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6 6 W o r l d w i d e media Film Services at mediatech Africa Fair Media Film Service, the leading film equipment rental company in South Africa, took part last year in South Africa's only all-inclusive broadcast, AV, media, film and entertainment fair: Mediatech Africa. The event took place from 23-25 July 2009 at the Coca-Cola Dome in Northgate, Johannesburg. Almost six thousand people attended the show, with the main areas of interest for visitors including broadcast, film and production, sound, lighting, staging, rigging, computer music and production tools. In anticipation of the 2010 FIFA World Cup, which South Africa is hosting this summer, the fair opted for a general soccer theme. Media Film Service rose to the occasion by covering its stand in mini-soccer balls; this not only drew considerable attention but also helped Media garner a Gold Stand Award! Reflecting ARRI’s ongoing commitment to international service and support, Media’s stand was a perfect platform for showcasing how the latest cutting edge ARRI technology can benefit filmmakers. Media Film Service and ARRI agent Movie Mart have exhibited at Mediatech previously, but their presence has always been relatively restricted due to budget constraints. The 2009 Mediatech show represented a step up from what has been done in the past and provided a perfect opportunity to blow visitors away with new technologies in true ARRI fashion. It is evident that Mediatech (f.l.t.r.) Allan Fyfe, Lee Romney, Jannie van Wyk Africa is an invaluable opportunity to meet and connect with key players in the industry, as well as demonstrate equipment. ARRI specialists Lee Romney and Allan Fyfe aroused much excitement with a demonstration of the new portable LED lighting range and the new Master Macro 100 lens. Another product that particularly captivated the attention of broadcasters and sports enthusiasts was the ARRI Hi-Motion digital camera. The ARRIFLEX D-21 also generated significant interest from visitors, with Gideon Furst of Media Film Service on hand to share his vast HD knowledge and experience. The Mediatech exhibition is primarily focused on the African film and broadcast industries, and the brilliant attendance rate ensures that South African companies can make connections with prospective Northern African clients whom they would otherwise struggle to contact. In light of the forthcoming World Cup, there is unprecedented interest in South Africa and Mediatech 2009 saw broadcasters and filmmakers from throughout Africa attending the show to network with one another and view the latest technological innovations. Tracy van Wyk
Dr. Martin Prillmann, Adel Adeeb, Franz Kraus (f.l.t.r.) The Good News Group is the leader in the Egyptian media industry. Thanks to the efforts of its CEO Adel Adeeb and strong cooperation with Antonio Cazzaniga from ARRI Italia, which is responsible for the Egyptian camera market, an agreement was signed to establish the biggest state-of-the-art film studios in the Middle East. This exciting announcement was made during a crowded press conference held on August 31st at GN's Grand Hyatt Hotel movie theater in Cairo. At the table with Adel Adeeb were Franz Kraus and Dr. Martin Prillmann, representing the ARRI Group of companies; Mohamed Ashoub, ARRI’s agent in Egypt and Antonio Cazzaniga, who managed the prephase of this agreement. Preparations are now underway to build an initial 14 studios. They will be equipped with the latest technology available for filming - cameras and lighting, DI, colour grading and a lab for printing. In addition, a large Cairo Arab media Festival Antonio Cazzaniga and Mohamed Ashoub (f.l.t.r.) Minister Anas Al-Fiqqi, Mohamed Ashoub, Antonio Cazzaniga A Bold Collaboration Biggest and most modern studio in the middle East to be built number of set decorations will be built. The actual construction is scheduled to begin in spring 2010 in the Sixth of October City, and will last for the next three years. The facilities will be used for Good News films, while also providing the most sophisticated base for local and foreign productions. “The studios are going to give work to 2,000 young Egyptian technicians, who will be trained by the ARRI team,” says Adel Adeeb. “They will also be the first in the Middle East to host the technology for an entirely digital filmmaking solution. I want our studios to provide better special effects, more space to be creative and technology that will save you time. This is the added value that we will be providing to the market.” Adeeb’s cost savings already received a boost earlier this year with the government’s decision to exempt filming equipment from This festival is among the most important exhibitions to take place in the Arab countries. Organized by ERTU (the Egyptian Radio & TV Union) under the auspices of Mr. Anas Al-Fiqqi, Minister of Information, the 2009 event was held in Cairo's Media Production City between November 11th and 15th. Minister Anas Al-Fiqqi officially opened the trade show at the booth occupied by ARRI, where the company was represented by local distributor New Vision and its CEO Mohamed Ashoub. Delegates from 18 countries and all fields of the industry, ranging from producers and creatives to distributers, and executives, attended the exhibition. The rapid growth of the Egyptian media industry was best reflected in the enthusiastic response to top-of-theline products such as the ARRIFLEX D-21. During the exhibition, Antonio Cazzaniga presented the ARRI Italia Excellence Award W o r l d w i d e customs duties to ensure that international and domestic filmmakers are able to use the latest in technology. The signed memorandum with ARRI is seen as the first milestone of a strong and deep relationship. By seeking the advice and support of ARRI, the Good News Group guarantees that the most advanced and future-proof systems, workflows and equipment will be put in place. Egypt already reached a first peak as an international shooting location due to its scenery and studios during the mid 70s, when it was nicknamed the ‘Hollywood of the Middle East’. Today, the Egyptian film industry is rapidly growing again and sales of ARRIFLEX D-21 cameras and the ARRISCAN film scanner are clear signals of an uncompromising, high-end approach. Antonio Cazzaniga to Mohamed Ashoub, CEO of New Vision and ARRI representative for camera and lighting, for his outstanding sales performance. “It is an interesting and rewarding task to serve the Egyptian industry during this time of growth,” says Ashoub. “In a period of financial difficulties, product quality and long lasting investments are essential to my customers. I am proud that the D-21 has already been sold in Egypt and that it will be soon followed by other sales. These efforts took us not only to commercially good results, but also paved the way to the recently signed agreement between ARRI and the Good News Group, for which I have worked long and hard. The decision to create the biggest and most advanced production center in Egypt impacts the entire Arab world, and we should not forget the skill and the strong mission of DoPs and producers to follow an innovative and courageous way in cinema.” Antonio Cazzaniga 6 7
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