Misr International Films and MAD Solutions to co-distribute pan-Arab hit ‘The Blue Elephant 2’ | New


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Egyptian company Misr International Films (MIF) and Arab cinema promotion agency MAD Solutions have announced their collaboration to co-distribute the global hit The Blue Elephant: Dark Whispers (El Feel-el Azra’a) as part of a new collaboration aimed at strengthening the international release of Egyptian feature films.

Also known simply as Blue elephant 2, the film is the sequel to Marwan Hamad’s mysterious and horror drama in 2014 with Karim Aziz as a psychiatrist specializing in working with interned mental patients who are also criminals. The sequel sees him assigned to a female quarter.

The new production reunites the director with Aziz as well as other members of the original cast, including Nelly Karim. New cast additions include Hend Sabry, who was recently on the Venice Film Festival jury and is the star of the TIFF title Noura’s dream.

The feature film is based on a novel by Ahmed Mourad, author of a number of successful works adapted for film and television, including Diamond dust and Vertigo. It was produced by Synergy Films, based in Cairo.

Released on July 25 in Egypt, Blue elephant 2 grossed a record $ 6 million in his country for an Egyptian film and also drew audiences in Iraq, Jordan, Lebanon, Saudi Arabia and the United Arab Emirates.

It also generated a pan-Arab buzz on social networks. Its dedicated online platform has 600,000 subscribers and the official trailer has garnered nearly 20 million views online.

Ramzi Khoury, Deputy Managing Director of MIF, said the new collaboration with MAD Solutions was driven by his long-standing belief that Egyptian functionality is capable of performing internationally.

“We believe that leveraging MAD’s wide exposure in the international market, as well as its extensive experience in marketing Egyptian entertainment, will help position Egyptian content where it can be,” he said.

“What better way to kick off this collaboration than with the highest grossing Egyptian film of all time,” he added.

MAD Solutions CEO Alaa Karkouti said the collaboration with MIF marks a new milestone in its ambition to open up new international distribution channels for all kinds of high-quality Arab films.

“It can open up hidden markets for Egyptian and Arab films and help Arab films of different genres to rise to the international stage,” he said.

MIF was founded in 1972 by the late Egyptian filmmaker Youssef Chahine. Today it is an integrated film and television company that works through the production, distribution and exhibition processes.

Created in 2010 by Karkouti and Maher Diab, MAD Solutions is the first independent pan-Arab studio and fully integrative in marketing, film distribution and creative consulting for the Arab cinema and entertainment industry.

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Darcy J. Skinner

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