A number of Egyptian films have garnered significant interaction and popularity after being made available on digital platforms, with their viewership surpassing what they achieved during theatrical releases. This success comes at a time when the artistic sector is witnessing a divergence of opinions regarding the quality of these works, oscillating between praise and criticism.
Among the films that achieved this success is "Al-Salam wal Thuban 2: La'ab Ayal," which was released on one of the platforms on the first day of Eid al-Fitr. Despite its high viewership rates, it faced sharp criticism, particularly regarding the dialogue between its lead actors, Amr Youssef and Asmaa Galal. Additionally, EgyptAir issued a statement criticizing the film due to the appearance of its lead actors in outfits resembling the airline's hospitality uniforms.
Details of the Event
The criticisms directed at the film "Al-Salam wal Thuban 2: La'ab Ayal" were varied, with some considering that certain words used in it offend family values and promote illicit relationships. These criticisms were not unique, as they were echoed with the film "Al-Sada Al-Afadil" directed by Kareem El Shenawy, which premiered at the El Gouna Film Festival. Despite achieving significant revenues, it faced similar criticisms after being released on one of the platforms.
The film "Al-Sada Al-Afadil," which is considered a social comedy, faced criticisms related to its narrative structure, with some deeming it incomprehensible and accusing it of unnecessary prolongation in events that unfold over a single day in a rural village.
Background & Context
Egyptian critic Mohamed Abdel Rahman believes that the fundamental difference between traditional cinema and digital platforms is not limited to the method of presentation but also relates to audience behavior. Cinema audiences tend to watch films over several weeks, while platform viewers tend to consume content in a shorter timeframe, creating an immediate buzz around any film. This rapid interaction may not always be based on complete viewing, as platforms allow short clips from films, prompting some to form partial judgments based solely on these snippets.
Art critic Andrew Mohsen added that the prevalence of short clips from films allows even those who have not watched the entire film to engage in discussions or criticisms. He also noted that the primary reason for the inflated reactions to films after their release on platforms is the broader accessibility compared to traditional theaters.
Impact & Consequences
Saudi critic Ahmed Al-Ayyad sees that showcasing films outside the confines of traditional cinema opens the door to a wider and more diverse audience, allowing for different interpretations of the works. The film "Al-Salam wal Thuban 2: La'ab Ayal" received a different reception in Saudi Arabia, where some audience members considered it a light-hearted work that achieved notable success in theaters.
This debate surrounding Egyptian films reflects the diversity of cultural opinions and varying interests among viewers, which Al-Ayyad considers a natural and healthy phenomenon, as it fosters ongoing discussions about artistic works.
Regional Significance
The experience of Egyptian films on digital platforms serves as a model to be emulated in the Arab region, as these platforms provide new opportunities for filmmakers to connect with a broader audience. Moreover, the diversity of opinions regarding the films reflects the cultural variety within Arab societies, contributing to enriching artistic and critical dialogue.
In conclusion, the success of Egyptian films on digital platforms signifies a shift in the way the seventh art is consumed, opening new horizons for the film industry in Egypt and the Arab region.