Last Floor Productions puts Arab film and television on world map
SHARJAH: Last Floor Productions (LFP), an Arab media production company based in London and Beirut, has brought Arab-led film, television and digital projects to the forefront of the global media industry. Founded in 2019 by three young artists and entrepreneurs, namely, Firas Abou Fakher, Daniel Habib and Nasri Atallah, LFP has partnered with Shahid-mbc for the production of two series as well as with Apple in India, to produce its launch films. It is currently working with the Victoria & Albert Museum in London to produce films for the Jameel Prize. The production startup focuses on the creation of compelling, character-driven genre fiction. The genesis of LFP was from a desire to present stories from and about Arabs and the Arab world that are gripping, to a new generation of viewers inside and outside the region, since there is now a developing market for innovative and ambitions productions. Firas Abou Fakher and Nasri Atallah reel out their story
What is lacking in Arab cinema’s global drawcard factor? What are its plus points?
Firas: The plus points are many: incredible creatives from across the diverse range of the industry, stories that are compelling and daring from unique voices as well as a remarkable growth in the media production sector. These factors are contributing to what we believe will be a ‘renaissance’ for the Arab cinema and TV industry that has already begun. On the flip-side, there is a lack of infrastructure and support for this talent, which sheds light on only a narrow slice of the potential at hand.
Nasri: There’s also a global movement to see more stories represented on the screen, and it’s very important for us that when it comes to Arab stories, a diverse range of Arab producers and creators are involved early on in the conversation. The first major Arab show to breakout internationally is just around the corner, and we hope as many of us as possible are involved in that. I think there’s also a process of re-educating ourselves about our own past. Arab film and television has told many wonderful stories in its history. For me, it’s about being respecful to the past while also realising we have some catching up to do in the present and being ambitious about the future.
Do you think the Middle East story is not geting its global due on the screen? Why is it so?
Firas: There is definitely a surface level representation that has become synonymous with the region on a global scale, one of misery and war, or one of exotic lands and magical moments. But we find that there are a lot of stories that are both very local and can touch on universal themes and feelings. We are seeing a shit in the global perspective towards international media productions, with top awards and accolades veering more and more away from the US and European centric norm.
Nasri: We’re definitely either underrepresented or poorly represented. It’s such a shame. For me, the dream is to tell universal stories that come from the region.
That’s why genre - crime, horror, etc - is great because it transcends borders very easily. Some of Neflix’s biggest shows are Spanish - there’s no reason why the next one can’t be Arab.
What atracts you to Arab culture?
Firas: First of all, being from the region, having spent formative years between the Gulf, Lebanon, London and the US, we have seen the Arab experience from the varied lenses of diaspora, foreigner, local etc. But also, the fact that we have a disconnect between the stories and the lived experience of the Arab world and those representations on screen. It is unfortunate that most references, whether in film, TV, music or popular culture, are West facing; we hope to have a hand in changing that.
Nasri: It’s who we are fundamentally. But we don’t always see ourselves represented, either inside the region or outside of it. There is room for many, many voices — so we want to be one of them.
You have collaborated with Jameel Prize and Apple India. How has been the experience?
Firas: Incredibly rewarding! The Apple India project which was launched in late 2020, was a great experience of collaboration and discovery. We featured six Indian artists around the world at a time when Covid restrictions were high and travelling was difficult; so we found and collaborated with local teams in various cities. Meeting and interviewing artists from AR Rahman to Prateek Kuhad and DIVINE were great moments, showing us that our desire for proper representation in the media is a shared notion across cultures. For the Jameel Prize, we have been filming eight artists from around the world who have a contemporary approach on art and design inspired by Islamic tradition. These films will be shown during the exhibition at the Victoria and Albert Museum in London in a unique setup that is meant to immerse visitors into the work.
Nasri: Those projects are very close to documentary. We’re profiling these amazing artists around the world. They have a strong connection to South Asia and I think the bonds between the Middle East and South Asia make a lot of sense and need to be strengthened. We’re very similar.