The Dubai co-produced sitcom, Tough Luck, which recently shot in Cairo, has been picked up for distribution in a host of global territories by streaming service iflix, which has also come on board as a co-producer alongside Dubai's Front Row, Kuwait National Cinema Company and Shadows Communications.
Iflix is a leading player in the streaming sector in a number of emerging markets, and has acquired the rights for Tough Luck for the Middle East and North Africa (MENA), South East Asia (SEA), Sub Saharan Africa (SSA), Central America (CA), Asia Pacific (PAC) and Commonwealth of Independent States (CIS) and will be featuring the sitcom as an iflix original.
The iflix platform will launch in the MENA region at the end of April and will introduce the whole first season (30 episodes) of Tough Luck to subscribers during Ramadan, where family viewing is at its pinnacle.
The comedy stars a host of Arab names including Ahmad Sakka, Mona Zaki, Mai Kassab, Ahmad Fahmi, Shiko, Nicole Saba, Hisham Majed, Baoiomy Fouad, Hassan Al Radad and Ahmad Helmy as himself. Singing sensations such as Mohammed Fouad, Bousi, Hisham Abbas, Mustapha Qamar, and belly-dancing legend Fify Abdo will also appear.
According to Front Row’s Gianluca Chakra, the move represents a major victory for Video on Demand in the region, where traditional broadcasters have long monopolized Ramadan and Arab content.
Chakra adds: “A change is indeed needed in this part of the world and we are happy to be pioneering this with an SVOD service that is committed to challenging the norms of the industry to the benefit of the user. This is only the beginning of what’s to come.”
cnewbould@thenational.ae
