Canon Middle East at DIFF
Canon Middle East, a world leader in imaging solutions, continued its support of regional cinematography through its first participation at the 10th Dubai International Film Festival (DIFF), exhibiting innovative products at Dubai Film Market and sponsoring the How to Market Your Film - Producers: A Film Marketing Strategy session in support of budding filmmakers at the region’s premier event celebrating excellence in cinema from around the world.
The film makers’ networking session, requested by popular demand, was presented by Sarah Calderon, CEO of The Film Agency, and offered structured knowledge of film marketing while stressing the importance of the producer’s role in marketing activities and engaging a film’s core audience. Producers and film professionals benefited from hands-on advice for developing marketing plans and discovering the “4 Ps” of strategic planning including product, promotion, place and price. These were discussed in terms of the “business to business” tools versus the “business to consumer” tools available in the industry.
Providing business guidance is one aspect of Canon Middle East’s “closer to customers” strategy to strengthen long-term relationships with filmmakers while engaging in corporate social responsibility. The initiative also falls under Canon Middle East’s plan to enter new business domains in the region, such as professional cinematography and the pro-video business, while diversifying their portfolio.
Anurag Agrawal, Canon Middle East Managing Director, said: “We are delighted to be a part of DIFF for the first time, especially as we focus on developing our pro-video business. The festival presents an ideal platform to promote original films and for meeting the producers and filmmakers, our customers, to further understand how Canon can support their industry.
“There is an incredible pool of creative talent in the Middle East and as the filmmaking industry is still young, there is huge potential for growth with the right resources. At Canon we believe in paving the way for success through educational and technical support and are focusing on our professional cinematography business.”
Canon exhibited at The Dubai Film Market (DFM) for the first time as part of the organisation’s efforts to develop pro video business. Experts were on hand with Canon’s latest cinematography innovations at the business hub of the festival, which runs parallel to DIFF, as the only platform in the Middle East dedicated to the development, production and distribution of Arab film.
Also participating at this year’s DIFF was Canon’s brand ambassador, Nayla Al Khaja, whose film “The Neighbour” won the Muhr Emirati Special Jury Award. Using the EOS-1D C, her crew was able to navigate tight spaces and shoot in low-light conditions for a touching story that stood out among an outstanding array of Emirati film submissions. Her next experiment with Canon technology will include the EOS C300 which is geared towards cinematic productions.
Other locally produced films include “Serenity Now,” the first short sci-fi flick that was captured using a Canon EOS C500 for the filming. The shooting used a 20 person team made up of local talent to shoot the 15 minute short film over two days. “Serenity Now” is a thriller set in a digital world and Canon Middle East supplied the advanced technology needed to make the futuristic tale possible.