An extensive collection of films produced by twofour54's creative lab is available for subscribing viewers to enjoy on Etisalat's video on demand (VOD) platform, eLife OnDemand, as well as Etisalat's eLife Video Packs. This initiative comes as a result of the on-going partnership between twofour54 and Etisalat which aims to highlight local talent from the film making industry and reinforce Arabic content.
40 creative lab films and music videos will be shown, some of which have previously participated in Abu Dhabi Film Festival, Tribeca Film Festival in New York and the UK's prestigious Encounters Short Film and Animation Festival. Most recently, four different creative lab projects were submitted to Abu Dhabi Film Festival 2014, with one winning Best Short Documentary in the Emirates Film Competition. Three more creative lab films took part in the 2014 Dubai International Film Festival, one of which scooped Best Film Award at the festival's Muhr Emirati competition.
Commenting on the partnership, Maryam Al Mheiri, Chief Operating Officer, twofour54, said, "twofour54's creative lab intends to support young talents and provide them with opportunities to develop their skills and experiences through the appropriate media platforms. As a result, we have witnessed great strides in the output of quality of content delivered by our young creative talents." Maryam added, "This initiative is an opportunity for aspiring filmmakers to highlight their creative work through an established platform, showcase their projects to broader audiences, and motivate others to explore their creative potential." "twofour54 creative lab's films can now be accessed on Etisalat's VOD which is testament to the quality of work our members are achieving and we look forward to continuing our relationship with Etisalat and bringing high-quality, home-grown content to the audience," she added.
Etisalat's Vice President of Home Services, Rashed Al Abbar, said, "As well as delivering top class TV content and entertainment to homes in the UAE, Etisalat is actively seeking new means of supporting the community of local artists and filmmakers. Through our wide reach in the UAE, we are excited about introducing a new platform for award-winning home-grown talent to show case their skills and creativity. Overall, our partnership with twofour54, one of the leading media hubs in the UAE, helps promote locally produced content and enhances the UAE's film industry." Etisalat's eLife TV launched OnDemand, its VOD service, in 2011 with a library of films from major regional and international studios that includes a variety of Hollywood, Hindi, Arabic and much more content in different languages to reach out to all demographics in the UAE.
twofour54's creative lab is home to more than 10,000 talented community members who are passionate about creative industries, including film, music, TV, animation, gaming and publishing.