Advanced Media to mark 20th anniversary with digital cinema community event

Advanced Media Trading LLC, distributor of professional broadcast and production equipment in MENA, will be marking the occasion of its 20^th anniversary in March with the return of its CineIn 2020 event in a new format.

Titled CINE2022, the event will be held at Advanced Media’s new premises on Sheikh Zayed Road, Dubai from March 17-19, 2022, 2 PM to 8 PM. The three-day digital cinema community event will include seven workshops of 90 minutes each with trainers from different areas of production covering a range of topics from how to do an 8K project, HDR, choosing the right lenses, colour grading, and using RGB lighting for production. With CINE2022, the distributor aims to create an opportunity for filmmakers, production enthusiasts and industry experts to come together, showcase and discuss the latest technologies, trends and solutions in digital cinema, broadcast and video.

Speaking about the event, Alaa Al Rantisi, Managing Director and Co-Founder said: “After two years of the pandemic, we miss directly interacting and communicating with many manufacturers and end-users whom we used to meet regularly at exhibitions. This will be a great opportunity to gather and share information and, of course, discuss all the exciting developments in our fields. This is a remarkable milestone for us and we cannot think of a better way to mark it than with our peers. We are grateful to the Government of Dubai for making it possible to host an event of this scale.”

The distributor’s 1500 sqm office and showroom will be converted to showcase the potential and flexibility of the space and to serve as a community meeting point where a gamut of cinematography equipment, ranging from cameras and lenses to audio products will be demonstrated. Kaveh Farnam, CEO of Advanced Media commented that the company’s primary objective is to create a community event that enables dialogue and discussion between broadcast and production professionals.

Advanced Media regularly hosts free-to-attend training sessions for production and broadcast professionals in the market.

“We have found it a lot more rewarding to host small private events at our facility and bring together a niche crowd of broadcast and production professionals,” commented Farnam.

“We will invite our clients and suppliers to join us so they can also network with our customers. The aim is for this showcase to be perceived as a digital cinema event rather than an Advanced Media event. Our workshops will reflect this by being vendor-agnostic as we want to educate our attendees about specific topics within the industry rather than train them on equipment from specific brands.”

Nevertheless, some brands which Advanced Media represents like Sony, Manfrotto, RED, Zeiss, DJI, Astera and Sennheiser will have prominent presence at the event. Besides having specific tables cordoned off for brands and for the camera kit, there will be two camera sets with proper lighting and sets, according to Pooyan Farnam, Marketing Manager.

He further remarked: “With a lot of demand for equipment and some customers spending hours playing with equipment at the new showroom, Advanced Media felt that this event would serve as the perfect platform to bring together production enthusiasts to share their passion for filming with each other.”

Advanced Media expects to host between 300 to 500 people at the event and up to 50 attendees for each workshop. CINE2022 will follow local and international guidelines regarding the Covid-19 pandemic to ensure a healthy and safe experience for everyone, the team said. In keeping with the spirit of celebrations, Advanced Media also hopes to include a series of stimulating and nostalgic surprises as part of the event.