MAD Solutions & Arab Cinema Center Founders Alaa Karkouti And Maher Diab Talk 15 Years Of Promoting Arab Cinema: “People Told Us We Were Crazy”
17.05.2024 - 10:17
/ deadline.com
It’s a momentous Cannes for Cairo-based film professionals Alaa Karkouti and Maher Diab as they mark the 15th anniversary of the creation of marketing and distribution company MAD Solutions and the 10th anniversary of spin-off the Arab Cinema Center (ACC).
Under these banners, the pair have been at the forefront of promoting Arab cinema internationally and played a part in growing its prominence on the world stage.
ACC kicks off its 10th Cannes program on Friday with a panel entitled “The Arab New Wave: The Actors” on the market’s Plage des Palmes venue.
Speakers on the panel will include iconic Egyptian actress Yousra, MBC Studios Saudi Arabia General Manager Zeinab Abu Alsamh, top Lebanese TV presenter Raya Abi Rashed, Egyptian superstar Ahmed Malek and Yagoub Alfarhan, star of Saudi Arabia’s first film in Official Selection Norah as well as casting director Cassandra Han.
The swanky location and starry billing are a far cry from the early days of MAD Solutions which Karkouti and Diab launched in 2010 to fill a gap in the Middle East and North Africa, initially to market and distribute Arab language films across the Arab world.
“There was very little marketing strategy around building hype for a film and there was zero market for non-Egyptian films. There were two exceptions: Nadine Labaki’s Caramel (2006) and Hany Abu-Assad’s Paradise Now (2005).”
The idea for the company was born out of their experiences working in publishing, film distribution and even trying their hand at acting.
“We could see what was missing in the film industry,” says Karkouti.
Diab likens this period to a voyage of discovery. “When we started out it was a virgin market. No-one had ever focused on the Arab world before. We were unravelling