Ali Mostafa is a film director and producer and the founder of AFM Films
“If I challenged most of you to name only three locally-produced films from the top of your head, most probably one of them would be mine (City of Life), while another might be Sea Shadow. It is not an easy task to think of more, so genuine kudos to those of you who do name more than the two mentioned above.
It is sad to admit that we have more films being facilitated here than locally produced. One hopeful indigenous film a year doesn’t make a film industry. An industry comes from within, and not from the outside in.
To think of an off-the-cuff example, it’s almost like the pocket of your jeans. If you pull out the lining of your pocket in the symbolic ‘broke manner’, try placing some coins on it, or at least one. What will happen is the coin might, with the right weight and balance, rest itself on the protruding lining; but soon after, it will fall. This is what we will achieve by only facilitating films. We will see some jobs, some money, although it will be short-lived. But if you start placing coins inside the pocket, rather than on the ‘inside out’ lining, it will begin to gather and grow our industry in a nourishing, economical and even cultural way. We will eventually, only then, have an industry.
This article speaks out to the local ‘film funds’ that have made their presence here as well. Place the cash in capable local filmmakers first (based here, not necessarily Emirati), rather than passing it on to an already thriving industry like Hollywood. If it is brought up for the purpose of investment, we all know that there are better investments to be made.
We also have a bigger thriving commercial industry, which, like most places in the world, also outsources the majority of its projects to international filmmakers as well. By hiring local directors and helping them grow, this will also help feed our industry too.
Yes, I know. It is a little different for the commercial industry, and the grass is always greener. But let me simply put myself down as an example. As an Emirati director I have naturally been typecast for the type of commercials that come my way – always receiving ‘the phone’ call at the same times of the year. Ramadan, Eid or National Day. Or even the odd ‘governmental’ gig, which usually gets postponed indefinitely.
I am, for sure, passionate about them. But if I have been recognised as a versatile filmmaker, why am I just seen waving the UAE flag?
Last year, Campaign released its ‘Top 10 Films of 2011’ and I was blessed enough to have the only two commercials I worked on that year make the cut. Standing at number six was, you guessed it, a ‘Ramadan campaign’. It was for Qtel, with a lovely story of two generations connecting. The other was something I, and the advertising and media agencies involved, tried a little differently for the region. It was the action-thriller and online brand film Classified. It was for Range Rover, and yes, still catering to ‘Arab youth’. This film made it to number one on that list. I was very proud to be involved in both, but I’m still waiting in anticipation to receive that ‘phone call’ that usually goes to the obvious foreign director.
My point is that we need to have more faith in our local filmmakers as an industry. Whether it is commercials or film. There are many talented filmmakers here who need that break and have something to prove. Since I started my career early and had to create my own break, let’s be the champions of the next ‘break’ and create more talent. The more support we give, the bigger the chances we have of not needing to leave our base to seek ‘international’ quality. International quality will be found locally. Let us export rather than import.
As much as I would like to make a feature film a year, commercials are my bread and butter and I take them very seriously. I urge agencies and production companies to explore the young talent that we have here, from national to expatriate, and give them a chance on something small at first (even a shelved piece) in order to see their potential. Those of you out there who do give those chances will always hear me sing your name with praise.
You would think that after battling to make City of Life – and most of you will not have the slightest idea of what we went through to get it made (unless you have been listening into to one of my ‘never heard before’ lectures) – it would be a little easier to get one made today, especially now that we have more ‘support’? Well, I am here to say, it’s still not easy. You will repeatedly hear me say these things take time, and that we are all in the teething process. But nothing should faze us or knock us from the path of what will eventually be achieved.
This industry will only grow if we want it to grow. If we come together – including ‘the authorities’ – with a unified goal things will happen quicker and for the better. History will always be created in our young country and I for one have taken this on as my goal and will see it all through to fruition.”