What goes into planning Dubai Film Festival...

Everything I learned, I learned from the movies.
Film festivals are tricky businesses. On one hand they are a celebration of the magic of movies, a world which is at once glitzy and grim; real and unreal; where the past, present and future merge. But celebrations rarely come without a price tag attached to it. Behind the glitz and the glamour and the perfectly contoured face of the leading lady lies the real business of movies; where money matters. And for a film festival to be considered a success, you need to strike a balance between the two.
And nobody knows this better than the man who has helmed the Dubai International Film Festival since its inception in 2004. "We live here in this life to make a balance," says Abdulhamid Juma, Chairman, DIFF, when we catch up with him ahead of the opening of the festival. "The way we eat, the way we drink, the way we work and the way we treat people. Balance is really the key word."
It's something Juma has perfected over the years, to ensure the Dubai International Film Festival offers up something to suit everyone's palate.
Whether you are a star-struck teenager, a serious cinephile, or an upcoming filmmaker looking for funds, DIFF is the go-to-event for all.
"We've come a long way," agrees Juma. "And we still have a long way to go. Twelve years on the scale of film festivals is not that long. If you look at Venice - they have been around for 72 years. Cannes is 68 years. Cairo is 37 years.
"So we are still teenagers. but because we are in Dubai, the UAE, we have to really take big steps."
The city, as we know, has a penchant for creating records in record time.
"There are probably 200 people who can build a tower in no time in Dubai," Juma agrees, "but you also need people, who are driven and passionate, to build culture."
It's not often that you come across someone whose passion for his work is so strong, it rubs off on you; and you come away wishing you could be part of the magic too. Abdulhamid Juma is one such person.
So what is the most striking change Juma has seen in DIFF over the years?
"More people watching different films," he says.
"I urge people to get out of their comfort zone and go watch something they never thought they would.
"There is magic in that. Anytime you get out of your comfort zone and do something different, there is magic.
"Films can really take you somewhere - we all love action films or American films - but some films are about chasing souls and chasing love and chasing yourself, where you sit still after the movie is over, reflecting on your life.
"That's really what we want people to experience in this community - art. Also not forgetting that in the centre it is a business and to maintain that balance.
TWO FESTIVALS
Juma is also candid about the struggle to strike a balance between the various components that make up the festival, specially the Arab and non-Arab attendees.
"The first 2-3 years we were probably running two festivals. They don't really mingle with each other. They stay there in their silos. And we had to do something to break that.
"Now we have people coming for four days and then they go out and new blood comes. But the media stays around. So the energy keeps flowing and why are we doing it? Because we feel film festival people tend to lose interest after a few days. People's energy goes down - stars want to go home and make money, make films. And not just watch films.
"Some film festivals have a big opening and a big closing. In the middle it is really hollow. I want to have a festival where people are interested every day. That is why we have galas every day. Red carpet events every night. And stars coming every night."
THE WORLD IN DUBAI
What makes DIFF a truly "international" film festival is not just its diversity in terms of the movies showcased or the celebrities walking the red carpet, but the audience as well. While emphasising that over the years they have learnt that the USP of the festival is its focus on Arab cinema, Juma is also aware of the multi-dimensional nature of DIFF.
"We say this is the place where you can find the best Arab cinema, the best of Hollywood, the best of Bollywood and the best of the Far East. So when you call it an international film fest it really reflects the city," explains Juma.
The cultural impact of such a festival on the people staying in the UAE is also not lost on him. "Forget about the visitors, the people who live here are of 200 nationalities. So you already have a captive audience for your films."
But film festivals across the world need not impact the people living in the city hosting the event - something DIFF has ensured doesn't happen in Dubai.
"You have enough people here who live together, work together, but probably they live in silos. You need to open those silos," explains Juma. "An Indian watching a Pakistani film; A Dutch watching an Emirati film; An Emirati watching, let's say, an independent American film. All of that brings energy to the city."
"You have to put your hand on the culture of Dubai. The culture of Dubai is really the fact that 200 nationalities live together - it's not just about the UAE nationals."
FILMS FOR ALL
The 8-day festival offers up a bouquet of 134 films from across 60 countries. So does Juma have a list of his favourites from these? "How many kids do you have?," Juma asks. "I have four and I love them all. In the same way I love all my 134 babies.
"You see, you don't get films for yourself. You get films for the audience. So some films you are crazy about and you love them and they change your life. And some films - they barely touch you. And some films you don't just enjoy much. But as they say, you don't dress for yourself. You dress for others.
As Chairman, Juma is closely involved with picking the key films to be screened at DIFF.
"You have to have a very balanced view when it comes to the opening film because that is really the opener of the festival - it should not be very artistic, it should not be very commercial; because I want all the 1800 people who sit there for the opening to like the film so they will take their kids next week to the cinemas."
So how does he keep his energy levels up during the maddening days leading up to the film festival?
"I just watch movies," he says. "Sometimes a movie I know by heart. And it doesn't matter whether it is the beginning or the end. Sometimes I have no clue what the movie is about and it has ended up changing my mind.
"Movies really take you into the future, they take you into the past; they take you into the state of mind you are in today. And at the same time you have to be careful you don't live in that emotion.
"The films you have now, they try to explain the madness that is happening around you and are very powerful.
"Films can really explain things and give you hope. And that is where I get my energy from."
STAR POWER
Most film festivals around the world depend on star power to draw eyeballs. And DIFF is no different, parading a series of A-listers every year. So what is it that attracts celebrities like George Clooney, Morgan Freeman, Orlando Bloom or Catherine Deneuve to fly down to Dubai to attend the festival?
"Film festivals are not film festivals without the stars," Juma avers. "There are lots of festivals which just concentrate on arty films. The media is not interested. The audience is not interested. And a film fest, that does not get the people living here, the audience, to get involved, is a failure. The festival has to work for people otherwise you can just go shut yourself in a room and watch films."
"The main reason stars have to come is because it is a film festival. So you have to have the best films and go after people who matter.
"And believe me everyone wants to come. But it depends on their schedule," says Juma. "They come to you because they respect the festival."
"You bring them to honour them or you bring them to conduct workshops or have a conversation. Because good respected stars will need to have a reason to fly. There are 3000 film festivals in the world and about 11 every day so you really have to make a niche for yourself, for it to be on the map of film festivals."
GIVING FROM THE HEART
As DIFF has shown over the years, giving is a huge part of the festival and who better than the celebrities to power the charity initiatives. This year DIFF along with Dubai Cares will host The Global Gift Gala chaired by Eva Longoria. As Juma says: "This is the way we in Dubai connect with the world and help people who are distressed. And because we are in the UAE, it becomes a must. We don't take it lightly. It is at the core of what we do. And it has been working beautifully.
"The celebrities are not only stars who are walking on the red carpet; DIFF is not only a festival to show our films; it is a little bit deeper than that. Its very important to send that message - it (the charity aspect) is very close to my heart as well."
CHALLENGES OF DIFF
Leading the world's arguably youngest film festival is of course not without its own set of challenges. But Juma is unfazed by it all. "If you don't expect and welcome challenges you might as well die and go to heaven," he states. "Challenges keep us on our toes.. It's important to stay calm and find answers."
The main challenges, he admits, are of finding funds for Emirati films, of really trying to get audiences interested.
"Festivals are really interesting monsters - which you have to take charge of and try and do new things and cancel things which are not working. You should not be ashamed when things don't turn out the way you want - because culture is not software you just buy and put it in and poof! (it starts working). You have to go through the learning curve, you have to really have the teething problems as a festival. And then we try to understand which one we need to cancel and which one we need to keep. And there is nothing to be ashamed of. This is life. To keep going. The best way we can."

• Dubai