du announces collaboration with Dubai Culture ahead of the first edition of ‘Al Marmoom: Film in the Desert’

du, part of Emirates Integrated Telecommunications Company (EITC), has announced its collaboration with Dubai Culture and Arts Authority (Dubai Culture) to support the new cultural vision of Dubai launched by His Highness Sheikh Mohammed bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai. The first stages of the partnership will be launched during the inaugural edition of Al Marmoom: Film in the Desert, taking place from 4-7 March, which aims to raise awareness about filmmaking in an environment that celebrates Emirati culture and heritage. 

As the official communication partner, du will provide the latest communication solutions and technologies required to ensure that the audience, visitors, and event organizers enjoy world-class communication services. In doing so, du will contribute to the event's success and towards strengthening Dubai's position as a global center for art and culture and an incubator for creative talent in the film industry.

Al Marmoom: Film in the Desert is a unique platform to support creative talents and local and regional filmmakers, presenting them with an opportunity to showcase their projects and potential. Through the initiative, du will play a pivotal role in supporting Dubai’s cultural vision towards developing a thriving creative system that attracts regional and international talents in filmmaking and other cultural and creative fields.

Fruitful base for fostering emerging talent in the film industry

“The United Arab Emirates has long established itself as a global and regional leader in the creative and cultural arena,” said Johan Dennelind, du’s Chief Executive Officer. “’Al Marmoom: Film in the Desert’ is yet another testament to this leadership, strengthening Dubai’s position as an incubator for talent by empowering young and aspiring filmmakers to showcase their creativity within the boundaries of the rich Emirati heritage.”

“At the heart of any telecommunications company’s proposition is bringing people closer together, and it was only natural that du would support initiatives that reinforce the social fabric, values, and cultural identity of the UAE in an event that is essentially a nexus for regional talent. As we embark on this new era, we will undoubtedly see the convergence of both technology and culture, and as honoured as we are to support Dubai Culture with this significant event, we look forward to what the future holds for both du and Dubai Culture as we drive the cultural agenda in the United Arab Emirates.”

Speaking about the collaboration between du and Dubai Culture, Hala Badri, Director General of Dubai Culture, said: “This special event will enable Dubai Culture and du to contribute towards advancing the local and regional film industry, in line with the Emirate’s cultural vision to strengthen its position as an incubator of creativity and hub for talents and artists from various fields. Furthermore, it will provide young national talent with the opportunity to progress their creative skills through interaction with established regional and international filmmakers. du has a long-standing reputation for supporting cultural initiatives and events throughout Dubai and the UAE. We are delighted to be working alongside the company as we showcase the capabilities of young filmmakers and the culture and heritage of the UAE.”

Variety of films and activities for everyone

Al Marmoom: Film in the Desert enables visitors to watch a series of films in an innovative environment that are carefully selected to suit all ages and preferences, providing them with a unique and unforgettable cultural experience. In addition, activities including specialized training workshops for emerging talents run by elite professionals in the filmmaking field will also take place, as well as educational sessions for amateurs and emerging talents under the supervision of global experts in the world of cinema.

The audience is guaranteed to enjoy local short films, as well as a regional and international films, while the initiative will contribute to strengthening Dubai's position as a leading tourist and cultural destination by allowing visitors to learn about new tourist destinations and explore the desert environment in the emirate, particularly the Al Marmoom Desert Conservation Reserve.