The film, which stars Academy Award nominees Liam Neeson and Lesley Manville, is releasing across the MENA region on February 13.
Middle East film distributors Front Row and VOX Cinemas have partnered with Pink Caravan, a pan-UAE breast cancer early detection initiative, on the release of Ordinary Love film. Front Row and their partner KNCC hold exclusive rights to the film in the MENA territory.
Ordinary Love is a story of a married couple Tom and Joan. When Joan discovers she has breast cancer, the couple finds their relationship severely tested as they struggle to survive through their enduring devotion towards one another.
A charity premiere event will be held on February 10 at VOX Cinemas, Mall of the Emirates. The entire proceeds from each ticket purchased for Ordinary Love’s previewing event will be donated to Pink Caravan to support their ongoing cancer awareness campaign. Further, the Pink Caravan will be running a four-day free medical booth at the mall.
Commenting on the partnership, Front Row CEO Gianluca Chakra said: “Ordinary Love is a wonderful film; untypical of cancer drama, it will leave audiences feeling incredibly hopeful and uplifted. We should all be aware of the importance of early detection of breast cancer among women and we’re just happy that we can contribute to this cause. To my knowledge, this is the first time a cinema has partnered on a breast cancer awareness campaign of this scale in the UAE and we’re delighted to be leading the way.”
Reem BinKaram, Chairperson of Pink Caravan Ride Higher Steering Committee, remarked: “Cinema is a powerful medium of culture, entertainment and education. It generates awareness on pressing social issues and gets us talking about ways we can drive positive change. We couldn’t have thought of a better film than Ordinary Love, to be at the centre of this charity initiative, and thank Front Row and VOX Cinemas for their valued partnership in promoting our efforts to create awareness around breast cancer, which despite being the most frequently diagnosed cancer among women worldwide, has one of the highest survival rates if screened and treated early.”