Material aims abroad

Material aims abroad

Having hovered among the top five box office hits in South Africa since its release in February, making huge headlines in the South African film industry, lead actor whose own story inspired the movie, Dr Riaad Moosa, was hopefule that Material was now looking to break another barrier with plan to have it released internationally.

The film tells the story of a Muslim young man who works with his father in a material shop, but dreams about being a successful stand up comedian, without losing his cultural and religious identity. “The movie is going very well and we still have a great quantity of numbers on it," he told VOC, referring to the box office numbers. "The next step in our journey is to release it internationally, but it is based on how well we do here in South Africa and that’s why we have to keep pushing it," said Moosa.

But giving the power of the Hollywood industry and its media machine, local movies have a tougher time drawing attention. As such, the medical doctor turned comedian and father of two said he was very grateful for the support the local film is getting and urged those who have yet to see it to do so as soon as possible. Moosa said Material would only be able to reach the top spot on the box office if more cinemagoers saw what has been described by many movie critics as a truly "South African" rather than a "Muslim" story.
Apteker concurred with this view. “The movie caught everyone by surprise and is indeed a world class movie. Many people are stunned and I just wish more people can go and see it. This film was not made specifically for Muslims, but could apply to Greeks, Jews or any culture since it relates to family, especially family businesses," he related.

In the interim, the film makers are already eyeing festivals in London, Canada and Mumbai  later in the year to expose the local movie to the international circuit. Ronnie Apteker, director of the movie, said that they are working closely with Nu Metro, as well as DSTV Box Office hwo will be featuring the film in July or August.

“The movie is now into weekend number five and has a total of 41 prints on circuit.
"We are hoping to get a higher number on this, but not complaining as all reviews thus far has been positive." Apteker said that the movie is popular in the cosmopolitan areas with over 230,000 South Africans having viewed it thus far.  Apteker added that there has been a demand in various places for the movie to be screened, while new cinemas have opened up or movied around in other parts of the country, such as Bloemfontein and East London.

As for Moosa, who had spent seven years working with fellow writers on the script, it was a work to be proud of. "As a Muslim living in South Africa I am very proud of this film. I think All Muslims in South Africa should be too. So we would like to take this movie internationally and show the world (what SA Muslims are like)."

Material is currently screening at the following Sterkinekor theatres – Cape Gate, Cavendish, N1 City, Parow Centre, Promenade and Tygervalley, as well as at these Numetro cinemas - Canal Walk, V&A and GrandWest. For more info on the Movie Material you can check out the movies website on www.materialmovie.com. VOC (Aishah Cassiem)