Untapped ‘pop-up-cinema’ concept comes to UAE

RITIKA SHARMA / Emirates Business

For the first time, UAE is all set to get a taste of an untapped but creative side of film industry – the pop up cinema. Named ‘Film in a Box’, the new concept will showcase non-dialogue films at various locations across the UAE, and cater towards enhancement of the region’s film and art industry.
‘Film in a Box’ has developed an experiential concept that aims to showcase a new generation of innovative stories. The project is designed to give UAE the platform and opportunity to screen new and independent films by filmmakers and thereby explore the untapped concept of pop-up-cinema.
Terry Miranda, CEO, and Principal Creative Director of Lighthouse Productions, the creator of Film in a box told Emirates Business, “Lots of independent films makers are struggling, and competing against the top grossing movies with big budgets. This makes it difficult for undiscovered talent to distribute their films. With ‘Films in a Box’ we offer an alternative distribution channel for aspiring talent and grass root film makers.”
Although not very famous, the non-dialogue film market is a huge one, Miranda believes, who mentions that many of such films (non-dialogues) do not reach the general public because there is no “purposeful business model created around the concept”.
“Film festivals worldwide receive a large number of entries every year, and a lot of great non dialogue films fail to make the final cut not because of quality but because a Film Festival can only showcase a limited number,” he added.
Talking about the scenario in UAE, Miranda said, “UAE’s cinema industry is expanding, a large number of locally produced short films have been made by innovative Emiratis. These local productions are contributing to UAE’s rapidly growing reputation as a global and artistic hub.”
The ticket entry price for ‘Film in a box, though no decided yet, is believed to be minimal one-time fee for the duration of the day as it aims at encouraging the trend of watching non-dialogue films ‘among the widest possible audience’ Terry says.
Talking about expansion plans, Miranda emphasised, “The great thing about having a pop up cinema is that it can move from one place to another. So far we have received positive feedback which is what matters. When a new concept is accepted by the general audience, expansion is not an issue. Our expansion as a brand will first target the MENA region and then international. What we can reveal is that the location will propel our vision and showcase the immense possibilities of “Films in a Box.”