Amman International Film Festival Launches 6th Edition under the Slogan "A World Beyond the Script" - Jordan News
Festival Grows Despite Regional Challenges In an interview with Zahrat Al Khaleej, Festival Director Nadi Doumani emphasized that the festival continues to grow each year, despite the challenges facing the region. She noted a number of firsts for this year's edition: Ireland was selected as the guest of honor, represented by acclaimed Irish director Jim Sheridan. A record number of Jordanian films (11) are participating in this year's competitions. For the first time, the festival included a dedicated section for web series. Select films were presented with sign language interpretation, expanding accessibility. Doumani highlighted that the festival remains committed to its core identity—'First Film'—focusing on debut works by directors, actors, or writers. While global cinema is part of the lineup, Arabic films remain a central focus. Opening Night Highlights The opening ceremony featured: A Cherkessian folkloric performance A live musical medley, including improvised vocal pieces by Jordanian singer Zein Awad
Introduction of the jury panels The screening of the opening film, 'The Teacher' (Ma Baad) by Palestinian director Maha Haj The nine-day festival will showcase 62 Arab and international films, many making their world premiere, and some having already earned prestigious international awards. The event also includes panel discussions and workshops featuring global cinema professionals.
The Amman International Film Festival continues to serve as a regional platform for emerging voices, celebrating creativity and innovation in storytelling.
Hashtags
Try Our AI Features
Explore what Daily8 AI can do for you:
Comments
No comments yet...
Related Articles
Jordan News
2 days ago
- Jordan News
Amman International Film Festival Launches 6th Edition under the Slogan "A World Beyond the Script" - Jordan News
The Amman International Film Festival (AIFF) kicked off its sixth edition on Wednesday evening under the thought-provoking theme 'A World Beyond the Script', in the presence of Prince Ali bin Al Hussein, Chairman of the Royal Film Commission, along with Princess Rym Ali, Princess Jalila bint Ali, and Prince Abdullah bin Ali. The opening also welcomed a host of film stars and creators, including Saba Mubarak, Georges Khabbaz, Diamond Bou Abboud, Yousry Nasrallah, Rashid Masharawi, and Tara Abboud, along with several cast members of the hit series AlRawabi School for Girls, and international filmmakers from around the world. اضافة اعلان In her opening remarks, Princess Rym Ali, President of the Festival, explained that this year's slogan symbolizes 'a world that has turned its back on diplomacy and dialogue, where humanitarian principles and basic decency have collapsed, and where madness and silence have become the new language.' She added: 'The filmmakers we selected are the ones capable of restoring sanity and direction to such a world.' Festival Grows Despite Regional Challenges In an interview with Zahrat Al Khaleej, Festival Director Nadi Doumani emphasized that the festival continues to grow each year, despite the challenges facing the region. She noted a number of firsts for this year's edition: Ireland was selected as the guest of honor, represented by acclaimed Irish director Jim Sheridan. A record number of Jordanian films (11) are participating in this year's competitions. For the first time, the festival included a dedicated section for web series. Select films were presented with sign language interpretation, expanding accessibility. Doumani highlighted that the festival remains committed to its core identity—'First Film'—focusing on debut works by directors, actors, or writers. While global cinema is part of the lineup, Arabic films remain a central focus. Opening Night Highlights The opening ceremony featured: A Cherkessian folkloric performance A live musical medley, including improvised vocal pieces by Jordanian singer Zein Awad Introduction of the jury panels The screening of the opening film, 'The Teacher' (Ma Baad) by Palestinian director Maha Haj The nine-day festival will showcase 62 Arab and international films, many making their world premiere, and some having already earned prestigious international awards. The event also includes panel discussions and workshops featuring global cinema professionals. The Amman International Film Festival continues to serve as a regional platform for emerging voices, celebrating creativity and innovation in storytelling.
Ammon
2 days ago
- Ammon
Amman Film Festival opens 6th edition under theme "A World Unscripted"
Ammon News - The sixth edition of the Amman International Film Festival - Awal Film (AIFF) opened Wednesday evening at the Hussein Cultural Center, launching nine days of screenings and events under the theme "A World Unscripted." The opening ceremony was held under the patronage of Her Royal Highness Princess Rym Ali, President of the Festival, and attended by His Royal Highness Prince Ali bin Al Hussein, President of the Royal Film Commission. Also in attendance were Prince Abdullah bin Ali and Princess Jalila bint Ali, along with senior government officials, foreign diplomats, and guests from the regional and international film industries. In her opening address, Princess Rym said the festival's theme reflects a growing disconnect between global realities and traditional modes of communication. "This is the world we now live in, one that has turned its back on diplomacy, dialogue, and international norms," she said. "It is as if the world has chosen a different language, one of madness and silence." She told the audience that while "madness and silence" may define the current moment, they are not permanent states. "This world is not a train that cannot stop," she said. "You, the filmmakers we honor here, and you, the audiences who give meaning to these works, are the voices breaking the silence. You bring empathy to a world growing more callous, and stories to a world that desperately needs them." Princess Rym said the decision to hold this year's edition was a cultural stand against despair. "Stories do not stop destruction," she said, "but they return names and faces to the dead. They remind us that we are not only pain and war. We also live, love, hope, and create." She emphasized the festival's role in bringing together first-time films from the Arab world and beyond with local and regional audiences. She also acknowledged the efforts of His Majesty King Abdullah II in supporting Jordan's film industry and credited Prince Ali's vision in founding the Royal Film Commission, a key partner in launching and sustaining the festival. Princess Rym extended thanks to public and private sponsors, including the Jordan Tourism Board, Abdali Investment, Royal Jordanian Airlines, and Zain, along with individual Jordanian supporters who helped make the event possible. This year's edition features a focus on Irish cinema, represented by acclaimed filmmaker Jim Sheridan. The program also includes eleven Jordanian films, five Jordanian film projects in development, and six films produced in Gaza by local Palestinian filmmakers. The opening ceremony, hosted by actress Zein Awad and journalist Mohannad Al-Jazeera, included musical performances and traditional Circassian dance by the New Generation troupe. Sheridan addressed the audience, expressing his appreciation for participating in the festival and reflecting on his experience in drama and documentary filmmaking.
Roya News
4 days ago
- Roya News
VMLY&R-Amman's digital 360 approach: Case study on integrated marketing
Every year, as the holy month of Ramadan approaches, brands across Jordan gear up to create campaigns that resonate deeply with audiences. Some hit the mark, some... well, they give it their best shot. This year, Orange Jordan truly shone with their "Tallat Bashayer" campaign, a memorable, all-encompassing experience that resonated with the hearts of the audience. It was a 360 digital campaign that seamlessly blended channels and tactics, engaging customers online and offline. The ambitious goal for Orange Jordan was clear: to reinforce its brand positioning as every Jordanian's companion. Achieving this required more than just creativity, it demanded profound strategic insight. Marketing and advertising agency VMLY&R Amman leveraged its deep understanding of the local market, helping Orange Jordan craft a campaign centered around a heartwarming television commercial (TVC) that beautifully captured the everyday lives of Jordanians, featuring an original song by talented Jordanian artist, Yazan Rousan. The campaign's widespread success is a testament to VMLY&R-Amman's ability to transform rich consumer insights into truly strategic and creative marketing solutions that touch people's lives. But a 360 campaign doesn't stop at a great commercial. It's about creating a unified, immersive experience across every digital touchpoint, making sure the message isn't just seen, but felt, embraced, and shared within the community. Here's how VMLY&R Amman's integrated strategy ensured ″Tallat Bashayer″ was pushed to its limit through an all-encompassing approach: Digital Distribution: Beyond the TV Screen Despite originating as a TVC, the campaign was engineered for maximum digital reach from day one. It wasn't confined to traditional television screens, shared across all of Orange Jordan's social media channels, major media platforms, and leading news websites. By leveraging VMLY&R-Amman's strong partnerships with key media outlets and our understanding of digital consumption patterns, the agency ensured widespread online visibility and engagement. This digital-first distribution meant the campaign landed precisely where audiences were already spending their time online. Music Integration: The Heartbeat of the Campaign At the core of "Tallat Bashayer" was the original song by Yazan Rousan, composed and produced by Nassir Basheer, which VMLY&R-Amman identified as a powerful driver of engagement and cultural resonance. This wasn't background music, it was the campaign's heartbeat, providing rich opportunities for audience interaction and amplification across digital touchpoints. By making the song available on music streaming platforms, Orange Jordan provided a new avenue for audiences to connect with the brand and the campaign, allowing people to enjoy it at their own terms. In addition, the song was also published as a sound on social media platforms, a deliberate move that empowered users to become creators themselves and creatively infuse the campaign's spirit into their own content. Influencer Activation: Authentic Engagement To truly kickstart the song's virality and showcase its potential, VMLY&R-Amman strategically partnered with a diverse group of influencers, including Zaid Dajani, Elina Askar, Yasmin Kawar, Amman Street Fashion, Ali Ghzawi, and Zumorrod Shwaiter. Each influencer brought their voice to the table, either lip-syncing the song or incorporating it into their content. This insight-driven approach ensured the campaign resonated across a variety of niches that collectively form the mass target, significantly expanding the campaign's reach and building genuine relatability. User-generated Content and Competition: A Community Takeover To further amplify the hype train and encourage audience engagement, Orange Jordan launched an exciting competition, guided by VMLY&R-Amman's community building expertise. The contest invited people to create their own social media content using the campaign's song. This move transformed passive viewers into active participants, fostering a sense of community and ownership around the campaign and making it interactive and community driven. Digital Out-of-Home (DOOH) Ads: Reinforcing the Message Offline Completing the 360-degree circle, key visuals from the TVC were expertly repurposed into striking static images for digital Out-of-Home (OOH) screens across the country. This offline visibility provided a constant, tangible reinforcement of the campaign in public spaces. It ensured that even when people weren't on their phones or in front of a TV, the message was consistently present, seamlessly bridging the gap between their digital and physical worlds. 360-degree digital excellence requires genuine expertise in integration, something VMLY&R-Amman embodies under MENACOM Amman; a powerhouse of marketing communication leaders, including leading agencies like Wunderman, Asda'a BCW, and Wavemaker. This synergy allows the agency to go beyond mere campaigns, orchestrating comprehensive digital ecosystems that deliver unparalleled omnipresence and measurable impact. The campaign stands as a clear testament to VMLY&R-Amman's strategic leadership in the digital realm, proving that when creativity meets innovative execution, brands don't just take part in the conversation, they lead it.
