An independent survey was commissioned after the Dubai International Film Festival (DIFF) held in last year which marked a change in the history of the Film Festivals. The survey was conducted by Neilson. Beyond the opinion of movie buffs, the festival gets a review each year as organizing committee push to prove the creative and commercial value of the event.
Shivani Pandya, the managing director of Dubai International Film Festival stated, “In many ways, this survey is the equivalent of a film review: it tells the best studios, filmmakers, distributors, buyers, other festivals and audience members that DIFF is worth going to."
Approximately 95 per cent of the public that attends the festival was surveyed and had an opinion that a variety of films all through the week were either excellent, or perfect in every way. A majority of them said that they were so happy and excited with it that they would recommend it to their relatives and friends while some of them said that they would like to visit again. The organizers of the festival have conducted surveys on the event since last three years and the results have been really good which has not been a surprise, seeing the reviews.
"We received high scores in that first survey and expected to do well again this year given the improvements we've made, but the 2008 survey has exceeded even those expectations." said Pandya.
According to the highlights of the survey, an area that could be revived and improved is expanded information about the films on offer, on which the chairman of the DIFF threw light on, in a press release.
"We are working to provide more and earlier information on our films and we will continue to announce other initiatives that will deliver an even better Festival," said Pandya.
However, this festival not only hopes for attention and visitors amongst the fans, but also aims on concentrating on increasing the commercial interest in the production industry of the region and set Dubai as a central platform for an industry that has thrived in several countries across the entire continent.
"The Dubai Film Market, our platform to promote Arab, Asian and African content around the world, last year secured deals with buyers from across Europe, South Africa, Iran, Australia, North America and the Middle East and Africa," said Pandya.There were a series of face to face interviews through the surveys with over 100 journalists, sponsors and industry participants.
International distributors, buyers and programmers appreciated the quality of Dubai Film Connection, an initiative was launched by DIFF market of film projects and Arab talent, mentioned the Festival organizers. They rated the sessions of the panel very high and stated the existence of influencers in the international industry as a major bonus.
The American production and distribution company Shoreline Entertainment grabbed the rights for international sales to the Palestinian film Pomegranates and Myrth and Dada’s dance from China at the Dubai Film Festival, as said by Pandya.
She also said, "The Dubai Film Connection, our co-production market, is another tremendously successful initiative," she added. "Out of the 33 film projects selected since 2007, 15 are in various stages of production. Five have finished filming, including several that have gone on to win awards at Cannes and Sundance."
When the aim is to invite some serious investment, conduction of some independent surveys is important.
Sevil Ermin, managing director of Nielsen's UAE office said, "This survey is one of the most comprehensive conducted for any event in the region," said. "A total of 685 respondents were interviewed, which is a substantial sample size. Whether you're an international filmmaker, budding talent, business house or festival, a survey like this tells you that the festival is worth participating in.”
"Investors - be they corporations, international visitors or local audience members - are increasingly conscious of audited performance and measurable returns, and [the] Festival delivers on both counts," said Pandya.
But, just like the films, the Festival is also about the interest in commercial trade, she added. It is a cultural experience. Lately, the Dubai International Film Festival announced the foremost events in the cultural calendar of Dubai for its sixth edition, to run from December 9 to 16, 2009.