Mapping Cinema Audiences in Egypt

Publication Design, Network of Arab Alternative Screens, 2018

“Mapping Cinema Audiences: Egypt” is a culmination of a two-year research project that was led by Nour El Safoury, designed by Habiba Elgendy and Farah Ezz Eldin, published by NAAS, and distributed in collaboration with Al-Film Magazine.

This  initiative consisted of two phases that explored cinema audiencehood in Egypt and its relationship to institutional praxis. The first phase entailed field research in collaboration with marketing and strategy consultant Eba'a El-Tamami in cities across Egypt to speak with different cinema audiences about their cinema-going experiences and film-watching habits. The second phase focused on developing the publication that contextualizes the insights collected during fieldwork in light of cinema history and cinema’s position as a social and cultural institution.

Designed by Habiba Elgendy and Farah Ezz Eldin, the book features a non traditional design approach that guides the reading experience of its bilingual audience. Decisions regarding page size and text orientation play a key role in distinguishing between the nature of the different pieces of content the book entails. A number of 5 essays interrupt the main research documentation and the usual layout of the publication, featuring smaller page size and monochrome photography, highlighting essays by Marwa Abdalla Elsayed and Ifdal elsaket, and conversations with Cimatheque - Alternative Film Centre, Zawya Cairo and Zawya Distribution, Cairo International Women's Film Festival (CIWFF), and Ismailia International Film Festival for Documentaries and Shorts.

Public Forum: Cinema - Going in Egypt / September 15th, 2018 Second edition of El Gouna Film Festival / September 23rd, 2018
The publication was distributed by Al Film Magazine in Egypt with its 15th issue (July 28th, 2018).

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