DIFF launches People’s Choice Award

This year's Dubai International Film Festival (DIFF) will see the introduction of the People's Choice Awards.

Audience members will rate films in the short, feature and documentary categories after each screening. The ratings on each ballot will be tallied up by DIFF with the winner receiving the People's Choice Award for audience appreciation.

"DIFF will be visibly larger and more vibrant than ever before this year, thanks to the efforts of hundreds of volunteers and a very dedicated team from all over the world," said Shivani Pandya, DIFF's managing director. "We are very grateful to have the support of the Dubai community in bringing this event to life, and we are confident that they will see the returns of their support at this year's festival."

The festival has introduced several new elements since it's inception in 2004, including the Muhr Awards, an Arab film competition.

Festival Chairman Abdulhamid Juma said, "In 2007, we have 141 of the best international films from 52 different countries, many of them from the Arab world. We have made numerous improvements for our fourth edition that will take us further in our mission to celebrate excellence in cinema. We hope to nurture and develop local and international talent, while also adding value to culture and the arts in Dubai and the UAE."

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