, Sales and Distribution. Part of the Ritix Group (KSA), based in Dubai with offices in Cairo and Jeddah. Committed to delivering premium and socially relevant Arabic content, it focuses on bringing international formats from Hollywood, Europe and Asia, to be adapted and produced in Arabic for the Saudi-Gulf and MENA region. It also develops and produces original local TV entertainment formats, series formats and remake adaptions of international movies.
FCCE, founded by Justus Verkerk and Rene Mioch in 2005, is an international production and distribution company, with a proven track record of over 400 projects including a movie-related Content Library of over 12,000 hours, weekly TV series, evergreen programming, and events, feature film and cross media concepts.
FCCE distributes 52 weeks a year, 10 weekly magazines to 120 countries around the world. In 2012 FCCE developed a new groundbreaking multiplatform concept – The Entertainment Experience. The concept was nominated multiple times, won an One Show Award in the USA, the Hurun Award in China and an International Emmy Award in 2013. — SG