UAE starts 'Happiness Films' initiative with Majid Al Futtaim Group

Films will be shows at cinema screens operated by Majid Al Futtaim
The popularity of short films that are widely disseminated across the Internet and social networking platforms is what led to the initiative, said Ohood bint Khalfan Al Roumi, Minister of State for Happiness and Wellbeing, Director General of the Prime Minister’s Office at the Ministry of Cabinet Affairs and the Future.
By Shayan Shakeel
Sat 03 Feb 2018 05:01 PM

The UAE's National Happiness and Positivity Programme has launched 'Happiness Films', an initiative that will see short films highlighting happiness and positivity in the UAE screened at cinemas and screens operated by the Majid Al Futtaim Group.

The National Happiness and Positivity Programme will receive applications for the contest until March 20, 2018, which coincides with the International Day of Happiness. All UAE citizens and residents are eligible to apply at www.happy.ae/thesmovies. The top three entries will receive monetary prizes and a trip to the Cannes Film Festival, as well as the opportunity to have their films screened across theatres.

The popularity of short films that are widely disseminated across the Internet and social networking platforms is what led to the initiative, said Ohood bint Khalfan Al Roumi, Minister of State for Happiness and Wellbeing, Director General of the Prime Minister’s Office at the Ministry of Cabinet Affairs and the Future.

"The widespread appeal of short films has led us to consider engaging the community in our efforts to establish a culture of happiness, positivity and wellbeing, and raise awareness of these noble values through meaningful films that reflect the filmmakers’ understanding and vision of happiness and positivity," she said.

"VOX Cinemas has always been keen on hosting The Smovies competition, which plays a significant role in empowering the youth to innovate and boost the local cinema industry. We’re honoured this year to collaborate with the Government of the Future, represented by the National Happiness and Positivity Programme, to promote positivity and happiness as a lifestyle in the community," said Ahmed Galal Ismail, chief executive officer at Majid Al Futtaim, Ventures.

The Group's arm operates one of the country’s most popular movie theatre networks, as well as SMovies, Vox Cinemas and BrandMoxie.

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Last Updated: Sat 03 Feb 2018 06:35 PM GST

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